Craft Focus - October/November (Issue 75)

74 Ask the experts “Trade shows work well for us so keeping our stand relevant and appealing is vital. Do you have any tips?” So much of a business’s success at a trade show depends on both stand and staff, and we’re in the privileged position of seeing some brilliant examples of this at our events. A great- looking display is what everyone should be aiming for but it’s the extras that make a difference when it comes to buying experience. Consider the following: First impressions. Make sure your stand reflects the personality of your brand. Investing in aesthetics at a show that’s all about creativity is vital. Staff knowledge and enthusiasm is a top priority. Show visitors want to meet experts in their field, so make sure your team to lives up to their expectations. Inspiration. Buyers want ideas, which comes from displaying finished items. As well as helping to drive orders at the show, this can be replicated in store, increasing sales. On-stand demonstrations encourage footfall and involvement and act as a brilliant prompt to place orders. Set objectives. What do you want to achieve? It might be writing orders, meeting designers, finding a wholesaler or making industry connections. You can’t talk to every visitor that attends, so have a plan of action to achieve your objectives and quickly and politely move people on if they don’t meet the criteria. Three days goes quickly! Our experts answer your craft and retail dilemmas NATASHA NECATI Business development director, Crafty Arts Natasha is business development director at Crafty Arts, a multi-channel retailer that sells products to hobbyists across the world. craftyarts.co.uk “Does offering customers a chance to try out products before purchasing increase sales?” Our business has offered a Creative Hub to customers for the last five years. It’s like our own classroom where we can teach a range of topics and workshops for all ages from watercolours to making your own Harry Potter sorting hat. In these sessions, we’re able to show people how to use products, showcase new lines and give customers an opportunity to test the latest techniques before they buy or invest in a different hobby. By doing this, you will find that you gain the trust of customers and in turn, will be adding an extra string to your bow. While there may be people that choose not to use the service, the fact that they know it is available will still promote your company. It also demonstrates that you are knowledgeable about what you do and passionate about the products you sell. SIMON BURNS Managing director, ICHF Events Simon Burns is managing director of ICHF Events, the UK’s leading organiser of craft trade and consumer exhibitions. Its flagship show, CHSI Stitches, takes place at the NEC, Birmingham, from 16 th -18 th February 2020. ichfevents.co.uk