Event Planning: How to Plan and Market a Retail Trunk Show

 

Organize or participate in a trunk show as a sales and marketing event for unique and custom fashions, jewelry and other artisan crafts.
A trunk show is a special promotional event that offers an opportunity to showcase unique products or goods by either an individual or collective group of artisans. If you are considering developing a trunk show, the following matters should be considered.

• Develop a business plan for the trunk show event. This will be a road map of all of the tasks and activities required to organize the show, as well as the financial capital and human resource requirements.
• Find one artisan to feature at the trunk show or pull together a group trunk show. Consider hiring an attorney to assist you with developing participant's contract terms.
• Choose a date that gives you enough time to plan and promote the show and doesn't conflict with other major events within the community.
• Hire an event planning company or purchase event planning management software if you plan to coordinate all event planning services.
• Develop a mailing list to market the trunk show. This might be derived from the individual past customer lists of trunk show participants, as well as the facility or retail shop owner.
• Market the show. This might include distributing trunk show sales letters by post mail and email. If your budget allows, hire a public relations firm to gain wider publicity for the event.

Event Planning

An event planner might assist with a number of the trunk show's logistics. This includes selecting, arranging and decorating the facility; selecting the best date for the event; and coordinating marketing efforts such as invitations, catering and security. Hiring an event planner allows the trunk show organizer to focus on coordinating the broader matters, such as assisting participant's preparation for the event, manage accounting, budgetary and legal matters, such as participant contracts. Alternatively, the trunk show organizer might elect to manage all event planning. If so, there are a number of event planning management software programs available to help organizers stay on top of all event logistics.

The Venue

Boutique settings are generally ideal for hosting trunk shows because they provide a quaint and intimate atmosphere for attendees to browse the works and talk with artisans. Conduct a walk through of the space the day before the event to make sure all required fixtures, such as tables, chairs, signage and special lighting are on-site and properly arranged. For group trunk shows ensure there is enough table space for each artisan's works. Clothing designers might need additional space for a model or mannequin display. Remember, ease of movement is important for participants and attendees. Also, keep in mind that maximum occupancy regulations will generally apply to such events in most jurisdictions.

Trunk Show Invitations

Consider employing a local artisan to create a custom trunk show invitation card. Also, one of the trunk show participants might have creative design skills that be used for the invitations. Send out about one hundred invitations for smaller trunk shows, such as those held at home residences or small boutiques. When reservations are made, respond with a confirmation acknowledging its receipt. There are a number of online reservation systems available, such as Evite.

A trunk show is a great marketing and sales event for artisans at any time of the year. They are especially effective leading up to gift-giving holidays, such as Christmas or Valentines day. Conduct business planning, manage event logistics and contract with professional service providers to make your trunk show event a success.

About the author

Vanessa Cross is a freelance writer who writes about international trade, business law and small business development issues. Copyright 2013.

Trade Show Markets, Displays, Booths and Giveaways

Image courtesy of Emptyglass / FreeDigitalPhotos.net

Looking for business to business buyers? Introduce your firm's products and services to potential clients through industry trade shows.

The trade show is an annual or semi-annual business affair that matches industry sellers to industry buyers. Retail buyers attend trade shows to browse and place orders for consumer and industrial products from manufacturers and wholesalers.

Certain trade industries have a series of shows across the country in various cities. In Chicago, for instance, the American Furniture Mart and Merchandise Mart both host a series of trade shows at different times throughout the year. New York and Los Angeles are known for a variety of apparel trade shows.

If you are just getting started in the trade show industry, conduct extensive market research and develop a smart trade show presentation. Simple trade show giveaways provide a great opportunity to transfer your firm's information to industry buyers.

Booking Trade Show Booths

To participate as an exhibitor in a trade show, search for those related to your product or service. Select the trade fair carefully. Be clear on the nature of your firm’s exhibit. Find out about other exhibitors, including potential competitors.

Trade show managers typically have both online and printed sales literature about the trade show they are organizing and promoting. Trade show information will include information such as booth size options, pricing, historical attendee stats, as well as booth display and technology options.

Be prepared to book a trade show booth in advance as the best ones sell out the quickest. Don't forget to budget ahead on all costs. This not only includes trade show exhibitor fees, but expenses for transportation, housing, meals, staffing, samples and literature. For business networking, factor in trade show entertainment costs.

Trade Show Displays

Retail display designs at trade shows can be quite impressive and technologically savvy. Be aware that there are professional trade show booth display designers who assist in developing professional trade show displays. Clearly communicate your ideas on booth layout to the exhibit designer.

Also, take note that transportation is a major expense. This includes the expense of shipping the trade show display, staff, sample products and literature. If you are considering participating in an international trade show choose a freight forwarder to handle shipment.

Trade Show Giveaways

Competition for trade show attendee’s attention is fierce. Giveaway items at trade shows help to draw attention. This may include sample products, literature, or promotional items with the firm’s printed contact information. Trade show service providers often use items such as bags, pens and golf balls to transfer their information to trade show attendees.

Depending on the product, prepare to give product samples away or to develop periodic drawings for product sample giveaways. This will draw traffic regularly to the booth. Trade show buzz can be generated when traffic begins to gather at your firm’s booth in numbers.

In developing trade show literature, keep in mind that buyers travel from all over the world to some industry shows. Consider translating a firm’s printed literature information into a few languages. Ask organizers about historical attendee profiles to determine whether this would be beneficial.

Business Marketing and Deal Making at Trade Shows

Trade shows provide a powerful corporate branding and marketing opportunity. It brings industry buyers and sellers together in a focused and highly energetic marketplace. Making the right trade show selection can translate into obtaining a large book of new business. The wrong trade show, conversely, can result in the lost of both valuable time and money for.

Trade shows also offer a means to attract new customers and build long term business to business relationships. Trade show booths, displays and giveaways are important branding tools for trade show vendors. Consider seeking professional help with booth and display designs. Also, budget wisely for the numerous associated trade show expenses.

About the author

Vanessa Cross Vanessa Cross is a freelance writer who writes about international trade, business law and small business development issues. Copyright 2013.