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The Show Must Go On!
Listed under: Retail Clinic
Published: Tuesday, June 30, 2009
With a recent report from the British Chamber of Commerce (BCC) suggesting the worst of the recession is over, exhibitors from Craft, Hobby and Stitch International discuss the importance of attending trade shows
When it comes to driving future sales, launching new products, familiarising yourself with the marketplace, networking and attracting custom from important buyers, nothing beats attending a show. We spoke to some of the exhibitors from Craft, Hobby and Stitch International to find out about the benefits of tapping into this market
“It’s now more important than ever for companies to exhibit at shows like Craft, Hobby and Stitch International,” comments the show's manager, Andrew Morton. “They are the perfect platform for developing new contacts, maintaining existing relationships and potentially meeting buyers from alternative industries who will allow you to diversify into new areas. In the current economic climate, companies need to remain visible in the market place and attending shows is an ideal way to do this. Many exhibitors see these events as a key part of their marketing strategy and view the face to face contact with the people and products as a fundamental component of advancing their sales.”
Michael Simmonds, proprietor of scissor manufacturer E and M Group in Harlow, agrees shows are an invaluable sales tool, adding, “Exhibitions are an ideal time to release new products, and give buyers and retailers an opportunity to view your range in full. We have met many international contacts through doing these events over the past five years and this has enabled us to form distribution deals with companies from all over the world. Shows are a major part of our outlook on the industry and can attract business from customers in a range of other industries including the gift, stationery and party shop market.”
Exhibiting at shows will not only allow you to forge relationships with new clients, but also develop the ones you have with existing customers too, as Ian Lloyd-Jones of specialist craft supplier Pinflair in Hertfordshire explains. “We have attended the Craft, Hobby and Stitch International shows for a number of years and they have always given us an excellent opportunity to meet our customers and suppliers face-to-face. Over the years we have invested in greater stand space and this has enabled us to put together some great demonstrations, which are an incredibly important part of attracting new business.”
Of course, meeting your customers in person is also a brilliant way of better acquainting yourself with their needs, ensuring you are able to hear any feedback they might have first hand. “Trade shows are always a key date in our diary as we feel it’s important to communicate with our customers – old and new – on a one-to-one basis,” explains Claire Hamer of craft supplier Crafters Companion in County Durham. “It’s great to meet our business contacts personally and get their direct feedback on our products and what we can do to improve our service to them.’
“It’s now more important than ever for companies to exhibit at shows like Craft, Hobby and Stitch International,” comments the show's manager, Andrew Morton. “They are the perfect platform for developing new contacts, maintaining existing relationships and potentially meeting buyers from alternative industries who will allow you to diversify into new areas. In the current economic climate, companies need to remain visible in the market place and attending shows is an ideal way to do this. Many exhibitors see these events as a key part of their marketing strategy and view the face to face contact with the people and products as a fundamental component of advancing their sales.”
Michael Simmonds, proprietor of scissor manufacturer E and M Group in Harlow, agrees shows are an invaluable sales tool, adding, “Exhibitions are an ideal time to release new products, and give buyers and retailers an opportunity to view your range in full. We have met many international contacts through doing these events over the past five years and this has enabled us to form distribution deals with companies from all over the world. Shows are a major part of our outlook on the industry and can attract business from customers in a range of other industries including the gift, stationery and party shop market.”
Exhibiting at shows will not only allow you to forge relationships with new clients, but also develop the ones you have with existing customers too, as Ian Lloyd-Jones of specialist craft supplier Pinflair in Hertfordshire explains. “We have attended the Craft, Hobby and Stitch International shows for a number of years and they have always given us an excellent opportunity to meet our customers and suppliers face-to-face. Over the years we have invested in greater stand space and this has enabled us to put together some great demonstrations, which are an incredibly important part of attracting new business.”
Of course, meeting your customers in person is also a brilliant way of better acquainting yourself with their needs, ensuring you are able to hear any feedback they might have first hand. “Trade shows are always a key date in our diary as we feel it’s important to communicate with our customers – old and new – on a one-to-one basis,” explains Claire Hamer of craft supplier Crafters Companion in County Durham. “It’s great to meet our business contacts personally and get their direct feedback on our products and what we can do to improve our service to them.’
