Trade Show Success - Sustaining growth is as easy as ABC

Who's Next? You and your brand!
What's next? Identify the right strategy and implementation plan to get every trade show a success 

Participating in fashion trade shows is a significant investment, often ranging from $5,000 to $10,000 (for 10m²). To determine if this expenditure aligns with your business objectives, it's essential to weigh the pros and cons and implement strategic actions to maximise your return on investment.

Pros of Exhibiting at Trade Shows

Direct Access to Target Audience: Trade shows attract buyers and other players you are interested in (press, agents, service providers, consultants ...), providing a concentrated pool of potential clients.
This environment facilitates meaningful interactions and immediate feedback on your collection if and only if you know who you are looking for, if you have invited them to your space and if you have prepared what to say based on what they want and need. Check S1 and S2 below.

Enhanced Brand Visibility: A well-designed stand can significantly increase your company's visibility, helping to establish or reinforce your brand presence in the market. Bring people to your stand as people attract people. Feel free to offer them water to make them stay longer ... Check S3 below.
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Lead Generation and Networking: Face-to-face interactions at trade shows allow for building relationships with potential clients and partners, leading to valuable sales leads and business opportunities. Have plenty of business cards and get the buyers' details at all times. Improve the process every single day. We have many tips to share.  

Competitive Analysis: Observing competitors in the same space provides insights into market trends, enabling you to adjust your strategies accordingly. We always recommend that your position is next to your competitors. See the buyers who visit them and get them to visit you. Check S2 below.

Immediate Perception Alteration: Launching a new product or presenting remarkable offerings at a trade show can rapidly change the perception of your company, positioning you as an industry leader.You can have a special product offer, a goodie bag for the special guests or a box of chocolates. Somebrands invite them to a business seminar, webinar or workshop. 

Cons of Exhibiting at Trade Shows

At GFM, we never see the cons of a project, as we have a mindset of change, growth and ongoing improvement. 
When a client is faced with a challenge, we can find, within minutes, 3 to 5 solutions to minimise the downsides and increase the upsides.  Call us or meet with us and we will prove it.

High Costs: Expenses include stand space rental, design and possible construction of the exhibit, travel, accommodations, entertainment and marketing materials, which can add up quickly.
From those expenses, our clients have a clear amount of order value they need to reach. Do you? 
Based on the average conversion rate, they know how many buyers must be contacted prior to the show and how many visitors they need every day. 

Time-Consuming: Preparing for a trade show demands significant time and resources, from planning and logistics to staff training and post-event follow-up. To be successful, start 4 to 6 months before the show date.

Variable Return on Investment (ROI): Without clear objectives and effective follow-up, the leads generated may not convert into sales, affecting the overall ROI. We never let the client not have clarity on its goals and action plan.

Environmental Impact: Trade shows can generate a great deal of waste. Employing sustainable practices, such as reducing, reusing, and recycling materials, is essential to mitigate this impact. Buyers and exhibitors have a higher willingness to be sustainable. Improve what you do and help the buyers reach what they want.

Strategies for Trade Show Success (S1 to S5)

To maximise the benefits of participating in a trade show, consider implementing the following strategies:

S1 - Reviewing Pricing and Margin: Before the event, conduct a thorough analysis of your pricing and profit margins. Understanding your cost structure and setting competitive yet profitable prices are essential. Implementing a customer value-based pricing strategy, where prices are set based on perceived value and willingness to pay, can enhance your market position. This approach requires a deep understanding of your customers' preferences and the unique benefits your products deliver. Access practical resources here / start growing sales.

S2 - Fashion Mapping and Understanding Your Position: Fashion mapping involves analysing the market landscape to identify where your brand fits among competitors. By understanding your unique selling propositions and target demographics, you can build a targeted database of buyers who align with your brand's positioning. This strategic approach ensures that your marketing efforts are directed toward the most promising prospects, maximising the efficiency of your outreach. Access practical resources here.

S3 - Project Management and Continuous Improvement: Effective project management is vital for coordinating the myriad tasks associated with trade show participation. From booth design and logistics to staff training and marketing collateral, meticulous planning ensures a seamless execution. Post-event, conduct a comprehensive review to identify areas for improvement. Soliciting feedback from team members and clients can provide valuable insights, enabling you to refine your strategies for future events. Access practical resources here / Individual time with the expert is included.

S4 - Incorporating the "4 C's" strategy with buyers: Your trade show success depends on your ability to get buyers. Invest in better managing the 4 Cs: Contact, Connect, Convert, Cherish—into your trade show approach. It can significantly enhance your ability to identify and engage buyers effectively. Access practical resources here -  Have an improved tool box to identify and convert targeted buyers for your brand.

S5 - Leveraging a Sounding Board and Business Incubator Engaging with a business incubator or mentorship program offers access to experienced professionals who can provide guidance tailored to your specific challenges. For instance, the Toronto Fashion Incubator (TFI) is an award-winning, non-profit organisation that helps emerging fashion entrepreneurs become successful by understanding the business of fashion. Having a sounding board allows you to test ideas, receive constructive feedback, and make informed decisions, thereby enhancing your business acumen and increasing the likelihood of trade show success. Access a 6 or 12-month programme and business support here. No risk.

Why should we be thankful to Who's Next trade show in Paris?
For years, they have supported independent retailers with the Retail Expert Club. Due to its success, brands and other fashion players also wanted to have expert advice to better run their businesses. 
The concept changed to accommodate the needs of the clients, buyers and visitors. 
Today, the WSN Academy will allow to build an even more solid platform to support the eco-system. Bravo and Merci.

GFM Founder, Thierry Bayle, often states that the "ABC of fashion is like a 3-legged stool. If one letter does not work, the business will underperform or fail".
A = Awareness - Brand awareness, marketing and "showcasing"
B = Business - Business mindset and business operations
C = Creativity - Brands have it!
Too often, in Fashion, the A and C work well however, we fail to invest in the B. This is when GFM comes in.

If you are hesitating about making an investment in a trade show, it will take less than 15 mins for us to know whether you are ready to be successful at your next trade show (ie taking 5, 15, 25 or more orders).

Satisfaction Guaranteed - Access a trade show expert advice (click here) that will NOT break the bank!

GFM Founder, our top expert, has represented the MAGIC show in Las Vegas, has acted as brand and retail expert for Who's Next and has visited over 200 trade shows and will bring you over 25 years of international business experience including sales and negotiation with buyers every single month.

Need immediate support?
[email protected]
UK +44 20 3290 4677
Intl Team WhatsApp +44 7951 198 769

Exhibiting or visiting Who's Next, let us know. Planning to exhibit or visit Scoop, Pure or Moda, let's connect. 
We will act as your Growth and Sales Accelerator whatever show you will exhibit at in Europe, the USA or Asia.

NB - The London Fashion Business Academy is GFM sister trade name to host many of our online courses specifically dedicated to SMEs, emerging designers and start ups. They have a price point to ensure they do not break the bank. Access an expert with each purchase (for a limited time only).