business: getting the most out of trade shows
let the showbegin!
Spring has sprung, which means one thing – trade show season has begun! We share our top tips and advice from getting the most out of your visit.
Attending trade shows is a real must for any professional within our industry. From students to salon owners, regardless of your current position on the career ladder, such events offer something for everybody.
With hundreds of leading brands in attendance, it presents a prime opportunity to discover more about the very latest developments happening in the beauty sector, in a concise location. Where else are you able to get a sneak peek of the newest products, trends and treatments up close before they launch whilst also getting the chance to meet company founders and representatives to discuss their exciting offerings face-to-face, all under one roof.
Plus, today’s trade events have also been designed to offer visitors a diverse experience. Alongside stocking up on your salon essentials, you are able to see and hear the best of the industry in action. So whether you check out the competitors’ exciting creations in the nail and make-up competition areas or avail of the inspiring advice shared by industry experts at educational seminars, a trade show really is the place to be.
first things first
The great thing about the majority of trade shows is that they are free to attend. However, in order to take advantage of this, you must pre-register for your tickets beforehand to avoid paying the on-the-door fee. This is a straightforward process and can be completed in mere minutes either online at the show’s website or booked through their dedicated ticket hotlines.
Registering in advance will not only save you pounds, but also means you’ll be kept up-to-date with all the show news as it happens. After you have booked your place,
you’ll then receive regular newsletters via email in the lead up to the exhibition, detailing exclusive offers and savings, information on product launches, special guests set to attend, plus much more.
If you’re booking your tickets online, this is the ideal time to familiarise yourself with any frequently asked questions concerning the event (location, opening times, directions, disabled access, car parking etc.) and its terms and conditions. For example, many trade-only events do not permit anyone under the age of 16 (including babies) to attend under any circumstance and do not offer crèche facilities. Therefore, you will need to consider arranging suitable child care in advance.
plan and prep
Now you’ve booked your ticket, the next step is to think about your objectives – what do you want to gain from your visit? These will naturally differ for each individual. Perhaps you’re a lash and brow artist on the hunt for new techniques and tools to expand your repertoire or a salon owner seeking to
add the latest aesthetic device to your menu, whatever your aim, pinpointing these from the outset will ensure you maximise your time efficiently.
“I believe it is essential for all therapists to visit at least one trade show a year,” says Salon Owner and Beauty Trainer, Marie- Louise Coster. “This will keep you up to date with the industry, and allow you to see first-hand the new trends and techniques. However, you must remember it isn’t just a jolly! It is work, and if you are taking the time out of the salon and taking your team with you it can be a costly day out. With that in mind, you really must go to get the best out of it so planning is key.”
“Trade shows by their very nature are busy hives of activity and serve as a hub for the gathering of industry professionals,” agrees Abbas Vawda, Managing Director of Majestic Towels Ltd. “With most shows only running over a two-day period it can be difficult to take full advantage of everything they have to offer. With this in mind it is essential to pre-plan; this will ensure the time spent at one will be truly beneficial and rewarding.”
GUILD NEWS 93
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