JPD Mom

Craft Boutique Etiquette and Hints

October 27, 2008.

Today I consider myself an artist and an Entrepreneur but not a crafter. I was once a crafter and even exhibited at many a craft boutique, show, home event - you name it I did it.  Okay, maybe twice upon a time.  it's not that Craft Faires and Boutiques are not great, they are just not what I do these days...but like I said I used to.  And if they were profitable for me, I would travel all over the place to with my proeducts - some products work and some don't.

With the holiday season (at least in retail) in full swing I thought I would give some tips, hints and help if you are thinking of doing a show, or exhibiting.  These seem pretty general and you might think, "duh Jamie we know this", however you would be surprised at how many people don't research and just jump in with two feet and think they will make a ton of money. 

Doing The Craft Show Circuit

In 1988 I started college, a junior college near my home.  I was taking a full load, living at home and  working part time.  This was the time of big hair, big jewelry and spin art t-shirt with leggin's.  While visiting a neighbor I came upon the idea to make earrings.  I made jewelry and I ran my first business, Designs by Jamie for about 4 years.  I had my products sold in physical stores, hair salons, nail salons and I did tons of craft faires. When I started Jamie's Painting & Design I actually started doing shows, trying to test the product and to garner interest and figure out price points.

I did the shows as a young college student and then much later as as a mother.  I sold two very different products and I sold to two different customers.  I don't think I know everything but I do think I learned a thing or two; 

1. Every show is different and you need to accept that. What works for one show will not work for another.  You should recognize the audience and make product, or price product for each show.  I had the good fortune of having products at different price points and was able to be flexible with each show.  One year I developed these present box pins for women to wear - they were super easy to make and they were priced at only $5.00 - one year we sold out at every show.
2. Make your prices easy to read and easy for the customer.  Shocking I know - some shoppers only want to browse and do not want you to point out the price point and reason for the price on each item you painstakingly made (believe me I get it).  Make your prices easy and put price tags on items.  A $10.00 item is going to be an easier sell than $11.99 - know what is an easy last minute purchase vs. a well-thought out piece of original artwork.
3. Bring items that your customer is willing to pay for.  Even if you are a renowned artist (again, trust me I know you are talented) does not mean that the Craft Shopper wants to hand over a bunch of bills to you.  Most are just there to look, and some customers are there for original items, original gifts.  Everyone wants a deal though.  You are fighting with the guy who sells hot-dogs, the woman with the Falafel, the beer man and woman with her $1.00 table of crappy cheap toys from Oriental Trading Company.  An art show does not always mean that the customers come with "art" money to spend.
4. Be flexible.  If you look around and realize your products are over-priced make a change and make it fast.  I once did a show for a mother's club and at the last minute decided to sell wholesale - in two hours I had 40 sales.  And do not forget to tell them you are having a sale.  I made up a big ta-do about how this was a once in a lifetime sale for the mother's club - it worked, and I still made a profit.
5. Enjoy the Event.  If you hate talking to people and you hate craft faires - then don't do them.  You have to love the possibility of a sale, you have to enjoy sitting at the booth for a long, long time.  And maybe days...be prepared and ready to talk to people.  If you enjoy the whole experience - this is for you.  I only like it when it is super, super busy - I can't stand to sit there, makes me crazy.
6. Develop a Thick Skin.  Be prepared for some harsh in your face criticism.  If you can just go with the mantra, "I can't please everybody" you will do fine.  However if two women walk by and they start to insult your products, discuss how ugly your products are and pretty much depress you...suck it up.  I have had more compliments on my work than negative comments - however the bad one's stick with me.  If someone is willing to discuss with you, your prices or your products - maybe engage them in a conversation.  Just listen, you won't change them but maybe they will give you a great idea.  Or ignore them and go grab yourself a Falafel.
7. Get with the Holiday.  If you are doing a Fall Boutique - get with the program, people expect fall stuff.  You selling sloppy seconds from Christmas at a July boutique - not so good.  Have an idea what the "theme" of the event is and have something, anything that fits that category.  Your customer will be looking for that - again, know your customer.  Here in the bay area there is a huge Pumpkin festival - we found the stores in the area and did fall and pumpkin coasters for them - with enough time for them to sell them at the event.
8. Walk Around.  I had to do many a show alone, I know how it can be - long and boring.  Try to get a friend a family member - another person who has a booth to let you get out.  Get out and walk the show.  See what others are doing, watch other people.  You can see an your next year at the show, or you can see what not to do.  You may see the same people at the shows year after year - play nice.  They may be the only personal conversation you have for the next 48 hours.
9. Do the Math.  You need to pay very close attention to the cost of the show, any hidden costs and the amount of inventory you bring to the show.  When I made jewelry I never looked at margins I charged the same for a pair of earrings with paint and glitter as one that had 14 rhinestones on it.  I knew what the customer would pay (the most was about $20.00), but I was not great about figuring out my cost.  Some shows have the vendor even give a percentage of sales to them after the show.  So you pay $500.00 for booth then 10% of sales - you better sell a lot of stuff!
10. Competition.  This is a fine line for you to walk, because first you do not want 14 other people doing what you do.   You want to stand out - but not too much.  If there are some other people making jewelry sort of like you, but not a ton that could be good.  However, find out if this is a good jewelry show or maybe mostly straw dolls.  It's hard to find out, but do make sure the show is right for you and if it is not do not do it again.  Find another one.  It is easy to get information on the Internet, research the show to death.

In the end if anything it is good to get out there and see what the customer is saying.  I wish I had taken better notes at these shows so I could help other's wishing to exhibit.  Each show is a learning experience, don't be afraid to change it up - especially if the show did not cost much to exhibit at.  Good luck and be careful with them glue guns - I have many a scar on my hands from those suckers!

Am Embarassing Business Guffaw

September 4, 2008.

So this is a big week for me, yes me, me, me, me....uh wait no my kids I mean my kids. They were at  school all day - our first sort of real work/school week.  All day?  ALL DAY!!  I was like a normal Mom, I worked while they were in school, and I worked all day I did not have to stop, pick up and come back to work.  It was all good, um except I did not know what to do all day.  So....first I went on Twitter, next Facebook and then I decided I needed a good laugh so I checked out Mommy Needs a Cocktail, and um I did not laugh.  I was brought back to a major screw-up that I never talked about.  Some big expensive mistake we made, or um okay maybe it was me:

Going to the ABC Kids Expo

The year is 2004 and my son is going to start kindergarten, my daughter is two.  Jamie's Painting & Design is attending our first Trade Show - The ABC Kids Expo.  Yessirreee big time, uh huh we were going to Vegas!  And, as most everyone knows (or not) there is lots of stuff to do before going to a Trade Show, lots and lots of stuff:

• Get the company literaruture ready (as if a buyer needed that)
• Design new business cards
• Make a press packet together (I did not even know what this was before attending)
• Print new catalogs
• Send postcards to buyers
• Set up appointments
• Get booth designed
• Get samples ready for booth
• Ship stuff to Vegas (note to self, ceramic is heavy and expensive to ship)
• Fill out booth forms
• Get professional photographs of products
• Buy plane tickets (don't even get me started - I booked them for wrong dates)
• Book hotel rooms
• Pay for booth (ouch....painful)

Changing Products and New Pictures

Now, let me step back and explain what I had to do all while preparing to attend the ABC Kids Expo.  To play with the big boys and to be able to mass-produce our products this was the year we stopped hand painting, this was the year we started doing inking (another post) and hiring employees.  Being the totally anal, perfectionist person that I am I had to make sure that with the "new" tiles we had a number of new things:

We started purchasing the ribbon wholesale, and saved money.  Ya it took us a few years to figure out that we could buy things in bulk....again, don't get me started.  So, new ribbon a few changes now that we are "big time" (and yes I am doing air quotes).  Also some of the colors may have changed a bit, or shall I say when not hand painted we were NOT able to match colors exactly and stay consistent (psst, check post from last week if you want to hear how I feel about hand painting) with our products.  And, lastly we knew that we needed professional photographs - my snapshots on the brick patio - not so good.

I Change, You All Change

I was a nervous wreck about our "changes" with our products.  We had a good amount of exposure on the web, some catalogs and a large amount of stores.  Mind you it was 2004, I was less than two years in I did NOT want to blow it. 

So, we had all of our products professionally photographed - yes all of them.  It consisted of about 2o Name Tiles, 20 Name Plaques, 6 birth certificates and 3 brand spanking new ornaments - yep, big time.  This is laughable now that we are hitting the 350 mark on products....but still it was big for us at the time.  Our photographer offered to burn cd's for us (again we were not so sophisticated back then) so we could send to all of our channels - it was only about 50 at the time.  He arrived late on a Wednesday with our cd's guaranteed they were good - we (me, okay my husband may have helped) stuffed them in Fed Ex envelopes and mailed them off, 2-day.  Friday came, and we had plans.  We left Friday.  Then, then......THEN Darin and I dropped kids (and dog) at parents and drove to coast for some R & R and work on business. 

Got to hotel.........checked email.

Uh-oh. 

Lots and lots of emails.

Problems with the cd.

No images on cd.

The cd's we sent out were blank, yes I said blank.  I did not check the cd's.........yep, never checked one, just sent.

I sent blank cd's, all over the country.  And, if memory (and bank accounts) serve me right, I paid for expedited shipping......brilliant!

So Whatcha Going to Do?

We freaked out, well I did.  My husband figured our photographer would give us a break....me not so much.  I kept leaving frantic (um cell service not so good near the OCEAN) messages demanding, asking and then begging him to fix the problem.  This was probably the first time I thought I would have a nervous break-down over work.  I had everything riding on this, I wanted it to be perfect...older, wiser me knows it is never perfect.

Luckily we had our brilliant web designer post the images up on a back door for our channels to browse through.  I mean in less than 24 hours they were up and ready to pull down if you had the site information.  Had to then smack self in face about 14 times wondering why we did not think of that sooner.  Our photographer did make do, and he did give us free cd's (I still have a few if anyone wants one) and he did give us a discount.

In the end none of our sites, stores or catalog:

A. Cared we were no longer hand-painting tiles

B. Cared that the cd was blank, I had a good reputation, it was August, they KNEW I would make do.

C. Got my products up before I attended the ABC Kids Expo - ya, so much for the fire drill, I was a month early and a bit too stressed to listen.  It was flippin' September, not December!

D. It did not hurt sales one iota.  Nope, did not change things - no glip, no glup, no blip in our sales, we continued to grow at a steady pace.

So, in the end what I learned was um I might of over re-acted a tad bit (my husband would say more than a tad, but who's blog is this anyways?) and it ended up to not affect us in anyway.  I wish I was able to calm down that "me" of 4 years ago and tell her it would all work out.  Oh, and I would tell her also that that her lipstick was too dark, she was carrying a bit too many pounds and oh and when husband throws you a surprise birthday party do not, and I repeat DO NOT drink the apple-tini's!      Wait, seriously - if I were to do it again, you should enjoy life more and worry less,  Dang - modern me is SOOO much smarter than the old me!

Back from BlogHer08

July 20, 2008.

I am back from BlogHer'08 and am officially exhausted and sick of talking.  I am sick of talking about  myself and my blog.  I went to some great break out sessions and met some amazing bloggers.  I have about 432 business cards that I need to follow up with and apparently I have some serious work to do on my blog.

Everyone Needs A Twitter

The big buzz word was Twitter, and how we all need to do it - I have finally jumped in and have started posting (I figured it out FINALLY!).....but I still don't quite get it.  If you are patient I will list all that I learned about blogging, who I met, who said what AND I will give this darn blog a make over...

Silicon Valley Mom Blog Perks

I have never had the red carpet treatment before, and let me tell you I could really get used to it.  The writers of the SV Moms got to attend a private party at Slide on Friday night.  Then on Friday afternoon we got make overs and head shots (that I am too afraid to look at) at Sak's.

We also got two humongous swag bags to lug home.  I am probably going to give some of the items away since I don't need all the fancy schmancy swag.

Vicki Bodwell and I were also interviewed by CNET regarding BlogHer'08 and our thoughts....

What I Learned at BlogHer'08

As soon as I get my notes in order I will write a better post about the event.  For now I need to entertain my kids, answer a gazillion emails paint a new birth certificate design for a celebrity (OMG I am too excited!) and put my work hat back on.

Personal Notes on Surtex & Stationary 2008

June 1, 2008.

So it was not all walking and note taking at the Surtex Show.  I actually got to do some socializing with some good friends, and I was able to meet a few artists from back home and a few new artists.  My feet are just starting to feel better after all of the walking I did in New York.  I have to admit I did forget about the whole walking everywhere, and then you walk the trade show's too. I packed boots - with heals, only boots.  I had to go and find some comfy shoes for my last two days there, hence giving my poor feet a much needed break.

Old Friends

It had been a long time since I visited Vicki Bodwell, owner and founder of Warm Biscuit Bedding.  Almost three years ago I flew out to be (well not me) part of a Warm Biscuit Bedding photo shoot for the Christmas Catalog.  My daughter was going to be on the cover....then the camera broke and the film was all ruined and she missed her modeling debut.  It was actually a fun trip, and we did have to convince Abby to do it....not really her thing actually.  That same summer I also walked the New York gift show and was able to meet a few new artists  and vendors I had admired from afar.

If you get a chance to spend some time with Ms. Vicki you will know her mind never turns off, I mean never.  She is one of those people who has more ideas than time, or energy to take it to the next level.  She is by far one of the most creative people I know and she never stops.  She is always calling me (or telling me at 7:34 a.m. in the morning as I wake up at her loft), "So, what do you think about this....?"  Then she proceeds to rattle off some amazing idea. 

Her take on the show was similar to mine, though I think she found some great new products for her catalog.  It was interesting walking with her because she is looking for items to sell, I am just brainstorming and taking it all in for future products, or future booths.

The Night Life

Another highlight of my trip was finally meeting Shelly Kennedy of Drooz Studio in person.  I could go on and on about her being a pioneer in the children's industry, or her new line with Demdaco.  It was great fun to walk the show with Shelly and to also eat some food and talk shop.  I love being able to talk to other artists on the phone and via email - but nothing beats sitting down for some great eats, drinks and laughs.

Thoughts to Ponder

Which brings me to a debate that I have been having (with myself) for the past few weeks.  I have  always had this idea, or this vision of what I thought I should be, or more importantly my brand should be.  I thought that the cartoon, whimsical look was JPD, it was Jamie R Lentzner.  I have written about it in great lengths how everyone needs a style, and if you have a style that is YOURS, it would be harder for others to copy you.  Well, um they can still copy you but everyone knows it was a knock-off.  So, when talking with Shelly over lunch I was discussing the "look" of an artist I saw at Surtex that did not look like her style, I could not tell it was hers, and then I started my big speech about how it should look like her.  Shelly said, "But what if the styles are changing? Don't you need to be changing with the current look or stay ahead of the trends?"

Uh......WOW!

So, with that I am sort of sitting and mulling over my new designs, contemplating the look and I am starting to wonder about my designs.  I am okay about this, every business (or artist) changes at some point, nothing stays the same....I know, I get it.  I have just been examining my product line, my art and sort of looking at it in a whole new way.  It is a good thing, I am thinking it is good to go over your designs, your look, taking a step back is always good. 

 

Attending Surtex & The Stationary Show 2008

May 30, 2008.

I feel like I only dabble in licensing my artwork.  Dabbling in licensing is sort of an oxymoron or a contraction in itself.  You do not dabble in licensing.  It is a full time job (as I was often told), full of creating new products, designs and putting them in the correct formats for certain companies.  You also need to make contacts, get the correct person (decision maker) to review your artwork.  And yesterdays no could be tomorrows yes - so you need to continue to contact companies with new art over and over.

At the suggestion of many artists I decided to walk the Surtex show  last week.  The Stationary Show runs at the same time and right next door at the Javits Center, so it makes sense to walk both shows if you ever do decide to attend one or the other show.  Let me just say that not exhibiting at a show this year has been a good thing, I think with the economy in dire straits spending upwards of ten thousand dollars just to exhibit does not make sense for this small company.  But if I may contradict myself, when I walk a show, something happens to me, I get a bit depressed and intimidated, but more importantly I start to really wish I was exhibiting.  I kick myself for not getting it together to bring my art to the masses.

Surtex

As a newbie licensor (Surtex is a show for artists looking to license their art), and a newbie (read first time walking the show) I have to say I was sort of shocked at how small it was.  I was surprised at how reserved it was and quiet.  I am used to loud, crowded shows with lots of fanfare and hoopla.  I was also overwhelmed by the amount of work that each artist brought to the show.  I am considering exhibiting next year, but am a bit overwhelmed (I am repeating myself no?) by the amount of work I would need to bring, and the traffic seemed slow.  I have nothing to compare it to, but it did not seem crowded.  I saw a lot of beautiful surface designs, but they all sort of meshed together, not one really stood out to me.

On a good note though, I was lucky enough to meet one of my favorite artists, and another pioneer in the children's industry.  Kelly B. Rightsell and her husband Brian had a booth on the top floor.  Kelly's booth was impressive and chatting with her was a highlight of the trip for me.  She already has an impressive list of companies she licenses with....I am sure she will have a few more after this show.

This is not the first time I met Brian,  I have spoken with him at many a show, many a years ago.  Darin and I also had the good fortune of speaking with him years ago about the plight of our business.  I can honestly say he was very nice, very sincere and gave us the best advice we ever received. 

The Stationary Show

Again, first time to walk the show and I found it just like most trade shows - loud, exhausting and overwhelming (yep we have a theme today).  I did not see a lot of new items, I did see tons of birds and the brown/pink color scheme is alive and kicking.  The stationary looked very similar to the hot fabrics I see on the market now, not the type of art I do, but defiantly the type of products I love!  So much of the same look though, it started to blur and I could not remember where I saw what.  The show is huge and it seemed crowded.  I spoke with a few friends I knew from Atlanta and they said it was slow, and then others said it was great.  I guess each person's experience is different, and as I learned earlier, not every relationship is sealed at the show:

Make it Happen

I have read in business books, articles and many a blog that exhibiting (or attending ) a big show is not the end of it.  You need to make appointments, make calls, make connections - work it sister!  You can not just expect to sit in your booth (like the good ol' day) and expect people to come in.  I agree 1/2 of the work before going or exhibiting at a big show is making appointments.  I am not a big believer in motivational speakers, but the old "You are in charge of your own destiny" could not be MORE true than when going to a show.

Which brings me to a great (or inspirational) story I was told by an entrepreneur.  A very, very successful one too (I know famous people, really I do!)  This woman called up a HUGE company and she said, "Hey!  Why aren't we working together?  Here, go to my website, my designs should be on YOUR products. "  Next thing you know the top sales representative comes to her office, they write up a contract and her designs are on this "product" all over the darn country.  A huge license and a major perk for her. 

Now, I am not so naive to not think she probably called 47 other times and did not get the same response, or she spoke to 345 wrong people before she got the "right" one on the phone.  Or, maybe it is true and she was at the right place at the right time - who knows.  The point is she makes things happen, she is not afraid to make the call either.  I have to respect that, unless I get overwhelmed or something, right?

The ABC Kids Expo 2008

October 24, 2007.

I have waited way to long to actually post on this subject.  I got a lot of information and asked many questions to those that attended the ABC Kids Expo before I made my decision whether to attend or not.  Drum roll please...... I am not exhibiting at the show, and I am not going to Atlanta. I did not want to jump the gun and just write about the subject, till I made a decision as to what I would do next year.

*Just a little disclaimer that this is what I heard, may not be what everyone heard.  There are MANY reasons as to why I have made the decision to not attend.  Been in business long, long time and would like to spend my money on other things - walk another show, have new website built, continue to grow existing business, write book, vacation with Oprah, rule the world.....sorry it's early I, uh...wish list. 

Jennifer Buffalo of The Land of Whimzy (fabric and bedding), who I had the pleasure of meeting at Atlanta exhibited at this 2007 show.  She claimed, " It was not a big writing show, and the consensus from the vendors right around us, they said the same thing.  From what I found, there were 1400 exhibitors and only 1600 buyers."  Not great statistics to me.

Joanie Perales, owner of Fairy Tale Jewels (jewelry) was also a first time exhibitor at the show.  She was kind enough to answer questions about the show for me:

"What I did not like about the 2007 show is that they had competitors spread out allover the place.  Some people may request to be far away from their competition, but I think it makes it more difficult for buyers.  If a buyer is looking to add a jewelry line, to me it would save more time if all jewelry lines were  in the same vicinity."

When I attended the show way back in the day (2004) I found the same problem.  In fact, I asked to be near some popular bedding designers so that I could be near an area with lots of traffic and hopefully be an "add-on" that would compliment the bedding.

"I would absolutely do it again!  I think repetition is key, just as it is with almost every other aspect of business.  I think it is also worth it for new vendors.....you never know until you try!  I met a lot of media contacts, acquired several new accounts, got a TON of leads, lots of positive feedback on my product line and made a lot of new friends in the industry." Joannie claimed. 

When asked what the majority of the products featured at the show it was universal - furniture lines, strollers and baby bedding.  This was my EXACT observation when I exhibited and London Edwards, owner of My Little Dish seconds that - she exhibited in 2005.

In the end it is up to each individual and each company.  The order numbers seemed to be small, Amber Miner of the blog Starting a Baby Boutique & A Children's Clothing Line says, "Here’s how I feel about the amount of traffic they brought to the show: if I had just spent the same amount of time on direct sales & cold calls - the time I did preparing for the show, traveling to the show, setting up, showing, and tearing down the booth, - I would have picked up a hell of a lot more clients. I would have had more exposure walking into boutiques."

My advice to any new company that is considering attending:

1. Check the cost of the show - A 10x10 booth with white drape costs $1,300.00
2. Cost of booth - ours was $1,000.00, maybe we paid too much - but we had hard walls
3. Shipping products to the show, and back - about $250.00 back and forth
4. Remember the hotel cost - a quick search on Travelocity has rooms at about $250.00 (that would be 6 nights, they extended the show to five days, you need to set up
5. Food - you have to eat - expect to spend at least $100.00 a day on food
6. Collateral, sales materials, advertisements - our ad at Atlanta was $1,200.00, when we printed new brochures for 2004 we spent $1,200.00.
7. Airfare - two tickets for me would cost about $200.00 each
8. Samples for the show - I need to bring lots, so let's say I bring $200..00

Rough Total: $7,650.00, minus taxes, incidentals, booze (or not), gambling, product samples

Now if you are doing margins and you are doing the Math you better be able to pay for the show with the orders you write.  I sell products that wholesale for $10.00 to $21.50......that is a lot of orders I would need to write - I could do that from the comfort of my office making cold calls.  They do give the option of sharing a booth, something that was not offered when I exhibited, this may be a way to share some of the costs with another company.  I do not claim to know all, and I do not know everything (though sometimes I tell my children that I do) however, I may not be where I am today had I not attended the ABC Kids Expo. 

Exhibiting at a trade show may be a right of passage - it may be you have to suck it up and do it once.  But I for one do NOT believe that you HAVE to be quilted into to attending or else- that is sort of the old school way of thinking.  For me to spend conservatively $7500.00 every year to only open a few accounts - I could spend that on PR, I could spend on advertising, I could spend on sales, I could build new website, I could print new brochures, I could spend it on development....I could give myself a raise (kidding, but tempting).

I would suggest checking the Kids Today On line Blog and the Starting A Baby Boutique & A Children's Clothing Line (very honest and if you check categories she gives numerous posts) for more information on the subject.

So if anyone decides to go again, please let me know how you do and I honestly wish you the BEST of luck!  I hope that it turns out great.  And who knows, I may change my mind....I can do that can't I?

The Grand Finale....in Hot-Lanta

Chapter 4.

Coulda....Woulda.....Shoulda          

1. The Show was slow, and it was not just me being bitter or counting people as they walked by.  It was much slower than January, the traffic was just not there.  However, when someone (anyone is in your booth) others always gravitate to that booth.  It is really a strange thing because you will be having a very nice conversation with  possible buyer #1 and all of a sudden you are swarmed and then then buyer #1 leaves, then you try to talk to #2 while then #3 walks in, by the time you turn back to hand #2 a catalog, all three have left the booth and you start to think you imagined this.  This would be a time when I could really use some of my good ol' college buddies (and by buddies I mean sorority sisters) because when we rushed girls - we had this down, businesses have even added this to their interviewing processes.  You need someone to take over and HELP you out - really it's called rushing girls...oh never mind another blog.

It has been almost a month since I got home from Atlanta and I am just now recovering from the trip.  My boxes that were shipped back from Atlanta only arrived a week ago - and a shout out to the shipping company for crushing them AGAIN, really thanks so much!  I have mixed feelings about Atlanta and my opinions are mine and mine alone - though most of the vendors I spoke with had similar experiences.  I don't want this to sound like I am bashing the great Atlanta show....but I am just telling you the facts ma'am.

Coulda - I could have done a better job of reaching out to existing stores and letting them know we would be attending.  I also could have sent our mailers to buyers attending the show.  I wish I had set up more appointments for the show also.

2. My thought is that in July there is less time and less money than the stores have in January.  We are all flush with cash in January (well if your channels pay there bills that is) and time off.  No one spends money (by no one I mean stores are empty, people have new Xmas gifts and they are looking at there tax bills)  in January - and the budget is wide open.  I had 66 sales leads when I left Atlanta, and tonight I got one more.  Let me tell you these are - these are not cold calls, these are solid in- bound leads of stores contacting me via email or phone.  And as of today 4 already said they had no money, or my products were too expensive, or not now maybe later, or your products are ugly and your mama is fat......no kidding on that last one - but would not surprise me.  The thing is, money is tight now, gas prices are high and it's July - tough time.

Woulda - I would defiantly have had no minimums.  When you pay a huge amount of money to attend a show the bottom line is sign up as many stores as possible - do try and sell them more products later on.  Opening up accounts are a good start.  I would have also given something away - anything to get the buyers (even the few that were there) into our booth and keep them there.   

3. I did get some stores, I did get some re-orders from existing stores that came to see me at  my booth.  I also sold those JPD Style Guides to all new stores and almost every existing stores.  I also have a huge opportunity for a direction I would like to take my art and company in - since it is not um, well solid I can't say.  However, this one thing will pay for the entire show....eventually.  And it looks like I may have added two to three new showrooms that will feature my line.  These are all good things - really good things.  I am just not sure it is worth the cost of the booth, the cost of the flight, the hotel, the shipping , the samples made.... and a week away from my family.

Shoulda - you should follow up with leads.  You should religiously set it in your calender to call them (do not harass them or annoy them), but do let them know you are interested in working with them.  The advertisement helped - every lead I get has been from the ad.  Even those that are not interested, I still keep them - I hang on to there information and I ASK if I can contact them in January to tell them of our new products.  And react quickly, if your minimums are too high - lower them NOW!  If your products are too expensive - make them attractive, throw one in for free.  If your packages are all wrong - change them.  Whatever you do = do not do NOTHING, do something - you are there for five long, long days.  You should do something.

As of right now I have decided I will not be exhibiting at the Atlanta Show in January of 2008.  I think I would rather spend my money on a few other shows, and I do not think that this is the show for me.  I am happy for those artisans that found success in Atlanta -I did, honest I did, just not enough of it.  Now I am not saying never, but for now - I am not so sure I believe in the whole show model - not this one anyways.

Atlanta.....the final frontier

August 7, 2007.

Chapter 5.

Finally....even I am sick of talking about this!*

Okay, okay so this has dragged out longer than moving the business out of the house, or even my bathroom remodel....ha ha jokes on you, that is still going on.  This will be the second to last chapter (gosh I hope) on my Atlanta Gift Show Odyssey.  I thought I would include ya' all in on some people you will meet at these trade shows.  Now, please do not email me or comment on this and say I am not being fair, or I am stereotyping......go to a show and TELL me you did not meet these people. 

The Friendly Neighbor

This person, or I mean, vendor could be the booth right next to you, or a booth 5 isles away.  This is the person that has a nice word to say to you whether there are 13 people in your booth, or you are asleep on your chair and you are catching flies.  She (or he) will give you their last piece or gum, or a mint, or even if you are SUPER nice a little glass of wine.  She will point out that little piece of cilantro in your teeth, or that piece of cheese hanging off your chin (Thanks by the way, you were a sweetie for point that out!)  She will even keep in touch after the show and really, really like you for who you are and not NEED something from you.  She will not hold a grudge if you had a great show, and if you had a bad show she will downplay her success.

The "I am NOT your Friend" Neighbor (you knew this was coming right?)

I have exhibited at three major shows, I have walked four major shows, I was in 3 permanent show rooms, I have exhibited at a ton more "not so major" shows.  I have spoken to other exhibitors and vendors....I do know what I am talking about. 

This person (or woman) will walk by your booth no less than 20 times past your booth that is, and pretend not to look at your work, yet as soon as they pass the booth they will do an 'about-face' and turn around and walk right past the booth again.....not looking of course.  They may send their husband to walk by and gawk in and see how you are doing.  They will come over ONLY to tell you how fabulous the show is going for them...even if no one has ever stepped foot in their booth.  They will ask you WHY did you do this?  Or what made you do THAT?  And every time you talk about a small (or large) accomplishment at the show they will reply, "Oh, I already did that!" 

Ms. What Have You Done for Me Lately?

This is one to stay clear of, be aware of this one.  This one will come over and gush over your products, salivate all over you and all your "accomplishments" then offer to help you out at some other show, if you only do ONE little thing for them.  This "person" will walk by with customers and pretend they do not know you, if you go by to visit them at their booth (stupid, stupid - should have known) they will blow you off.  This one will only want you to HELP them get one of the following:

a. Sales channel

b. Press

c. Information

d. Press (oh did I mention this...gee, wow - must be what they kept asking me for)

Be nice, I repeat, be nice.  But do not give away too much information.  Just nod, smile, say thank you and maybe give them a little bit of information.  You (or uh, me) do not want to look too mean, or too stuck-up.  I do not look at "this person" as a real threat, if they were a threat they would not need my advice.

The "Fake" Buyer

This buyer is super sweet, she will come in, ooh and ah and ask all the right questions.  She will point and smile and point and nod her head.  She will ask for a catalog and ask very specific questions ("Now if I only order one what will it cost me?") and not be embarrassed about it at all.  After she spends about ten minutes with you she will announce she is a. having a grand baby soon or b. her daughter may want a product or c. her sister LOVES to make crafts or d. maybe her husbands body shop could carry these some day.  These "wanna-be" buyers do not bother me, they may just order on line, or they may have a need to find us on line.  They do sort of bring ya down a bit though, if you were fooled by the nodding head and smiling .

The "I Just Want Your Designs" Designer (beware she/ he may carry a hidden camera)

If you have never attended a trade show you may not realize there are rules, regulations and um, ways to be polite and be niiiice.  If I must tell you it is rude to steal other peoples designs, or copy other people......well then you have not been paying attention.  However, apparently there are some people who do not know, or whose mothers did not tell them the famous rhyme that escapes me at the moment, but goes something like, "copy cat, dirty rat...."

1. A bedding designer was exhibiting at a show, a woman came up and asked where his products were manufactured.  He sort of laughed, did not understand the question and explained he designed them with his wife and they were manufactured in China.  She then said NO, I want to know who you use in China so that I can go use the same manufacturer.  The kind gentlemen claimed that he was not comfortable giving that information to her.  She replied that, "no, it's okay, I just want to take your designs and sell them in another country, with Arabic wording....don't worry I will give you 'a little something' ".  He thought she was kidding, she was not.  She left his booth very irritated and mad that he would not help her out.

2. A man with his badge turned backwards (it is very evident depending on the color of the badge to determine if a visitor is a buyer, a manufacturer, a sales rep, or another vendor) so that others could not tell where he was from.  Randomly walked into booths and while others were not looking he took pictures of products.  He snapped his camera, capturing images of artisans hard work and original designs.  Even though security puffed their chests out and claimed to wonder out loud, "which way did he go? which way did he go?", nothing was done and he left the show with valuable information. (please note taking photographs without permission is NOT permitted)

3. A woman entered a booth and oohed and ahed over the product being exhibited.  She was admiring it while others were in the booth.  She grabbed her cell phone/camera and started snapping pictures of items in the booth.  When the exhibitor asked her what she was doing she said, "Oh, it's fine, my daughter does this kind of stuff.....I am sure she can do this."

4. Two ceramic artists had two booths next to each other.  As the first day of the show came to an end they got ready to leave and go enjoy themselves with some much needed drinks and food.  However, before exiting their booth they noticed two women that had continued to walk by the booth, repeatedly, and they saw them lurking (yes I said lurking) and hiding behind another booths display (really I could NOT make this up) watching them.  The two decided to stay put and wait and wait, to see what they wanted.  Well they scurried away and were nowhere to be found.  After waiting almost fifteen minutes,  these two artisans decided to leave .  This did not discourage the two lurkers though, soon after they left they soon found out that the other two came back by the booth, came IN the booth and proceeded to touch, tap and rub the products. (Please know this is SOOO not cool to do, nor is this legal.......you are not allowed to do this!  Be nice, play nice people!)

And yes that is someone taking a nap under our table at the show.  It is a very, very long day and we uh, well we do what we have to do.  Again, I swore to not use names or uh well (psst.........it was NOT me) nicknames so that everyone was left anonymous......

Okay, so the photo was uh, well taken after much coaxing  and laughing.  But, that IS how you feel by day four....

Girl we are not in Kan.........California anymore!

August 2, 2007.

Chapter 4.

The Show....finally, sheesh!

If you are a superstitious type of person, the first day of the Atlanta Gift Show would have probably freaked ya out!  It landed on Friday the 13th...ooooh ahh ha ha ha, oooh ah ha ha ha(that was my creepy sound).  We arrived at the booth just minutes before the show opened.  It was very exciting and nerve wracking, you should see some of the early bird buyers were standing, waiting to get into the children's section - a security guard was holding them back.  I personally felt very smug and important (make a note this was the LAST time I felt that way the entire week) as I showed my exhibitor badge and marched over to my booth.

Friday was very busy - we both ran out of our price lists and London actually had to regulate the brochures she handed out due to the fact that.....well they were going so fast.  We were literally up out of our seats every five minutes, we did not get to finish (I mean gulp down in 4 bites or less) our meals without being interrupted - I am NOT complaining, this was good! 

Now, once again I want to step back and say that you should have some goals for the show - so even if you do not sign up 345 (come on really?  Isn't that goal a bit lofty?) new accounts at the show - did you make good contacts?  Did you make TOO lofty a goal for yourself?  Did sales rep court you to sell your products?  Was your booth busy?  Each day is different at the show, each booth is different EACH day.  Assess each day - don't jump the gun, or you know hang the noose.  And by all means wait till you get home - I think I mentioned I have had stores purchase samples  that saw me exhibit at the ABC Kids Expo (3  years ago) this past year.

Soooo...Friday was one of the best days, we (me) wrote one of (not biggest) our largest store orders ever.  We also had some re-orders from existing accounts.  We also had amazing ( and orders) feed back on our new Style Guide - it features all 251(cha-ching!) different product designs for the stores to keep in there store - twice a year we will send our new products for them to update the binder.  This brilliant idea was NOT mine.....kudos to uh, well okay kudos to London.  Without giving too much away - it is really brilliant, and it helps if your product is personalized and the customer needs to order something theme based.

A few Trade Show Mantras (these help, trust me.....)

Be Positive

I believe the children are our future, teach them well and let them........sorry minor 80's Whitney Houston flashback.  As I was saying, I believe it takes months till I will know exactly how successful this show was.  I will have to wait to see who gets in contact to order products AFTER the show, or which possible editor got my information, got my press packet, or reads my blog (psst....hey O Magazine!!  Send my best to Oprah!)  If your first day at the show was awful, then girl - hike up your big girl panties, go out and have a couple drinks (no, no NOT seven, put the cosmo down....just a few) and get ready to knock them dead DayTwo!  I always try to have a positive attitude before attending the show and when at the show, (at least till the last day, then I am totally poopy) people can tell this.  I swear buyers smell desperation a MILE away too! 

Be Flexible

Now if you are at the show and you have spent the money, I do not mean give away the farm, or sign on hardware stores just to cover your costs.  I mean get as many accounts interested in your line as possible.  For example we are pretty much chock full of websites, we are done taking any new ones on.....however I met a few at the show that I may consider taking on.  At the very least get some information on the "channel" you think you don't need.....because you might NEED them someday.  Towards the end of the show (or if you are me and you sell birth certificates) Grandma's with sales contracts, tend to want to purchase items for their grandchildren, and they do not want to pay minimums.  I do not shoo them away, I do not blurt out our minimums - I give them a catalog and say nicely, you can order from our website.  Secondly, if it is a new store with a limited budget - be kind, you should recall what it was like when you were starting out and NO ONE would talk to you.  I always think of that store that gave me a break.....maybe lower your minimums for this little store.  I personally will not squabble over a measly $14.00 or $43.00 - make the sale!

Take the Good, the Bad & (you knew it was coming) the Ugly

Busy booth=Busy Show, just looks good, even if you did not make that $500 deal with Barneys!  Did people say nice things about your products?  Were they interested?   Find out what they like about the products.  Find out things about the store, and sell it sister!  I mean work it - the growth, the press, the sales, the product, the celebrity endorsements - pump your chest out like a man (sorry, could not resist) and brag about your company.  Just talking to people and getting your story out- that can equal a successful show!

Sharing a booth with your competitor, or a company that generates (Prayer Plates...the South, uh, the bible belt...really, need I say more?) lots of interest can be a bit daunting.  Now, I am not saying we are competitive, but really people know My Little Dish, and I think her display was better and well, buyers LOVED her products.  And she does lay on the Southern Charm waaay better than me, no seriously she just has the cutest damn products, or as they say in the South, "Shut up, could you just die Mama!"

The competitive nature of those around you really comes out after the first day.  It is a damned if you do, and damned if you don't.  Here is what I mean - if you are doing great, writing orders, people are in your booth - those vendors around you will hate you, look at you and say, "What do they see in that?"  If your booth is vacant, does not seem to be busy, those vendors around you will stand around and say, "Poor them, jeez this booth must have cost a fortune.....I can not see why people would order that."  Okay I am making generalizations here - but I have been on both sides of this fence, and even at the same show - just different days.  I have talked the talk to these people - I swear I have! 

Make sure and have a very thick skin when you do a Trade Show, and don't, I repeat do NOT start to re-think your whole business and product line while at the show.  London and I were looking around and discussing dreamily how great it would be to just un-pack baby blankets and burp cloths........so lightweight, so easy to fold.....ooh........oh sorry there I go again - I was fantasizing about the cost of shipping light weight blankets, sorry.  See what I mean?  You are there to sell, put on a big smile and sell!  Pat yourself on the back and don't worry about those around you - you have no idea what they are thinking...........just be positive!

Trade Show Lingo

Chapter 3.

Pay Attention.........there will be a test people!

I recommend having all your ducks in a row before going to a Trade Show.  Whether you are walking a show before exhibiting (highly recommended by me and all other expert types) or you are exhibiting, you should KNOW a few things, terms and such:

Buyers

A buyer is someone that purchases products for a store, a catalog, or a website.  You want buyers in your booth, you want buyers to BUY your products.  Even if every other vendor at the show loves your booth (which is nice, thank you very much for those of you that came by) you are there to sell.  The buyer can be hired by a store, or can be the owner of a store.  Buyers from websites are attending trade shows more and more, scouting for new products.  Now, this may not end in immediate sales (if you drop ship that is - that is when you ship it to the customer directly, instead of a sales channel carrying an inventory) but it can open doors for you in other ways.  At a show I never say no, it is a bad word, go home and research or let them down easily - be nice at the show.

Your Company's Story

What is your story?  How did you get your company started?  Why do you make those whatcha-ma-callits?  What will you and will you NOT divulge to the buyer?  How do you explain your product line?  Where else is it sold?  What makes your product special?  This is selling 101 - you are on parade, as much as your product and your booth.  Let me tell you something - in the south they can tell a pretty tall tale, spin quite a yarn if you will....this girl from the north could learn a few things from those southern belles.  So, get it straight, stick with it and by all means tell the same story, don't get caught in a lie, or a fib, or an exaggerated truth (uh a lie)....they will catch you!

A Package

Some companies will have a package they sell to a store.  Like an opening package for a Luggage company may consist of 8 purses, 4 wallets, 4 money clips, 10 suit cases and 2 backpacks.  An established company may only offer the best sellers or the newest products at any given show.  Packages can work if you seeing existing customers and if your products lend themselves to good sales IF they are featured in a large grouping.   Also, it works if you know what sells and what does not.  My Lil' Buckaroo Name Tiles sell like crazy in Texas..........not so much in say, Maryland.  Again, this is information you should take with you to the show, know how these stores should sell your products.  Packages do not work when you have 251 (yep that would be our products) different items and if you are introducing a brand new line of products, i.e; coasters, picture frames, door hangers........you get where I am going with this?

Minimum Order

What is your minimum order?  This is asked as soon as they (buyers) set foot in your booth, or if they just stop and nod at you........What is your minimum order?  Some vendors have an opening order at a set price (this is to start working with your company they NEED to spend some $$ to carry your product) and then all re-orders at another price.  Large companies with high ticket items may not blink an eye at opening orders starting in the thousands, or in multiples of 4 per product.  You want the store to feel comfortable with your set price, and confident they will order again, and again from you.  When we attended the ABC Kids Expo we had no minimums - our goal was to pick up as many accounts as possible - so at 35, and then growing to 40 after the show, it was good.  However, stores closed, stores never ordered again and some that only purchased a couple items never even put the samples out or ever acknowledged we had an account with them.

Presentation

You are your product and please do not ever forget it.  Do you sell clothes?  Should you wear your creations?  An apron?  Should everyone in the booth dress alike?  Should you wear a t-shirt with the company logo on it....wait do you have a logo?  You need to think about these things and your first impression the buyers will have of you and your company.  At the very least look professional, bring mints and please......smile.  The lady that sits in her booth with her face in her hands and scowls as buyers walk by (true story) will not, uh get many people in her booth (and no it was NOT me....it was London........no I am kidding!)

Sales Representatives & Show Rooms

Sales representatives that represent permanent show rooms can and will walk the show looking for new products to sell.  They may not let on to this when they walk the show, or who they represent...this is back to being nice to everyone that comes to your booth.  They represent your product and company - they are on a commission base, which means you do not pay them UNLESS they sell something.  And, yes you do pay them a 15% commission per sale....and they deserve it.  They can show your products to stores that may never acknowledge you, or may not even meet with companies with out representation.  I see many newbies and in-experienced companies saying no to these sales reps - but they should think of the pay off - I mean are they really going to attend every major show across the country to get stores - that would be two shows a year at Dallas, Minneapolis, Las Vegas, New York, Los Angeles, Atlanta & Chicago.  I know from experience they can open doors, I mean throw them WIDE open when they would have been closed to a small company forever!

Bottom line is be nice....I should not need to say this, but it must be said.  Be informative and be consistent with everyone who enters your booth.  You never know who is going to come into the booth.  Treat each one with respect, equally (pst....January Show) you just never know.  And trust me on the mints....

 

Setting Up...takes a long, long time

Chapter 2.

It's getting hot in here so....no, do NOT take anything off - I was going to say start unpacking

Anyone who had any grand and romantic ideas that setting up a trade show booth was fun, I am going to let you down easy.  It is not any of those things, it takes a lot of time.  It is exhausting and back-breaking work - if you do it yourself that is.   I am sure there are some major large companies that actually hire people to do it for them, alas that is not me.  We have to ship our products over a month ahead of time to a company that stores everyone's booths and products they will display for the show.  That very company ceremoniously just dumps the boxes in your booth, some boxes may (and will) be smashed.  It is a messy, people un-packing, hanging things, sweating, bubble wrap, boxes, crates, tape, sweating, tables and bags of garbage everywhere.  Still sound like fun?

This being the first time I set up the entire booth by myself, I did not realize how much time it took.  I also packed way too many products,  a 10 x 10 booth, missing one wall not much space for hanging wall art.  Let me back up a minute :

My Little Dish and Jamie's Painting & Design had two booths side by side.  We had hard walls put up by the company that does booth displays for the back of the booth and both side walls.  Well they actually made a mistake on one of the side walls.....but it was free, oh oops make that second thing free in Atlanta!  Looking back we should have had 1/2 the booth one color and the other 1/2 a complementing color, our booths did tend to mesh together a bit.

So, it took about 8 hours to set up the booth.  It would have been easier had I packed better and used less product - here are a few tricks of the trade I wish I knew:

A large company that had tons of traffic, shipped all the products in large plastic crates.  After removing all the sample products, they turned the crates over and covered them with table clothes that were fitted to make it look like tables.  They then put the samples on the top of the crates - voila' table for booth.  Those of us that shipped in card board (remember the smashed boxes?) had to actually put stickers on every single box we put behind, or next to our booth that said "HEY DO NOT THROW THIS AWAY we NEED to ship them back".  Wonder how they thought we would get them home?

Another smart company (okay it was London) had sleeves of bubble wrap that she just slipped each and every plate out of and placed on her shelves.  I uh, sort of hated her (kidding) as I cut the tape off and un wrapped every single flipping tile....

Shipping products and making products for a Trade Show can be painful and expensive.  Each box costs money to ship, money store, products inside cost money to make, and then money to ship back.  One Vendor I met actually rents a small storage space in Atlanta with her standard products and IKEA shelving (note to self MUST go to IKEA) for the two shows she does there a year.  Then, she keeps another storage locker in New York, with samples and shelving for those two NY Shows she does a year.  She actually spends less money then if she kept re-shipping product to the show.  She also (dang she is SMART) puts a little sticker on the NEW products, so buyers know what is new at a quick glance.  I just stood around and pointed, oh and that one, and that one is new.....blah, blah, blah.  It would have been much better to have little NEW signs next to new products.

IKEA(damn you IKEA -why did I not go there?)  has these great white 12 x 12 tables, with legs that screw on, and stack easily, on top of each other.  That company (from across the way) had those also, and they snapped and clicked them together in 14 seconds....I used tables from show, had to put table cloths over them, then begged a steamer from another wonderful vendor who came.....prepared.

So, again 8 hours on my feet, I am exhausted sweaty and in need of some food...and adult beverages, we FINALLY left the Gift Mart; Tomorrow is SHOW TIME!  Having spent many, many hours, days, weeks and months on this I am glad we are almost ready.  I have let other things in my life and in business slide, and invested a lot of money.........I sure hope this is a success!

Get me to Atlanta....pleeeze!

Day One - going to Atlanta

Things looked promising the day before I left for the gift show:

Getting ready for a trade show (as I have addressed earlier) is like a mad dash to finish.  Whatever was not done I decided I could do from the hotel – because I had like you know – a day and a ½ for that……right?

July 11, 2007

• Up at 4:00 a.m.
• Cab picks me up at 5:00 a.m.
• Get to the airport early (yeah for me!) and check in, get coffee, sit at gate for five minutes
• The crew shows up – mumble to each other, “flight canceled” then walk away
• Look at flight sign thingie – red lights flash FLIGHT CANCELED
• Run-walk all the way back to the service desk while saying a baaad word in head and trying very hard to NOT cry
• Stand in long line, behind everyone that was late (swear at self for being early)
• Get on cell phone with customer service agent
• All flights booked – they will NOT get me out today
• Customer service agent at airport sashays by (yes she did not read the urgency on any of our faces) and mentions our suitcases are being held in a “secure place” so we need to stay in line – STAY!  Staaay....SIT!  Good dogs!
• One hour later, we have not moved, still standing in line
• Customer service lady (another one) starts yelling, “Go get in line on another plane, book a flight we will reimburse you…..except Delta and Continental”
• Those are the two….yes only TWO airlines that can and will fly me to Atlanta direct.
• She then tells us our bags have been in the baggage carousel the whole time – shit!
• Go get suitcase at baggage check
• Stand in long line at Delta
• Pay for new ticket – leaves in four or five hours ( but who is counting now?)
• Go home for nap for one hour
• Come back at 12:30
• Get frisked and then sent through EXTRA security because I may have a bomb.  Go through very embarrassing and personal security check (read blow air up my shirt..ya I said air)
• Need a beer – sit in bar and eat sandwich and drink one (or two) beers
• Flight is delayed
• Flight is delayed a bit longer......finally board plane
• Get picked up on by young man wanting to show my friend and I around Atlanta, oh and he wanted a job too – he was a painter (note to self do not talk to strangers)
• He reads over shoulder as I work on laptop, reads Press I got, thinks those are my goals for year, I choke on water - almost five years of what I have DONE– Oh, he really wants a job now
• Turn on i-pod so can be left alone
• Finally arrive at Atlanta Airport around 11:00 p.m.
• Get taxi cab – sit in traffic for over 45 minutes
• Arrive at hotel at 12:15 a.m.

Not a good start to my week in Atlanta, however with all of the extra time I had on the plane I was able to write the rest of my biography and my history for our press packets.  There is a press room at every Trade show, this is where the press can read about your company, talk amongst themselves, eat……you know.  This is an easy way to get your information to the press.  I was able to leave 10 Press Packets there (this can include a short bio, picture of company owner, a history of company, brochure, other press, information on products).  Not sure if this will turn into any press – but it is exposure.  It is free too – this was the only thing that was free in Atlanta.

Came...up...for..a....Breath

July 6, 2007.

I have finally come up for a breath and I can see the light at the end of the tunnel.  I swear it is clouded with a to-do list that is wrapped tightly around my neck, an empty suitcase and an empty wallet....but I am almost out of the woods.  I have honestly missed blooging ( I really typed that).......oh god I have been gone so long I don't even know what this is called!  Someone help me.......uh bleg, blug..............BLOG - thank god my brain is still in tact!  I meant to say blogging, sorry major brain fart, or more like aneurysm!

The fact of the matter is you are probably as tired as I am of discussing the Atlanta Gift Show.  The good, the bad and the drama of this show has most definitley aged me considerably.  I honestly can say that I forgot (similar to child birth) how painful it was to exhibit at a trade show.  At last count, I have 250 SKU's and we are at over 300 when we start to look at the pet products and the exclusives I have done for other companies.  I have been building an on line catalog or a download for our existing customers, a pdf (whatever that is, well I know what it is, but how to make one is still a mystery to me) if you will.  After this weekend I will know what a pdf is, I swear.  I have spent hours adding all of our products to this, this, THIS on line catalog.  Let me tell you that it is a LOT of themes and products.

So, at one point I decided to see what the rest of the world was doing and I decided to log on to some websites, looked at my magazines, read a few blogs and basically re-entered society.  I thought MAYBE I would read something new, something fresh, I thought things would have changed......but no.........as much as everything changes it all stays the same and then some craziness is added in for good mix.   After 10 + hours staring at the computer you start to oh, kind of lose yourself.  Luckily nothing changed and I found I was right back where I started:

Why is it a badge of honor for someone to brag that they had No Formal Art Training? 

An attorney, a salesman, a teacher, or a doctor would never say "I had no professional training...".  Being someone who went to college, got a degree (um that would be an official art degree) and continued to take art classes to hone my craft, I find it a bit offensive.   I mean, with the art programs in school dwindling, it is like we as a society  justifies this "no professional training" is okay.  I have to say everything I learned about art I basically learned at college.  I learned how to create a portfolio, all graphic design, programing, Photoshop tutorials, animation, a style guide, perspective, drawing the human body, understanding anatomy and even accepting an art critique....I learned in college - not from uh a painting class at Michael's or my local Recreation Center's weekly painting class.  Not to say that some people are not born with the artistic talent - I mean you got it or you don't.  Years of education will not help someone that can not draw.  Yet, I worked hard for my degree and I would NEVER highlight my weaknesses (Stay at Home Mom Starts Business with no business degree....what was she thinking?).  Yet artists ( so-called) feel the need to puff their chest out and brag, yes BRAG that they had no formal training.  What is the world coming to?

If Oprah calls I am saying No Thanks?

Okay, I have sat on this particular blog entry for over a week, and it still makes me scratch my head and say.....what the?  This entrepreneur has stated that she is saying no to Oprah....oh and Paris too, like Paris even knows how to use a phone to call her?   I mean, she is saying that being on Oprah's show is not part of her 10 year plan (she is on schedule to retire at 35 or something like that).  She says that maybe (yes I said maybe) if she gets a chance she will be on the show after retiring, and meeting all of her goals, then, THEN she will say YES to Oprah - okay, ya Oprah will be begging by then....  Is anyone else's head exploding?  I find it so self-serving for an entrepreneur to state that they will say no to....an offer that does not exist, and on a public forum (a blog)!    Being someone that sort of understands publicity and blogs she is contradicting herself.  She is linking her name to Oprah (anyone that searches for Oprah will end up at her blog - trust me try it) yet she is insulting her hero (come on we know she likes her).  Being a fellow small business owner, being on Oprah is like striking gold!  Being linked to one of the country's biggest philanthropists is not such a bad thing either!  It is a thinly veiled attempt at publicity and recognition, and by me saying thinly I mean STUPIDLY, I mean who did not see this ploy for publicity?  But it's okay, when Oprah calls me I will tell her to NOT call her...

The Bitch is Back!

This one hits a little closer to home for me.  Good or bad, real stress or perceived - makes you look REAL close at your business.  When you are spending thousands (yes that is what it takes just to GET to a trade show, and no that does not include food!) you start to look at the numbers, where your money is spent and what employees are doing all day long.  So....I had to be um a bitch I guess.

• First I had to tell the company in our business complex, that had not one but TWO vans in our parking spots to move.  You see they were selling them ( the nearby company that was closed, yes closed for the summer, but they thought they could leave them in our two parking spots ALL Summer with signs that said for SALE).  I had to go tell them to move them....like now.

• A couple was going through our garbage, well our recycle bin on a regular basis, removing cardboard and re-selling it.  I knew this because the recycle bin in the back of our office complex was empty more times than not.  Well this week (yes of course it was this week) I caught them.  Now, before you call me scrooge or a capitalist please know I pay, I said I pay for the recycle bin - we have to pay for it!  And it has been EMPTY for months, so I pay for nothing.  I reported them to our land lords.  I told them to stop going through our garbage first, when they ignored me then I called the landlords.  I do feel bad, everyone has to make a living, but please do not do it at my expense....and not this week!

• I had to have a difficult conversation with a co-worker.  This has been building for almost two years, yet with the state I am in, and the amount of money on the line it gave me the courage to have the conversation.  Fear, frustration and lack of sleep can make me a fearless leader.  I am relieved that I finally had this conversation and without giving too much information away,I will sleep easier at night.  I should have done it years ago - but I try not to obsess on that.

•   Explaining to an employee the cost of our fixed costs, their hourly rate, the shipping rate, the rent, the other employees that touch the product is a must.  This was done by our Accountant not by me.  Yet, I feel it was worth doing, and worth mentioning.  I do not think most people realize the cost that goes into that one knick-knack that sits on your desk; 

$1.50 to purchase the ceramic whatcha-ma-call-it (not to mention shipping cost to warehouse)

$2.00 to paint it and fire it

$1.00 to ship it

.50 cents for box and shipping supplies

$1.00 for the office work for processing the order, making the shipping label and then invoicing the store for the product

Cost to Make Product: $5.50, profit is only $4.5o (Not to mention the rent, the insurance, the marketing, advertising, publicity......). 

If this product is sold for $10.00 wholesale, and $20.00 retail...well you do the math.  This is the problem for small businesses and businesses in the USA.  You can be profitable, but you must, you must ( I am so on a repetitive theme this blog no?) make the most of your money. 

Do you see where I am going with this?  If an employee spends an hour or two on a product the profit is gone ( for argument sake let's say they make $10.00 an hour).  This is something that most employees (I never did) think of when they dilly-dally, or zing-zang, or goof-off at a company.  If an employee spends an hour researching what the product is or figuring out what is wrong with it - we as a company make no money, and we are out of business.  WE need to make money to stay in business.  A small business lives, literally for those pennies and dollars from each product.  If you are not super productive and efficient your profit goes down, if it is not gone entirely.

So, I am happy and dismayed that the business world has not changed as I put my nose to the grind stone these past few weeks, if not months.  I will happily be blogging about the good, the bad and I am sure the FUGLY at Atlanta next week.  I am sure I will have many stories, many photographs and many southern expressions (Don't Cha Just LOVE it?) that I will share with you.

Please wish me luck.........I am going to need it!!

Advertising? Me...NO...okay maybe?

I do not have an Advertising degree.  I never took an advertising class in college.  I never read a book on advertising.  I don't get advertising- well no I do get it, I love Bud Light ads and the Macintosh commercials are hysterical...in fact I only watch the Super bowl for commercials.  Okay, well my first job out of college (temporary) I did work in the Marketing/Advertising department....and I got to do some illustrations for some print ads....but that does not make me an Ad Exec.  I did not write the ads, I did not pay for the ads....I did not even (it was a company that sold software for following stocks) get what the ads were about.

I have a confession to make: I don't believe in advertising.  There I said it...that was hard.  Okay I don't mean I don't believe, like not believing in the Easter Bunny or the Tooth Fairy, it is just not something I believe will work for my company.  There are a few reasons why I don't partake in any advertising (print and PAID that is): 

1. A national children's magazine will have (guaranteed at least one, if not more) one of our existing sales channels advertising.  I sell wholesale and do not think it is good business to advertise and fight for direct sales, when I want my (our) customers to go to the existing sales channels.
2. I do not have an Advertising Budget
3. Advertising is very expensive
4. Without any way of measuring the success of an advertisement, it is like throwing spaghetti at the wall and hoping it will stick
5. Did I mention it's is EXPENSIVE?

Please note this is different from product placement, that is where a magazine, TV Show, Newspaper or some sort of Media asks (or your publicist asks them) to feature your product.  Or a story written about your company, or you - this is a feature.  I am talking about a paid advertisement where you are trying to get people to come to your website; You pay upwards to thousands of dollars for a full color ad, the larger the size ad....the more you pay.

And of course - as always, we rely heavily on press for driving traffic to Jamie's Painting & Design.  I am a firm believer in press and I believe it can help a business get the word out, plus it introduces us to a whole new set of people that may not have heard of us.  Press/publicity helps us out directly driving sales and traffic to our site, and it helps our sales channels - a win win!  Now let me be clear this is about print advertising, not on line (though I don't do that either, keywords and organic search...another blog)  Advertising is not where I like to spend our money.

That being said........drum roll please..........take a gander at the ad up above:

Call me a hypocrite or call me a liar....just don't call me late for dinner (sorry I uh....all of a sudden I am hearing my Dad in my head saying that).  This is our very first advertisement after nearly five years in business.  And for the record this is NOT going into a National Magazine, not even a trade magazine at that.

Here are some reasons why I think it will work:

1. The ad is going to run in a booklet that is sent out to over 50,000 buyers that area attending the Atlanta Gift Show in July.
2. This is a very targeted audience that will be attending the show LOOKING for new products
3. We spoke with another company that advertised in the book for the last two years.  Her ad alone generated enough pre-show orders that the show was paid for before she even left for Atlanta.  She also told us that she would never do the show without the ad.
4. I shared the cost of my ad with another company.
5. We got the ad on the right side of the book, better for buyers flipping through it quickly. 

Only time will tell whether this ad paid for itself or whether I will need to start working the night shift at our local Burger King (kidding.....I swear).  Anyway the buyers guide will drop the end of May and we will wait and see.  I may have to eat my words about advertising......please, please I am hoping I do, cross your fingers for me! 

Am I still in Atlanta?

JPD Atlanta Poster
Originally uploaded by mama_lentz.

January 23, 2007

It's been a week since I got back from the Atlanta Gift Show.  I am still waking up confused and bleary eyed.  I would not call it jet lag, but I feel I am still physically and mentally exhausted.  Being away from home for a week, away from work, away life tends to stress me out.

My children have been great, and I missed them terribly.  They even got right back into their regular routine last night or fighting, whining and bickering to make me REALLY feel at home.

So the dust has cleared from our first show at Atlanta and I have been able to make some observations and some assumptions.  And I have even had my mind changed on a few items (not a hard task mind you).

1. Trade Shows are good for Manufactures in Retail

I have come full circle on this one, I did not believe it was true until after attending a show.  I think the buyers, the licensor's, the large companies, the catalogs, the sales reps NEED to see you.  They need to know you exist.  Phone calls alone do not always open doors.  However, trade shows are expensive.  If you are ready to go, do your homework on what the best show is to do, see if you can share a booth, find out if you can get flight/air/transportation discounts. 

2. Be Open to All Buyers

This gift show was over 3 buildings and 20 floors each building, millions of buyers, millions of booths and products.  Don't snub your nose at the little gift shop in Topeka, Kansas because Wal Mart is looking in.  That store could be your biggest channel.  Also, we picked up interior decorators and web sites - now this did not necessarily equal sales.....yet.  Be open, be kind, be willing to talk to people.  It is tempting to sit in the corner of your booth and pout, reading the latest copy of People Magazine...believe me I know.  Do take breaks, do trade off with an employee or loyal family member (husband's are good for this) and do smile.

3. Don't Believe the Hype

Attending a trade show is a little like attending high school.  The booth that gets tons of traffic will hold their head up high, tell you how fabulous the show is and look at you pitifully if your booth is not crammed with buyers when she walks by. Note though, she may just have interest, but won't bell you that. Others will come by trying to get advice, ideas...or try to get a date.  It can be daunting, depressing and did I say daunting?  Don't let it get you down.  When times are slow, take a walk.  See what is out there, see who is out there.  You may run into an old friend, you may run into a sales rep, a buyer.  At the ABC Kids Expo my sister helped for a few days (she was the one that got asked out not me) she ate lunch with a large group of buyers from a chain of stores in the south.  They all came over and placed orders for every store.

4. Observe The Trends & See Who is There

Now I am not saying go take your cell phone over and photograph your competitor and steal her ideas.  "Bad, bad, bad girl (I am yelling and I am shaking my finger at you)!"  See the what is going on, see colors, see ideas, even see what is happening in other industry's.  Notice your surroundings.  Listen to what people are saying.  It can be very educational to be around so many people (buyers) that influence what the public will be purchasing come this Spring. Do take it with a grain of salt though, our second to last day two women stood in my booth, scrutinized my art and then when one asked the other if she wanted any, she paused, made a face and blurted, "NOPE!"  I wanted to shoo them out of my booth....

5. Stay Positive No Matter What

Keep your chin up, if you know you have a good product and you have solid sales, keep an open mind.  This show may not be for you.  You may be in the wrong section or selling to the wrong demographics, or the wrong part of the country.  Some days were good for us (be prepared for long week) and some were okay.  Having been in business for four years, had a very successful Christmas and lots of press under my belt I was feeling good even when business was slow.  If all else fails check back in at home and see how sales are for the week - that will make you feel better.  And do know the postcards or brochures you give away may stay with buyers for years.  We had a store in Florida call us last fall after seeing us at the ABC Kids Expo (back in 2004).

5. Wear Comfortable Shoes

Ohhhhh Me on My, your feet will hurt! Worse than any trip to Disneyland or any run around the bay.  No matter what shoes you wear they will swell and it will be hard on you.  The floors are concrete, you will stand a lot and walk a lot.  I wore boots, comfortable expensive ones - thought this time I got it right.  Well, I should have opted for slippers, the day we walked OUCH....

6. Sympathize with the Buyers

I know this a hard one (coming from the girl who stood with the NOPE twins) but understand they have a limited budget and a store to fill.  They need to remember, they need to add, subtract and guess on their feet.  They could be purchasing items for a department, an entire store or a holiday.  Sometimes they may love your products, but their budget was gone (been there) or they think you are brand new (been there) and won't purchase from you till you have been at the show a few times.  Don't hold a grudge, know they want to succeed as bad as you do, and that buyer from Target that just snubbed you, could be the buyer for women's lingerie.  We had lots of grandmothers run into our booth and ooh and ah over our birth certificates, I would approach them and they would say....oh no I buy (fill in the blank) but I am going to be a Grandmother soon....or when I am a grandmother I want this!  So I happily handed over a brochure and said call me, we'll still be around.

Atlanta Gift Show (take two)

IMG_0411
Originally uploaded by mama_lentz.

January 18, 2007.

After a hard day of standing around smiling and talking and nodding to customers what's a girl to do? Why if you ask my mom (and she should know) you go to Mexican food and drink a margarita!

This photo was taken Saturday night, and my good, good NEW friend London Edwards (mylittledish.com) came to the show and took me around, showed me the ropes and then we went out!

I am happy to say this friendship has probably been the best thing to come from writing this blog.  If you are a frequent reader, you will know she sent the most kind email and we have since traded emails back and forth IM'ed like we were in junior high and laughed at our plight as 'mompreneurs' more than I can remember (and we only 'met' in November). I wish more people had felt comfortable as her and willing to comment on my blogs....but I read other blogs too and NEVER have the nerve to comment, so se' la ve - or um, whatever, but it has been great (and I LOVE it!).

Anyway - I learned quite a bit at the show (one don't eat the tacos at the Mexican place at the mall across from the AtlantaGiftMart...I repeat do NOT eat the tacos!) Here are a few 'more productive' things I have learned:

• Sharing a booth can save on money, but hurt you in the end
• Being sandwiched between three importers is not where my line should be
• There actually IS a Children's Section at the show
• Breast feeding will happen very near you, in a near by booth
• Strangers in the south will help a 'lady' with her bags
• Cab drivers can be mean and yell at you
• The water in your hotel shower can and will turn ICE cold when you are at your worst
• People will be rude and stare at your stuff and make mean comments
• Customers and fans will seek you out, come to your booth, talk to you and LOVE your work
• Other vendors that you thought would come visit, will not
• Other vendors can be mean, clique' and very high school
• You should know what suitcase is yours when it goes around the carousel 7 times
• Importers can be very nice to speak with
• You may snore so loud you keep your bunk mate (Aunt) up all night
• Competing vendors will not always take kindly to you visiting their booth
• The southern twang or draaawl or accent is very contagious, "Don't Cha Just LOOOVE it?"
• People you thought you could count on, you can't
• An advertising rep for a magazine will use the phrase, "Can you dig it?"
• Family and friends will support you, help you, prop you up ALWAYS
• At the end of the day only you can assess the success or failure of your line

I will dive more into what went right and what went wrong at the show in later posts.  The show was a success, possibly a huge one.  We had a bluebird, literally at the eleventh hour.  Ten minutes before the show was to end a very large 'Channel' came by, loved our stuff and wants to do something with my art that is so in the infant stages I can't even mention it here for fear of screwing it up.........but it was great! 

I believe you can not assess a situation RIGHT after you leave it. Being totally anxious and having no patience, I have found it good to go back and chew on the information, look at the situation from all angles and really seeing what pro's and con's are from a given situation.   

 

Atlanta Gift Show Jan 2007

IMG_0408
Originally uploaded by mama_lentz.

January 14, 2007.

We are are at our second trade show, which is strange since we have been in business for over 4 years. Alas, though we are in Atlanta and are sharring a booth with our friends (www.barndandys.com).

We are at the booth from 9 a.m. till 6 p.m. at night.  These are long, long days.  It has been a lot of fun and a learning experience to say the least.  We have picked up some great stores and made some great contacts.

First Trade Show Sept 2002

Trade Show Booth ABC Kids Expo
Originally uploaded by mama_lentz.

January 11, 2007

Back in 2004 I attended my first trade show, The ABC Kids Expo in Las Vegas. It is a show for the Juvenile Product Industry. Even though we had only been around about two years we (that would be me and my husband, he came along for the ride) decided to take the gamble and branch out.

Doing a trade show can be very exicting and educational.

There is nothing like writing up your first order either. It is exhilarating and exciting. We went to the show with rose colored glasses on for sure. We picked up 35 new accounts, which was good even great for a brand new vendor……before the show we went to Kinko’s and printed up 1000 order forms. Ya, I kid you not – we thought we were going to do REALLY well.

You realize who your friends are, well I did. We sold our products in a high-end boutique; the owner had just started her own line of products. I was excited to see her there and view her new line. I went over said hello, tried to talk to her – she had always been kind at the boutique. She never once would say hi to us, she came by our booth, well I should say practically sprinted by every time and never made eye contact. She never placed another order and we never heard from her again. We had only been to her boutique a month earlier and things were fine.

It can also be very exhausting, demoralizing and competitive.

You are on your feet for 9 hours straight for five days straight. Our booth design was slick and smooth. We were such novices our designer said that we did not NEED chairs; we would be writing orders the entire time……ya not at this show. Everyone had chairs. By the last day I would sit in the corner of the booth with my shoes off.

Some people would come by over and over and not order a thing. Other times some buyers would stand, stare, point and say, “I don’t like that” or “What is that?” After the second day my stomach settled down and I developed a very thick skin.

Competition is fierce. One other ceramic company came by our booth every day passing us by and checking us out. I only realized when I took a trek around the exhibition hall and noticed her standing with her arms crossed and legs spread in front of her booth. Truth be told I didn’t even know who she was… I met two other artisans and struck up conversations, even emailed after the show. After one came out with a very similar design as mine the um, friendship floundered.

Doing a trade show is EXPENSIVE! Let me repeat that again it is EXPENSIVE! Well I can honestly say what happens in Vegas…..people spend lots of frickin’ money in Vegas! (and I don’t even gamble)!

• Pot of Coffee in hotel room $25.00
• Bagel $5.00
• Red Bull $5.00
• Water $3.00
• Bad convention show burger $8.75

So….now 2½ years later we are on to our second trade show, we are at the Atlanta Gift Show as I write this. I will keep you posted on all the good, the bad and I am sure the ugly of the show.