Trade Show Journey: Adventures and Insights from NY Now
If you're a business owner looking to showcase your fabulous products, a wholesale trade show is your chance to strut your stuff, network like a pro, and hopefully write some orders. But, preparation is key. Let me take you through my recent trade show journey, sharing some tips and tales along the way.
I just wrapped up my sixth trade show, and oh boy, was it an adventure! I decided to dive into the NY Now Summer show for the first time, even though I’d heard it might be a bit quiet compared to the winter one. Spoiler alert: it was indeed on the slower side. But hey, every experience is a fantastic opportunity to learn something new, right?
Gearing Up for the Big Event
Planning out the booth design is an essential (and my favorite) part of the trade show process. There's so much to organize before the event to ensure everything looks perfect and is all set to go!
I use InDesign to design my booth
and then mock it up in Photoshop.
I always start with a digital booth layout where I determine which products will be displayed and where. For greeting cards, this decision can depend on the time of year. For example, for this summer show, I displayed holiday cards for buyers looking to get a head start on the winter holidays, but I didn’t display Mother’s or Father’s Day cards since those holidays just passed. Whereas at the February trade shows, it’d be the opposite.
This year, I decided to have my logo laser-cut out of plywood instead of using a vinyl decal, and I'm so glad I did. It looked incredible, gave the booth a such a legit vibe, and was the most complimented feature. Additionally, it was cost-effective and reusable (yay eco-friendly!). All it required was a few coats of black spray paint, and it was easier to install and remove than vinyl. Who knew a few pieces of plywood could steal the show?
I tend to be hands-on with the DIY approach, handling most of the work myself before and during booth setup. Trade shows can be pricey, so I look for ways to save wherever possible! For those extra booth elements, I use my Cricut to cut out smaller vinyls for things like product labels and pricing. I print order forms at home and always bring a stockist list with me, just in case buyers are curious about nearby stores already carrying my products.
All of this work is really about making sure people know you’re around, right? So, letting stores know you'll be there is super important. This year, I decided to send a few emails and do a fun Instagram countdown with some behind-the-scenes setup. In the past, I've sent mailers to shops ahead of time as a strategic move, but I skipped it this time (and I honestly doubt it made a difference). I've realized I prefer sending out evergreen mailers related to the brand or product launches instead of promoting a specific event like a trade show or market. This way, it helps reduce waste since these mailers can be used throughout the year, unlike event-based flyers which have a limited timeline.
Crafting the Perfect Booth
I've had smooth booth setups in the past, but this time was quite the adventure! When we arrived at the Javits Center on Friday, we discovered our booth neighbor had mistakenly set up in our space, which was a very stressful moment to start the day on, if you can imagine! Luckily, we swapped booths without any fuss, and they turned out to be wonderful people and the best booth neighbors during the show. On top of that, we also were missing a wall which the union staff sorted out quickly. Crisis averted!
The wall was missing from the left side.
Planning out the shapes before painting.
Painting the booth shapes was harder than I expected, but luckily, my husband Chris stepped in with his surprising curve-painting skills. Note to self: never underestimate your spouse's hidden talents.
Next came hanging greeting cards on booth walls, which is always a stressful experience for me. I’ve stuck them directly onto the wall before but I don’t like doing that because it takes way too much time to make sure everything is straight and spaced out consistently. Plus, I have to throw the cards out afterward because they're all sticky and damaged. Also, I find the buyers like to take cards off the wall to make a pile while they’re deciding what to buy so it’s nice to have them detachable.
I for sure recommend investing in a laser level!
We've done card shelves in the past too, but they can be heavy and pricey. With a bigger booth this year, I would've needed to buy more and wasn't keen on making a big financial commitment to additional shelves, so I had to get creative. So, we headed to Home Depot and discovered these nifty things called j-channels, which I believe are typically used for siding. They're super affordable, easy to cut to the size you need, and incredibly lightweight for travel. Plus, they were a breeze to hang with the laser level. Just a couple of screws and voila! It turned out to be a fantastic solution, and I was really pleased with the result.
Despite the intense heat during setup (they didn’t turn on the AC on a 100º day!), we managed to complete setup in just a day. It simply took some thoughtful planning, lots of motivation, and a few Starbucks treats to power through!
Talking to People 😬
The most important thing during a trade show is to engage in conversation! A great way to make this happen is by arranging your space so people can comfortably enter the booth or pass by with curiosity. It's all about finding that sweet spot—making eye contact, asking how someone is doing, and hoping they acknowledge you. It might seem a bit daunting, especially for introverts like me, but I believe in you! You can do it!
Me, being friendly
For the table setup, I brought in my standing desk and stool from my office (saving money again!). This is where I kept my catalogs and card deck, and where I hung out to take notes and gather contact info. The height was perfect for making sure passerbys were at eye-level, so I could give them a friendly smile. Plus, keeping the table at the corner, rather than in the center, created an open and welcoming space, encouraging visitors to stop by and chat more freely.
Bringing catalogs and giveaways is also essential for a successful trade show. For reference, I brought 20 catalogs and distributed all of them, though I probably should have brought 30. Giveaways like stickers, tote bags, or notepads are effective in encouraging visitors to check out your booth and leave with a piece of your brand. I had planned to bring greeting cards for giveaways but unfortunately forgot them. Oops! Lesson learned: always make a checklist. Oh wait, I did! And you can have it!
The Post-Show Follow-Up
After a trade show, it's super important to follow up with potential buyers. Sending personalized emails to thank them for stopping by your booth and giving them more info about your products can really encourage those purchases. Plus, don't forget to share some behind-the-scenes moments and the final results on social media. It's a fantastic way to celebrate your success and reach a wider audience!
Participating in NY Now was such a valuable experience, offering insights and opportunities for growth. The highlight for me was creating the best booth I've ever designed. Even though the traffic was a bit slower, the lessons learned and connections made were truly amazing.
