Trade Show overload!

Last week I spent two days working with a couple of my principles on their exhibition stands at the May Design Series.

Trade shows are always something that I look forward to. It is a time to catch up with the principles, preview the new collections, get an overview of what the competitors are doing, meet new and existing customers, generate additional business, and of course to socialise.

My only previous experience of the Excel was as a visitor, and what struck me this time was how good this centre is as a purpose built venue for these types of events. You have car parking for over 3,000 vehicles, the DLR with links to the main underground system and national rail stations that stops right outside the venue and the location is very close to City Airport for overseas visitors.

The event was well represented over two halls with an eclectic mix of products. There was furniture, lighting, fabrics, upholstery, bedding, wallcoverings and accessories, in fact everything to do with interiors. These ranged from small independent companies through to some of the larger companies in the industry. There was also a reasonable turnout of International companies that are already established, and some looking to break into the UK market.

For me, the main focus was in the fabric pavilion where I was representing Art of the Loom, and also the BITA trade stand where I had Emily McGuinness and Silkland to support. There was a fantastic selection of fabrics by many suppliers you could wish for in one place.

The disappointment for many was the lack of turnout to support the event. I am sure there are many factors and reasons why it wasn't well attended, which begs the question, is an exhibition needed in May?

Now for some, these exhibitions are a never ending carousel that seem to go on all year round and quite understandably they cannot all be attended and budgeted for. As an example, Maison & Objet that takes place in January and September in Paris, Heimtextil during January in Frankfurt, London Design Week and Focus at Chelsea Harbour Design Centre London in March and September, Decorex London in September, Homes & Interiors in Glasgow during October and BITA travelling trade fairs in September just to name a few.

The cost to exhibit is very expensive. Not only for the area to exhibit in, but also transport, hotels and entertaining have to be factored into the costs which soon add up to many thousands of pounds. For the visitors, you are getting an opportunity to see many of your favourite brands as well as new ideas and suppliers.

For events that are poorly attended suppliers are reluctant to exhibit in the future and if there is a poor turnout of exhibitors the visitors will stop attending. So a poorly attended exhibition (by visitors or exhibitors), for whatever the reason can have an adverse affect on future events.

It is not for me to suggest which one's should be attended or supported, and there is a case that there could be too many, but, these are trade only events that benefit everyone involved in our industry and it would be a shame to see any disappear for lack of support from either visitors or exhibitors.

John Northwood.

Move with the times or get left behind

I have now been active on Social Media sites since around 2008/09 and they have become an important part of not only my social life, but also mainly for my business as well.

I first started when I had a business networking group. Facebook and Twitter were great for promoting the events, messaging people and generally interacting and raising awareness to the group and what was being offered to the business community.

As we have all heard and read in the news, these sites can also get you into serious trouble, and like an email, what you mean to say isn't always actually how things read! Used properly and thoughtfully you will not have any problems.

Social Media I am sure will no doubt evolve, and over the coming years sites will improve, new sites will be developed and others will just fade away and stop altogether, but they are here to stay in one format or another.

Now the reason I am writing about this subject, (and I am by no means an expert but I get by on the basics!) is that unbelievably many of my customers still do not use Social Media and it is something that I am always trying to encourage them to do.

There is so much that they can be doing to promote and market their business for free, but you know what I hear, yep! "I don't have time" or "it's a generation thing". Are you kidding me? You would rather spend £200 a week on advertising (or none at all) than spending a couple of hours a week doing your own for free! I am in my mid 50's, but it hasn't stopped me from learning and taking advantage of something that could financially benefit me.

There is so much more that they can be doing and it doesn't have to affect their normal working week. Facebook and Twitter are two examples. Not only can you post in real time but you can schedule your posts. Write up half a dozen things in the evening or the weekend, schedule to go out at different times and it's done. If it is just being used for work related information, then you can target your audience by connecting with those who have or may have similar interests or needs.

"I don't get time to do that"! Yes you do, they just haven't managed their time efficiently to be able to do it. As an example, while my wife is watching early evening TV (this isn't for me unless it's football!) or is working late and I have finished my paperwork and emails for the day, I sit on the sofa with my Laptop or Tablet and hit Social media. And it isn't just work related, mix it up with personal stuff, it's all about getting your name out there.

Through social networking I have met some great people, new customers and actually generated business through it. These are free tools for you to be able to make your business even more successful, and not just getting noticed in your area, but also Internationally.

As an example, I had somebody contact me from USA who was interested in selling one of the brands I represent. I didn't ignore them, I forwarded on their details, and yes, they are now a stockist of that brand in America. I didn't make any personal gain from that one lead, but what it has done is make the brand I represent recognise that I am not just representing them, but I am also now seen as an asset for helping them develop their business which in turn benefits me.

There are some very good people out there that can offer far more experience of time management and social media than me, which is why I am always checking You Tube, LinkedIn and Google+ (for free) to get more ideas and to try and improve myself.

Want to find me? I'm on Facebook, Twitter, LinkedIn, Google+, Pinterest and Instagram.

The irony is that those not using Social Media wont see this. But if you have friends who have a small business (or large, there are no barriers) that are not on social media, try and encourage them to use it, you never know where it may lead.

John Northwood