. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Beauty - Expert Panel “ What are the benefits
of attending a trade show?
Pamlea Olden
OPI Trainer for Hennessy Hair & Beauty Ltd
“Trade shows are a great way to meet your clients face to face”
“All businesses should know trade shows are a great way to gain exposure and enhance the image of your company. In addition attending trade shows lets you learn about new industry developments make important connections and increase sales.
“Deciding on a trade show display is the most important factor to make this a success for you. It needs to stand out, it needs to be different but it also needs to be cost effective. Renting a display is sometimes more beneficial if you do not attend many trade shows in a year. If you decide to purchase a display make sure you plan it months in advance and search around for pricing, never go with your first quote.
“Trade shows are also a great way to meet your clients face to face as sometimes a lot of dealings with customers are done via the phone or email. The customer has a unique opportunity to meet and interact with staff and see the companies who represent the products they admire so greatly, to also gather the information they need to make purchase decisions and indeed to purchase directly from the exhibition on the day.
“Beauty trade shoes are a fantastic day out for the client to relax, to be pampered (instead of doing all the pampering) and have fun ! Highlights of these events include great shopping, free samples, fabulous bargains, exciting entertainment, free makeovers, informative workshops, prizes and much more.”
Emma Doherty
Brand Manager for Jane Iredale
“Exhibitions are a great place for networking with our stockists and with people who want to talk to us.”
“If someone is interested in adding a make-up line for the first time, or switching to a brand that offers a more comprehensive range, they really need to come to a show to see the extent of what’s available. Being able to visit a number of stands in one place enables people to get answers to their questions and to compare ranges ‘in the flesh’. It’s the ideal way to see make-up in action before they buy, and to feel and try it for themselves.
“On our stand visitors are able to watch jane iredale make-up being applied on women of all ages and ethnicities.We also demonstrate different looks, from seasonal trends to make-up looks for parties, brides and older women. People are fascinated by experiencing a three-minute make-over which is a key tool that our stockists use to impress clients with the benefits of mineral make- up, thus increasing their sales.
“Visitors also find it much more beneficial to see our range of floor-standing and counter-top product displays and merchandising material rather than looking at a photograph.
“From our point of view as a supplier, we are able to talk to, demonstrate to and apply make-up to numerous people in a short space of time. Exhibitions are a great place for networking with our stockists and with people who want to talk to us. We’re able to highlight new product launches, meet the press and build awareness for jane iredale.
“We also enjoy meeting students who are the beauty therapists and make-up artists of the future.”
59 ”
Anita Murray
MD of Pink Distribution
“The beauty industry is constantly changing and there is no better way for you to keep up with innovation”
“When you attend a trade show, you will be learning about new and cutting edge products and services that have not even hit the market. Knowing what is coming out helps you stay ahead of the tide and puts you in a good situation to take control of your business and profit. The trade show is an unmissable opportunity with hundreds of top exhibitors, thousands of different products and your chance to meet suppliers face to face and negoitate great deals!
“For example, the Irish Beauty Show is the largest annual professional beauty expo in Ireland and will provide the savvy entrenpreneur or growing salon or spa with unrivalled access and networking opportunities with some of the largest brands such as Dermalogica.
“To get the most from attending a trade show, you have to a clear strategy in mind,” Michelle O Connor, our salon’s area manager told me. “Knowing what you need to accomplish before, during, and after the show is the first step toward success. Make a list of the goals you want to achieve by visiting the show. Include your own personal goals and those of your company. Every subsequent decision that you make should put you closer to achieving your goals.
“The beauty industry is constantly changing and there is no better way for you to keep up with innovation than joining the entire beauty industry for one long weekend in Dublin!”
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