. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Beauty - Expert Panel “
How can I get themost out of my visit to a trade show?
Lydia Sarfati Repêchage CEO and Founder
Liz McKeon Beauty business expert
“Trade shows are an important opportunity for you and your business to stay on top of the latest trends and industry breakthroughs”
“Trade shows are a fun and exciting time for beauty professionals – but let’s not forget what trade shows can do for your business. In order to make the best of trade shows, it is important to go in with a plan. Check out the trade show website and see what manufacturers are going to be there, then create a plan of action how you will best spend your time. If you are very interested in a particular manufacturer, call ahead of time and make an appointment with one of their key sales representatives so that you can have quality one-on-one time.
“Once you are at the stand you planned on visiting, be sure you are ready to ask all the hard hitting questions:
• Are their treatments results-oriented? • What is your profitability on a brand or treatment? • Are they providing demonstrations of their treatments? • What kind of ingredients do they use? • Do they offer uni-dose packaging?
• Do they have concepts in place to increase your salon business?
• Do they provide Marketing and Public Relations support? • Do they offer Brand Management support? • What kind of education do they provide?
“These are all important questions that you and your business need to the answers to. And don’t forget to grab catalogues! Ask manufacturers for relevant materials such as catalogues, examples of their consumer catalogues and price lists. That way, you can make notes inside their catalogue for you to re-cap after the show is over.
“Remember, trade shows are an important opportunity for you and your business to stay on top of the latest trends and industry breakthroughs. Be sure to check out what is new and exciting, but be sure to do your homework to make sure those trends meet your salon’s values and needs.”
”
“The most important thing you can do at a trade show is to show up, just being there is the most important thing.”
“For most of us, attending a trade show can be exhausting and frustrating. Your eyes ache from the bright lights, your feet hurt from the concrete floors and sometimes you forget who you wanted to meet and what you wanted to research. To avoid all of that, here are some survival tips to make the trip to a trade show worthwhile:
• Do your research and select the best show for business development.
• Read the promotional material as it arrives. Take advantage of discounts on offer on the day.
• Create a realistic budget to spend at the show, and stick to it. Consider travel expenses and accommodation, and the expense of being away from your salon for the day.
• Set up a schedule that allows you to work the show to your best advantage.
• Spend some time circulating, then target industry leaders and the contact you want to meet.
• Attend as many seminars as possible. • Enter your salon in any relevant competitions.
• When you catch up with a person you want to meet, ask them to join you outside the hall where it’s quieter to do business.
• Speak to as many people as you can, it is a great opportunity to network.
• Rather than carrying around heavy brochures, give your business card to exhibitors and ask them to send you information.
• Wear comfortable clothes and a jacket with pockets for your business cards.
“The most important thing you can do at a trade show is to show up, just being there is the most important thing.”
If you have any questions you would like to put to our panel, email us at
melissa@aitireland.com
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