WEBVTT 00:00:02.290 --> 00:00:05.150 Welcome to the Promo Playbook, the podcast where 00:00:05.150 --> 00:00:07.650 suppliers come to win in the promotional products 00:00:07.650 --> 00:00:10.810 industry. We're your hosts, Lisa Faustic and 00:00:10.810 --> 00:00:13.910 Adrienne Barker, bringing you insider insights, 00:00:14.490 --> 00:00:17.170 expert strategies, and no fluff advice to help 00:00:17.170 --> 00:00:20.469 suppliers navigate the promo channel like pros. 00:00:21.210 --> 00:00:24.170 From marketing to distributors to mastering software 00:00:24.170 --> 00:00:27.370 onboarding, we cover it all. Whether you're new 00:00:27.370 --> 00:00:30.149 to the industry or ready to scale up, this is 00:00:30.149 --> 00:00:33.219 your playbook for success. Let's get started. 00:00:34.399 --> 00:00:37.560 Hey everybody, welcome back to the promo playbook. 00:00:38.039 --> 00:00:40.700 We're so excited today to announce that we've 00:00:40.700 --> 00:00:44.960 had 101 downloads so far of our podcast. And 00:00:44.960 --> 00:00:49.020 as Adrienne labeled it, 101 Dalmatians. So super 00:00:49.020 --> 00:00:52.759 exciting for us. We do want to remind folks to 00:00:52.759 --> 00:00:55.600 also subscribe. So if you're downloading, we'd 00:00:55.600 --> 00:00:59.570 love it if you'd subscribe. You can find those 00:00:59.570 --> 00:01:03.909 links on the promo playbook LinkedIn page. So 00:01:03.909 --> 00:01:06.469 thank you everybody for those downloads. We really 00:01:06.469 --> 00:01:10.790 appreciate you. Today, we're going to dive into 00:01:10.790 --> 00:01:15.150 a little bit of an advanced topic of attending 00:01:15.150 --> 00:01:18.730 shows. And why we want to talk about this today 00:01:18.730 --> 00:01:23.370 is sometimes we realize that new brands jump 00:01:23.370 --> 00:01:26.989 on the shows out of the gate. and may not realize 00:01:26.989 --> 00:01:30.430 the expense or what those shows really mean. 00:01:31.370 --> 00:01:34.230 So Adrian and Kim are here with me and I want 00:01:34.230 --> 00:01:38.969 to sort of set the framework of there's so many 00:01:38.969 --> 00:01:42.549 shows in the industry. This month alone, in New 00:01:42.549 --> 00:01:45.689 England alone, there's over 12 shows happening. 00:01:46.349 --> 00:01:49.349 So what types of shows happen in the industry? 00:01:49.769 --> 00:01:52.340 I'm going to give you that. sort of family tree 00:01:52.340 --> 00:01:54.719 of the types of shows, and then we'll dive in 00:01:54.719 --> 00:01:58.420 with our co -hosts on pros and cons. There's 00:01:58.420 --> 00:02:03.900 the big show, which we all call the PPAI Expo, 00:02:03.980 --> 00:02:07.739 and that happens in January, and that's hosted 00:02:07.739 --> 00:02:13.319 by PPAI. Also, ASI hosts a number of shows throughout 00:02:13.319 --> 00:02:17.680 the year. So those are the big main organizations 00:02:17.680 --> 00:02:21.750 that hold shows. Then under that you have regional 00:02:21.750 --> 00:02:24.870 organizations that can hold anywhere from two 00:02:24.870 --> 00:02:29.509 to six shows a year. And then alongside that, 00:02:29.650 --> 00:02:32.250 you have all the nationals and buying groups 00:02:32.250 --> 00:02:35.469 that hold their own shows, and that can be multiple 00:02:35.469 --> 00:02:39.289 times a year. Those are also broken down regionally 00:02:39.289 --> 00:02:43.689 as well as nationally. And then you have individual 00:02:43.689 --> 00:02:46.969 distributors that hold their own shows. which 00:02:46.969 --> 00:02:50.490 can often be end user shows. And that's where 00:02:50.490 --> 00:02:53.629 they invite their clients to come in and meet 00:02:53.629 --> 00:02:58.030 with suppliers. Another layer in amongst all 00:02:58.030 --> 00:03:01.270 those shows is multi -line rep group shows. A 00:03:01.270 --> 00:03:04.409 lot of those folks put together their own shows. 00:03:04.490 --> 00:03:08.409 Sometimes they're tailgates. Sometimes they're 00:03:08.409 --> 00:03:11.569 around an event at a stadium. They can really 00:03:11.569 --> 00:03:15.409 range across the board from suite meetings in 00:03:15.409 --> 00:03:20.460 hotels to bigger organized events where they're 00:03:20.460 --> 00:03:23.340 either outdoors, under a tent, things like that. 00:03:23.599 --> 00:03:28.099 So shows really range in the industry from tens 00:03:28.099 --> 00:03:32.039 of thousands of attendees like PPAI down to maybe 00:03:32.039 --> 00:03:35.620 50 or 100 attendees for an end user client show. 00:03:36.300 --> 00:03:39.439 So I think what I'd like to start with, Kim, 00:03:39.439 --> 00:03:42.939 I'm going to lob this over to you. As a national 00:03:42.939 --> 00:03:46.270 retail brand, and I know you're connected with 00:03:46.270 --> 00:03:49.949 Gemline, but maybe even before your Gemline alliance, 00:03:50.789 --> 00:03:53.110 what did you know about shows in the beginning? 00:03:54.229 --> 00:03:56.150 No, that's a great question. I love this topic 00:03:56.150 --> 00:04:00.370 because as a retail brand, we think show, you 00:04:00.370 --> 00:04:02.389 think shows, you think of Atlanta market, you 00:04:02.389 --> 00:04:05.509 think of Vegas, like that's where you go twice 00:04:05.509 --> 00:04:08.530 a year. It's your big hurrah, right? You're displaying 00:04:08.530 --> 00:04:13.129 all of your portfolio and you have to be there. 00:04:13.890 --> 00:04:16.149 your reps are there, it's the time you get to 00:04:16.149 --> 00:04:19.930 meet face to face. And it's not that it's dissimilar 00:04:19.930 --> 00:04:24.170 on the promo side, but it's a very different 00:04:24.170 --> 00:04:28.050 environment. On the retail side, it's so expensive. 00:04:28.209 --> 00:04:31.769 I mean, you're talking 20, 30, $40 ,000 for your 00:04:31.769 --> 00:04:34.189 showroom, for your space. So if you're jumping 00:04:34.189 --> 00:04:37.129 into promo, you think, oh my gosh, it's only 00:04:37.129 --> 00:04:40.269 3 ,500 for this show. It's only 500 for this 00:04:40.269 --> 00:04:43.220 show. 5 ,000. This is nothing. This is so easy. 00:04:43.220 --> 00:04:46.040 I'm going to be everywhere. And so it's easy 00:04:46.040 --> 00:04:49.579 to fall into the, oh my god, it's so cheap. How 00:04:49.579 --> 00:04:52.300 can I not go? Except in fact, you're not always 00:04:52.300 --> 00:04:55.199 benefiting your brand by going to all the shows, 00:04:55.639 --> 00:04:58.800 jumping in and spending the money. If you're 00:04:58.800 --> 00:05:02.779 not prepared, you don't know what the end game 00:05:02.779 --> 00:05:05.160 is out of it. But more importantly, you don't 00:05:05.160 --> 00:05:08.620 know how to follow up afterward. So even though 00:05:08.620 --> 00:05:12.180 it's cheaper, per se, it's a lot easier to throw 00:05:12.180 --> 00:05:15.199 that money out the window and not receive the 00:05:15.199 --> 00:05:18.139 bang for the buck than it is with the same mindset 00:05:18.139 --> 00:05:21.839 when you go into a retail trade show. Awesome. 00:05:21.980 --> 00:05:25.759 Thank you for that insight. Adrienne, I know 00:05:25.759 --> 00:05:29.779 you have some budding brands under your umbrella. 00:05:30.600 --> 00:05:34.399 What is it like for them? Tell me what you sort 00:05:34.399 --> 00:05:36.680 of how you guide them and maybe what they've 00:05:36.680 --> 00:05:39.879 done before they met you. Thank you so much. 00:05:40.379 --> 00:05:42.800 So yeah, absolutely. And once I find out exactly 00:05:42.800 --> 00:05:44.920 where they're standing, the first thing that 00:05:44.920 --> 00:05:47.639 we did with one of my clients is have them walk 00:05:47.639 --> 00:05:51.779 a show and not just pay to be attendee. Walk 00:05:51.779 --> 00:05:55.660 the show, look around, grab some of your competitor's 00:05:55.660 --> 00:05:57.839 supplier catalogs. What did I just say that? 00:05:58.160 --> 00:06:00.680 Yes, grab some other catalogs. You're new in 00:06:00.680 --> 00:06:02.500 the industry. You got to learn just like everyone 00:06:02.500 --> 00:06:05.250 else. See how they're setting it up. Go to the 00:06:05.250 --> 00:06:07.629 booth. It's okay to ask questions too. Like I 00:06:07.629 --> 00:06:10.629 think that's really important that to jump in 00:06:10.629 --> 00:06:14.329 and not do that seems a little crazy to me. Now, 00:06:14.329 --> 00:06:16.350 if you're a really big company and you understand 00:06:16.350 --> 00:06:19.629 it, but if you're new to the industry, you got 00:06:19.629 --> 00:06:21.069 to attend the show first. That's the first thing 00:06:21.069 --> 00:06:23.170 I recommend. The second thing I recommend is 00:06:23.170 --> 00:06:26.389 you put your budget together first. So because 00:06:26.389 --> 00:06:28.709 the budget is even if you're like, well, I don't 00:06:28.709 --> 00:06:30.470 know any of the expenses. I don't have an idea 00:06:30.470 --> 00:06:32.689 It doesn't really matter you you got to get your 00:06:32.689 --> 00:06:35.329 expenses from ASI or PBI the cost of the show 00:06:35.329 --> 00:06:39.149 the cost of the booth Yes, you need carpet. Okay. 00:06:39.389 --> 00:06:41.790 Yes to the carpet. You want to make sure it's 00:06:41.790 --> 00:06:45.170 comfortable a lot of the bigger Shows like Kim 00:06:45.170 --> 00:06:47.850 was talking about, you know, it's great to have 00:06:47.850 --> 00:06:49.529 a show But you really want to have these one 00:06:49.529 --> 00:06:51.949 -on -one meetings what we've learned as distributors 00:06:51.949 --> 00:06:55.759 is that the suppliers really can make that contact 00:06:55.759 --> 00:06:58.160 and really have that relationship built because 00:06:58.160 --> 00:07:00.259 at the end of the day, if you're not building 00:07:00.259 --> 00:07:01.959 relationships in the industry, you're going to 00:07:01.959 --> 00:07:04.319 fail because it's not just selling. It's not 00:07:04.319 --> 00:07:07.500 just a transaction. And so the relationship can 00:07:07.500 --> 00:07:10.180 be over breakfast, lunch or dinner. So like, 00:07:10.300 --> 00:07:12.959 you know, having do you want to have a booth 00:07:12.959 --> 00:07:14.660 at your table where you actually have meeting 00:07:14.660 --> 00:07:16.540 spaces where people can sit down? Because I will 00:07:16.540 --> 00:07:19.120 tell you that a lot of us are feet her. And when 00:07:19.120 --> 00:07:21.500 we get to a supplier's booth. I'm going to pay 00:07:21.500 --> 00:07:23.220 more attention to you if you have a seat for 00:07:23.220 --> 00:07:25.339 me. That's just how it is, especially if it's 00:07:25.339 --> 00:07:26.980 at the end of the day or my feet are hurting. 00:07:27.540 --> 00:07:29.899 I don't wear high heels, people. OK. And then 00:07:29.899 --> 00:07:34.480 so so that part is really important. But if you 00:07:34.480 --> 00:07:36.860 don't look at your expenses and your budget and 00:07:36.860 --> 00:07:39.660 then even afterwards to look at what you spend 00:07:39.660 --> 00:07:41.060 compared to what you thought you were going to 00:07:41.060 --> 00:07:43.060 spend and then be prepared for the next year, 00:07:43.420 --> 00:07:46.259 I think that that's too easy to skip. I just 00:07:46.259 --> 00:07:48.300 want to say that because I want to put this in 00:07:48.300 --> 00:07:50.040 the air because one of the things I fight for 00:07:50.040 --> 00:07:52.939 is feedback from the first trade show that you 00:07:52.939 --> 00:07:54.839 go to. When you're new and you're going to trade 00:07:54.839 --> 00:07:57.819 shows, you want to immediately after that show, 00:07:57.839 --> 00:08:01.079 sit down and swat it out. and make sure that 00:08:01.079 --> 00:08:03.399 you know what was the strength of weakness and 00:08:03.399 --> 00:08:05.100 what were the opportunities what are the threats 00:08:05.100 --> 00:08:07.420 how are you following up how are you taking the 00:08:07.420 --> 00:08:10.139 leads was it worth your time and money what would 00:08:10.139 --> 00:08:12.600 you do differently next year and if you don't 00:08:12.600 --> 00:08:14.319 do that because you're so busy and wrapped up 00:08:14.319 --> 00:08:16.560 that's like working on your business same thing 00:08:16.560 --> 00:08:19.420 for working on a trade show take it seriously 00:08:19.420 --> 00:08:21.439 because it could be a risk too if you're not 00:08:21.439 --> 00:08:25.269 doing it correctly Great. That's a lot of insights 00:08:25.269 --> 00:08:28.529 to unpack, Adrienne. Thank you so much. So I 00:08:28.529 --> 00:08:30.949 want to spin some of your comments out a little 00:08:30.949 --> 00:08:33.889 bit, and I'm going to couch it in the big show 00:08:33.889 --> 00:08:37.769 conversation for now. So the big shows are important. 00:08:37.889 --> 00:08:41.409 As Adrienne said, what's your budget? And when 00:08:41.409 --> 00:08:44.429 you go to the show, how are you going to stand 00:08:44.429 --> 00:08:47.490 out? And when you sign up for a PPAI show or 00:08:47.490 --> 00:08:50.169 an ASI show, there's lots of ways you can spend 00:08:50.169 --> 00:08:53.950 your money. You can sponsor things. You can be 00:08:53.950 --> 00:08:57.649 in the new product pavilion. All those kinds 00:08:57.649 --> 00:09:01.330 of opportunities. I would counsel at your first 00:09:01.330 --> 00:09:04.870 show, maybe not jump into all of those things. 00:09:04.929 --> 00:09:08.250 Look at the first show as an introduction of 00:09:08.250 --> 00:09:12.590 your brand to the industry and set your expectations 00:09:12.590 --> 00:09:16.309 about what can happen from a promotional product 00:09:16.309 --> 00:09:19.580 show. I know in the retail space I've heard from 00:09:19.580 --> 00:09:22.240 a lot of my brands that they expect to write 00:09:22.240 --> 00:09:26.220 orders actually at the shows they attend. Very 00:09:26.220 --> 00:09:29.460 different in promo. You will not write orders 00:09:29.460 --> 00:09:32.799 in your booth. Really, your goal is to convert 00:09:32.799 --> 00:09:35.960 distributors into coming to your brand for a 00:09:35.960 --> 00:09:39.179 particular product over an established brand 00:09:39.179 --> 00:09:42.679 that may already be in the industry. So to Adrian's 00:09:42.679 --> 00:09:44.720 point, I really want to highlight that you're 00:09:44.720 --> 00:09:48.059 building relationships. So show up in your booth 00:09:48.059 --> 00:09:51.679 professionally. Prepare to engage with people 00:09:51.679 --> 00:09:55.139 walking by. Welcome them into your booth. Draw 00:09:55.139 --> 00:09:58.580 them in. There's also a number of events that 00:09:58.580 --> 00:10:02.620 happen around these industry shows. I love the 00:10:02.620 --> 00:10:05.820 I promote you a woman's view. That's free to 00:10:05.820 --> 00:10:08.519 all women who attend the show. But would you 00:10:08.519 --> 00:10:12.500 know about that as a new supplier? Probably not. 00:10:12.820 --> 00:10:16.019 So try to network. Follow people on LinkedIn. 00:10:16.379 --> 00:10:19.440 Work with us, the promo playbook, to understand 00:10:19.440 --> 00:10:23.600 the layers under a particular show. And I do 00:10:23.600 --> 00:10:26.059 want to mention, too, sign up for the scanning 00:10:26.059 --> 00:10:29.659 tool. Because if you decide just to accept cards 00:10:29.659 --> 00:10:32.720 in your booth, it's really a labor of love then 00:10:32.720 --> 00:10:35.779 to enter all that data, even with the technology 00:10:35.779 --> 00:10:38.860 of the scanners and the different ways you can 00:10:38.860 --> 00:10:43.620 build your database. I found over the years the 00:10:43.620 --> 00:10:46.059 most efficient way to do it is with the scanning 00:10:46.059 --> 00:10:49.799 tool that's being offered with the show. So I 00:10:49.799 --> 00:10:53.379 think I'll take a pause there. Additional comments 00:10:53.379 --> 00:10:56.100 about the big shows, Kim, that you've attended, 00:10:56.559 --> 00:11:02.480 PPAI and ASI. Yeah, so I agree with pretty much 00:11:02.480 --> 00:11:05.620 everything all of you said. But to circle back 00:11:05.620 --> 00:11:08.940 on the order show, that is also a very different 00:11:08.940 --> 00:11:13.389 mindset when you're moving from retail to promo, 00:11:13.450 --> 00:11:15.809 right? The expectation when you go to a retail 00:11:15.809 --> 00:11:19.049 show is that you're going to sell orders literally 00:11:19.049 --> 00:11:22.330 at the show that will cover, if not, hopefully 00:11:22.330 --> 00:11:26.490 exceed whatever that expense is. And it's a very 00:11:26.490 --> 00:11:30.779 different selling. because really you're not 00:11:30.779 --> 00:11:34.399 writing orders, but you are more selling your 00:11:34.399 --> 00:11:37.700 brand, selling the opportunity, telling a story. 00:11:38.820 --> 00:11:42.159 All the layers that get people excited about 00:11:42.159 --> 00:11:45.980 you, that displaces maybe to your point a competitor 00:11:45.980 --> 00:11:49.799 that's already in the space, get them energized 00:11:49.799 --> 00:11:54.360 about it. And really that follow up is really 00:11:54.360 --> 00:11:57.090 the bread and butter. Because they're not looking 00:11:57.090 --> 00:11:59.250 unlike a retailer if they're going into your 00:11:59.250 --> 00:12:02.090 shop you're going into their your showroom They 00:12:02.090 --> 00:12:04.850 know they're going to buy They're there to buy 00:12:04.850 --> 00:12:07.029 drinkware. They're here to go to buy corksicle. 00:12:07.029 --> 00:12:10.710 They're there to buy rifle paper You know, whatever 00:12:10.710 --> 00:12:14.350 that product is here They're not necessarily 00:12:14.350 --> 00:12:16.970 in the market or have a need for your product 00:12:16.970 --> 00:12:20.769 yet But when they do you want to be top of mind? 00:12:20.809 --> 00:12:24.389 So the follow -up? and that messaging at the 00:12:24.389 --> 00:12:27.970 show really has to be critical. And I think if 00:12:27.970 --> 00:12:31.529 you are sort of a retail brand jumping in, there 00:12:31.529 --> 00:12:34.070 are nuances you wouldn't think about. And to 00:12:34.070 --> 00:12:37.789 your point, we can help with that to really fine 00:12:37.789 --> 00:12:41.330 tune what that messaging would be, how to even 00:12:41.330 --> 00:12:43.870 display your products, what stories to tell, 00:12:43.909 --> 00:12:47.389 what themes to tell, what samples to hand out, 00:12:47.570 --> 00:12:50.889 right? Like everybody loves samples, but you 00:12:50.889 --> 00:12:53.860 don't have to give them to everybody. be selective, 00:12:54.120 --> 00:12:57.179 and then how to take advantage of not only those 00:12:57.179 --> 00:12:59.759 paid opportunities, but if you're networking 00:12:59.759 --> 00:13:03.740 pre -show, what things can you do to Adrian's 00:13:03.740 --> 00:13:06.700 point, taking them to lunch, dinner, everywhere 00:13:06.700 --> 00:13:09.960 in between? Do you get a suite that you just 00:13:09.960 --> 00:13:12.379 sort of bring people in to have a quiet space? 00:13:12.779 --> 00:13:15.399 All of those different layers, which is very 00:13:15.399 --> 00:13:18.860 different than what you might traditionally think 00:13:18.860 --> 00:13:22.220 of on the retail side. Cool, cool. So before 00:13:22.220 --> 00:13:26.000 I send it back over to you, Adrian, for our listeners, 00:13:26.159 --> 00:13:28.940 I want to just go over a show checklist, kind 00:13:28.940 --> 00:13:31.200 of bringing in the comments that we've heard 00:13:31.200 --> 00:13:35.139 so far. Samples are important. Are you going 00:13:35.139 --> 00:13:37.500 to give them away in your booth? And if you do, 00:13:37.580 --> 00:13:40.299 how are you going to label those samples and 00:13:40.299 --> 00:13:43.440 who are you going to give them to? How will you 00:13:43.440 --> 00:13:46.039 draw people to your booth? Will you have a comfort 00:13:46.039 --> 00:13:48.820 aspect to Adrian's point? Will you have a seating 00:13:48.820 --> 00:13:51.700 area? Will you have waters to give out? Will 00:13:51.700 --> 00:13:54.539 you have chocolates or a snack? Those are all 00:13:54.539 --> 00:13:57.220 expenses that you might not think about. And 00:13:57.220 --> 00:13:59.799 you have to go out and buy those at Costco or 00:13:59.799 --> 00:14:03.320 BJ's or someplace close to the venue if you haven't 00:14:03.320 --> 00:14:06.000 shipped them in with your drayage that's going 00:14:06.000 --> 00:14:09.200 to be set up for the booth. So those are some 00:14:09.200 --> 00:14:11.740 details to think about that folks forget about. 00:14:11.820 --> 00:14:15.679 And also have some snacks for your, if it's yourself, 00:14:15.700 --> 00:14:18.259 you're a solo person, make sure you have snacks 00:14:18.259 --> 00:14:21.659 in your booth. What is your pricing display going 00:14:21.659 --> 00:14:26.200 to be like? Are you going to have your published 00:14:26.200 --> 00:14:29.299 distributor pricing in the booth? What's your 00:14:29.299 --> 00:14:31.820 code on? How well do you know your products? 00:14:32.220 --> 00:14:34.759 Make sure you're prepared to talk about them. 00:14:35.639 --> 00:14:41.340 Don't be hungover in Vegas. If you decide to 00:14:41.340 --> 00:14:44.059 go out and whoop it up the night before, which 00:14:44.059 --> 00:14:50.080 is a danger of the show in Vegas. So be alert 00:14:50.080 --> 00:14:52.919 when you're in the booth the next day. Take care 00:14:52.919 --> 00:14:55.620 of yourself. Be ready to meet and greet people. 00:14:56.740 --> 00:15:00.159 Be up. Smile. Don't forget to smile. That's super 00:15:00.159 --> 00:15:05.080 important. So Adrian mentioned catalogs. We don't 00:15:05.080 --> 00:15:08.620 really see catalogs so much at the shows anymore. 00:15:09.299 --> 00:15:11.700 A lot of folks will come as an attendee with 00:15:11.700 --> 00:15:15.600 their phone. So I love Adrian's advice, walk 00:15:15.600 --> 00:15:19.460 a show yourself before you sign up for one. Take 00:15:19.460 --> 00:15:22.379 your phone, take pictures, remember what you 00:15:22.379 --> 00:15:25.779 looked at, what you saw that you thought was 00:15:25.779 --> 00:15:29.259 a good booth setup. How was the lighting? Do 00:15:29.259 --> 00:15:32.580 you want electricity in your booth? That's another 00:15:32.580 --> 00:15:37.340 point on your checklist. So just a quick recap, 00:15:37.639 --> 00:15:41.139 show checklist, samples, a giveaway. How are 00:15:41.139 --> 00:15:44.080 you going to manage your pricing? Who is in the 00:15:44.080 --> 00:15:46.919 booth? What's your comfort factor in the booth? 00:15:47.200 --> 00:15:49.759 And how will you draw people into the booth? 00:15:50.840 --> 00:15:53.779 Follow -up is key, Kim. And we can't say that 00:15:53.779 --> 00:15:56.700 enough during this segment. That follow -up is 00:15:56.700 --> 00:16:01.100 really important. So, Adrienne, before we move 00:16:01.100 --> 00:16:04.379 on to other types of shows, oh, wait, I'm sorry. 00:16:04.480 --> 00:16:07.220 I have one more thing to say. When you think 00:16:07.220 --> 00:16:10.809 about booking folks for lunch or dinner, It's 00:16:10.809 --> 00:16:14.389 important for me to share that many of the top 00:16:14.389 --> 00:16:18.009 level folks will already be booked. They're already 00:16:18.009 --> 00:16:22.529 booked now with the top 40 suppliers or with 00:16:22.529 --> 00:16:25.409 their own organizations because it's often an 00:16:25.409 --> 00:16:28.330 opportunity for them to bring their remote teams 00:16:28.330 --> 00:16:32.519 together. to celebrate wins, to have some training, 00:16:32.759 --> 00:16:35.139 or just to get to know each other and have social 00:16:35.139 --> 00:16:38.620 time together. So for newer suppliers, I think 00:16:38.620 --> 00:16:41.940 it's harder to snag those one -on -one meetings, 00:16:42.059 --> 00:16:45.639 but that doesn't mean you shouldn't try. And 00:16:45.639 --> 00:16:48.419 so over to you, Adrienne. And also, would you 00:16:48.419 --> 00:16:52.320 mind, if you have experience with this, talking 00:16:52.320 --> 00:16:56.179 about a supplier who books a suite at a PPAI 00:16:56.179 --> 00:17:00.120 or an ASI. versus a supplier that has a booth 00:17:00.120 --> 00:17:04.740 or suppliers that do both. Awesome. Okay, so 00:17:04.740 --> 00:17:07.779 a couple of things I want to say. Make sure that 00:17:07.779 --> 00:17:10.079 your booth has people in it that are working 00:17:10.079 --> 00:17:13.019 because there's nothing, as a distributor, you're 00:17:13.019 --> 00:17:14.960 walking a show, you're like, oh great, I'm here 00:17:14.960 --> 00:17:17.660 at Cubicle, I'm so excited to be here. I would 00:17:17.660 --> 00:17:21.400 like to, sure maybe, is Kim here? No, Kim is 00:17:21.400 --> 00:17:23.940 not here. Of course that makes sense. Oh, okay. 00:17:23.960 --> 00:17:25.799 Who could show me some of your products? I'm 00:17:25.799 --> 00:17:27.400 looking for blah, blah, blah. And I would love 00:17:27.400 --> 00:17:31.920 to see XXX. Oh, they just went to lunch. They'll 00:17:31.920 --> 00:17:34.440 be back in 30 minutes. Do you know, I probably 00:17:34.440 --> 00:17:37.359 won't be backtracking. That is a lot to ask a 00:17:37.359 --> 00:17:39.680 distributor. So a couple of things that I recommend 00:17:39.680 --> 00:17:43.079 is make sure you have a schedule. Make sure you 00:17:43.079 --> 00:17:45.579 have a rally meeting before the trade show starts. 00:17:45.660 --> 00:17:48.140 Get everyone together. I like to do something 00:17:48.140 --> 00:17:50.200 a little different. I like to give everyone a 00:17:50.200 --> 00:17:52.740 bat. I like to have the people working in the 00:17:52.740 --> 00:17:55.220 booth, they have a bag and inside that bag are 00:17:55.220 --> 00:17:57.539 their business cards, are some samples that they're 00:17:57.539 --> 00:18:00.119 gonna show, are any flyers that they have, any 00:18:00.119 --> 00:18:02.000 special coupons, like whatever you have because 00:18:02.000 --> 00:18:04.180 that's another thing. Can you wait right here 00:18:04.180 --> 00:18:07.180 and then the person is under every table trying 00:18:07.180 --> 00:18:10.559 to put it all together? Have a bag. That is just 00:18:10.559 --> 00:18:12.599 a nice thing to do. I like to carry everything. 00:18:12.740 --> 00:18:14.680 As women, we can carry whatever else we need. 00:18:14.960 --> 00:18:17.799 So I think you have it prepared. And then, you 00:18:17.799 --> 00:18:20.259 know, right before the meeting, before the event, 00:18:20.359 --> 00:18:22.519 you give everyone the bag. It could have Kleenex 00:18:22.519 --> 00:18:25.480 in it, too, by the way. And like whatever you 00:18:25.480 --> 00:18:27.880 feel during those eight hours of standing that 00:18:27.880 --> 00:18:30.299 someone could use, they could get extras. OK, 00:18:30.680 --> 00:18:34.660 can we talk about the rainmakers, the complainers 00:18:34.660 --> 00:18:40.859 and the takers? Sure. Yeah. Rainmakers, the rainmakers. 00:18:41.700 --> 00:18:47.930 So for my client, I know that he's very uh got 00:18:47.930 --> 00:18:50.369 a lot of uh charisma and so when people meet 00:18:50.369 --> 00:18:52.410 them they're gonna like him right away if he's 00:18:52.410 --> 00:18:54.710 not at the booth then maybe someone else is there 00:18:54.710 --> 00:18:56.910 that's not representing him so for those that 00:18:56.910 --> 00:19:00.309 if you're a smaller newer supplier coming into 00:19:00.309 --> 00:19:04.769 the industry as the owner or high level you want 00:19:04.769 --> 00:19:06.829 to be there that's that's your face there's you 00:19:06.829 --> 00:19:08.890 know we have talked about branding of your company 00:19:08.890 --> 00:19:12.450 we also want to brand you as being authoritative 00:19:12.450 --> 00:19:15.430 you know what you're talking about your high 00:19:15.430 --> 00:19:17.890 level that means You have to get a good night's 00:19:17.890 --> 00:19:21.329 sleep. Do not go out Be rested because those 00:19:21.329 --> 00:19:23.690 rainmakers you want to connect with them and 00:19:23.690 --> 00:19:25.769 there's nothing worse than wait You mean the 00:19:25.769 --> 00:19:28.470 president of this distributor just came by and 00:19:28.470 --> 00:19:30.289 I wasn't there to tell them to come back Oh, 00:19:30.289 --> 00:19:33.190 yeah. Yeah, we asked to come back No, and by 00:19:33.190 --> 00:19:35.250 the way, if you're leaving your booth and you're 00:19:35.250 --> 00:19:37.789 going to have lunch Make sure you write it down. 00:19:37.789 --> 00:19:42.420 Don't just tell tell Lisa. Oh, I'm leaving Because 00:19:42.420 --> 00:19:44.200 Lisa's not going to remember what you left. And 00:19:44.200 --> 00:19:45.640 then when someone's going to come over and say, 00:19:45.900 --> 00:19:47.859 hey, when's Adrienne coming back? Lisa's going 00:19:47.859 --> 00:19:49.660 to be like, oh, I don't know. I remember her 00:19:49.660 --> 00:19:51.539 leaving, but not sure when. Take a little piece 00:19:51.539 --> 00:19:55.079 of paper. Adrienne left at 1230. We'll be back 00:19:55.079 --> 00:19:58.000 for 130. Here's my cell phone. We all should 00:19:58.000 --> 00:19:59.799 have each other's cell phone. But I think things 00:19:59.799 --> 00:20:01.900 like that are something important to know. That 00:20:01.900 --> 00:20:04.660 way, you're there for the rainmakers. Then we 00:20:04.660 --> 00:20:06.539 got the takers. They're the ones that are going 00:20:06.539 --> 00:20:09.000 to come by and they may be, they may actually 00:20:09.000 --> 00:20:11.500 say to you, Oh, I got a granddaughter that wants 00:20:11.500 --> 00:20:14.700 five of those items. Can I have it? That's crazy. 00:20:15.000 --> 00:20:16.779 Um, but at least they're being honest. So I love 00:20:16.779 --> 00:20:18.940 that part of it. Uh, you'll have to, they go 00:20:18.940 --> 00:20:21.240 like this. It's a, it's an arm movement and it 00:20:21.240 --> 00:20:23.000 goes right like there and it can swoop your whole 00:20:23.000 --> 00:20:24.960 table when you're not looking. You have to have 00:20:24.960 --> 00:20:27.279 someone watching your table. Even if you say 00:20:27.279 --> 00:20:29.539 don't, don't touch anything, they will take it 00:20:29.539 --> 00:20:31.980 right. And then you have, this is the one I feel 00:20:31.980 --> 00:20:35.369 bad for the complainers. Oh that they really 00:20:35.369 --> 00:20:37.910 messed me up and oh my god, I got so many problems 00:20:37.910 --> 00:20:39.769 and all my clients are complaining Yeah, I know 00:20:39.769 --> 00:20:41.390 i'll go to the show. That's where i'll talk to 00:20:41.390 --> 00:20:46.269 them Know that that's a risk so when you're looking 00:20:46.269 --> 00:20:48.490 at your pre -planning and the booth and all the 00:20:48.490 --> 00:20:51.029 different things I i'm into the whole swat right 00:20:51.029 --> 00:20:52.769 now because I have a summit coming up swat in 00:20:52.769 --> 00:20:55.349 order but But those are the things to talk about 00:20:55.349 --> 00:20:57.970 because you got to learn I how many of you have 00:20:57.970 --> 00:21:00.150 seen this happen, right? The complainer goes 00:21:00.150 --> 00:21:03.599 up and everyone can hear And I'm like, oh my 00:21:03.599 --> 00:21:05.099 God, why are you not just saying, hey, let's 00:21:05.099 --> 00:21:07.440 walk away or let's get a cup of coffee. Get them 00:21:07.440 --> 00:21:09.900 out of your booth. Don't let other people hear 00:21:09.900 --> 00:21:12.720 it. Don't try to criticize them for coming to 00:21:12.720 --> 00:21:14.519 your booth and complaining because it's too late 00:21:14.519 --> 00:21:18.299 at that point. And so, you know, and once someone 00:21:18.299 --> 00:21:20.440 complains, you want to have this, hey, hey, Lisa, 00:21:20.480 --> 00:21:22.240 my God, I'm so upset with this order. And Lisa 00:21:22.240 --> 00:21:25.000 will say, you know what? Thank you so much. Actually, 00:21:25.039 --> 00:21:27.319 Sally is here and she's handling any issues that 00:21:27.319 --> 00:21:28.599 come up. Like, you know, however you want to 00:21:28.599 --> 00:21:30.259 say, you don't want people to know you've got 00:21:30.259 --> 00:21:32.500 issues, but you could say, Sally, Sally would 00:21:32.500 --> 00:21:34.319 like to speak to you, whatever that looks like. 00:21:34.559 --> 00:21:38.980 Be prepared as Lion King says, be prepared. I 00:21:38.980 --> 00:21:40.819 think that's really important that we have that. 00:21:41.059 --> 00:21:44.039 And then if you're going to do a suite, first 00:21:44.039 --> 00:21:46.180 of all, make sure a big enough company because 00:21:46.180 --> 00:21:48.539 it's going to cost you an arm, a leg and probably 00:21:48.539 --> 00:21:52.880 an astral. So make sure you are are large enough 00:21:52.880 --> 00:21:55.839 that you can that you have enough staff to even 00:21:55.839 --> 00:21:57.539 take them away from those, even if you're doing 00:21:57.539 --> 00:21:59.539 first thing in the morning, because I see that 00:21:59.539 --> 00:22:01.619 happen too. You're at a breakfast at a suite 00:22:01.619 --> 00:22:03.740 and all of a sudden it's like quarter of 10 and 00:22:03.740 --> 00:22:06.839 they all leave. And I'm like, well, have double 00:22:06.839 --> 00:22:08.599 staff. You have to do it. You can't have like 00:22:08.599 --> 00:22:11.539 all of a sudden they leave. And it's a lot to 00:22:11.539 --> 00:22:13.440 ask someone. So breakfast is a little easier. 00:22:13.660 --> 00:22:15.359 You don't want to have it at a different hotel. 00:22:15.460 --> 00:22:17.220 If everyone's going to be at the Mandalay Bay, 00:22:17.599 --> 00:22:19.700 you better have that suite at the Mandalay Bay. 00:22:20.099 --> 00:22:23.200 Because taking people outside. Even if it's lunch 00:22:23.200 --> 00:22:25.720 at the Hard Rock, it's hard to leave a show, 00:22:25.720 --> 00:22:28.779 right? Like we are like, let's just work its 00:22:28.779 --> 00:22:32.200 way through and go. So I think that you have 00:22:32.200 --> 00:22:35.680 to be at a certain level to do these suites and 00:22:35.680 --> 00:22:37.500 to do it. Now, what I would not recommend, I'm 00:22:37.500 --> 00:22:39.319 just going to say this out loud. I don't think 00:22:39.319 --> 00:22:41.200 and I have a question for both of you. I don't 00:22:41.200 --> 00:22:44.400 think it's that smart to not attend the show, 00:22:44.500 --> 00:22:51.440 but have a suite that goes to your ethical. Way 00:22:51.440 --> 00:22:53.420 of you're doing business like that. Obviously 00:22:53.420 --> 00:22:55.180 nobody wants you to do that. It won't make you 00:22:55.180 --> 00:22:56.799 look good It's not like oh what a smart thing 00:22:56.799 --> 00:22:59.359 to do. How savvy don't go the show and have a 00:22:59.359 --> 00:23:01.759 sweet No, you'll get the opposite of that now 00:23:01.759 --> 00:23:05.559 my big burning question For you guys is this 00:23:05.559 --> 00:23:08.319 I'm on the edge of my seat Adrian, but you're 00:23:08.319 --> 00:23:10.839 new you're new and you've got two choices You 00:23:10.839 --> 00:23:14.640 can go into the new exhibitor area that they 00:23:14.640 --> 00:23:16.339 have. I'm not talking about providing product, 00:23:16.519 --> 00:23:18.799 but the new area where when you go to a show 00:23:18.799 --> 00:23:20.539 and you're a distributor and you're like, oh, 00:23:20.559 --> 00:23:22.799 I want to see what's new. If you're a savvy, 00:23:23.019 --> 00:23:26.500 smart distributor that likes to look at new suppliers 00:23:26.500 --> 00:23:28.819 because you want to do the best for your client 00:23:28.819 --> 00:23:31.180 and the best way to help your client is to get 00:23:31.180 --> 00:23:33.779 knowledge from the new suppliers, you then probably 00:23:33.779 --> 00:23:35.619 will go right over to the new exhibit because 00:23:35.619 --> 00:23:38.180 you want to catch all those suppliers. If you're 00:23:38.180 --> 00:23:39.880 a new supplier and you're like, oh, I'm going 00:23:39.880 --> 00:23:42.880 to put myself right next to a company that is 00:23:42.880 --> 00:23:45.660 doing a lot of business, I don't know. So my 00:23:45.660 --> 00:23:48.220 question to you, is it better to be a small fish 00:23:48.220 --> 00:23:51.640 in that bigger pond of already great suppliers 00:23:51.640 --> 00:23:53.279 out there and you're paying more to be next to 00:23:53.279 --> 00:23:56.140 them? Or is it smarter to be the big fish in 00:23:56.140 --> 00:23:58.799 the smaller part and be in the exhibitor area 00:23:58.799 --> 00:24:01.539 where people will come to you? That is my question. 00:24:03.299 --> 00:24:06.970 That's a good question. That's a tough one for 00:24:06.970 --> 00:24:08.990 first thing on a Friday morning. My goodness, 00:24:09.049 --> 00:24:10.289 I'm going to have to get another cup of coffee 00:24:10.289 --> 00:24:14.369 to answer that one. Well, I think I can jump 00:24:14.369 --> 00:24:17.589 in on that. For me, I think being part of the 00:24:17.589 --> 00:24:21.069 new product pavilion, if you can get in, is a 00:24:21.069 --> 00:24:25.130 great way to start. And I know that PPAI has 00:24:25.130 --> 00:24:28.150 rules that you can only be in there once, first 00:24:28.150 --> 00:24:32.759 time exhibitor. So for me, for someone like some 00:24:32.759 --> 00:24:35.279 of my brands that can afford it, I think it's 00:24:35.279 --> 00:24:38.660 important to be in the new product space. Distributors 00:24:38.660 --> 00:24:41.619 are at the show looking for new products to present 00:24:41.619 --> 00:24:45.579 to clients. So for me, that's a real edge. I 00:24:45.579 --> 00:24:47.619 don't have the data to support that, though. 00:24:47.640 --> 00:24:50.700 I'd love to do some more research with PPAI if 00:24:50.700 --> 00:24:53.759 they would share that. Do they find that people 00:24:53.759 --> 00:24:58.180 in the new product pavilion get more scans? We 00:24:58.180 --> 00:25:00.200 haven't talked about regional shows yet, but 00:25:00.200 --> 00:25:03.079 at the regional shows there's always a new product 00:25:03.079 --> 00:25:07.440 area like a table or a display for very little 00:25:07.440 --> 00:25:12.700 money, $25. Those I think are kind of a, you 00:25:12.700 --> 00:25:15.779 should always do those. It's a very small investment 00:25:15.779 --> 00:25:19.539 and they're often at the front of the show. So 00:25:19.539 --> 00:25:23.039 I think that's a good investment, but for the 00:25:23.039 --> 00:25:26.200 bigger shows, it's expensive, can be more expensive. 00:25:26.430 --> 00:25:32.009 and hard to get into that new product area. So 00:25:32.009 --> 00:25:36.009 Kim, what do you think? I agree. I mean, you 00:25:36.009 --> 00:25:39.109 know, I would like to dig in and get more data 00:25:39.109 --> 00:25:44.390 on that because I literally sit 50 -50. There's 00:25:44.390 --> 00:25:48.349 a lot of value in being in that new area. But 00:25:48.349 --> 00:25:52.829 as a brand, I also want to really rub shoulders. 00:25:53.160 --> 00:25:58.000 with a bigger brand, maybe bring me along. So 00:25:58.000 --> 00:26:01.799 I think that's a really great question. I would 00:26:01.799 --> 00:26:04.799 like you evaluate other opportunities at the 00:26:04.799 --> 00:26:09.740 show too, right? So if it's $25, $50, even a 00:26:09.740 --> 00:26:12.019 hundred bucks, whatever that dollar value is 00:26:12.019 --> 00:26:14.980 that's reasonable to put your product, just the 00:26:14.980 --> 00:26:17.240 physical product and not our booth and a new 00:26:17.240 --> 00:26:20.940 product section or another way to leverage it. 00:26:21.960 --> 00:26:25.460 sort of being able to do both things might work 00:26:25.460 --> 00:26:28.480 out, but that's a great question. And I also 00:26:28.480 --> 00:26:31.599 think it would depend on the show, right? With 00:26:31.599 --> 00:26:36.440 a PVAI where it's so big, I probably would opt 00:26:36.440 --> 00:26:38.799 to be in a smaller section where there's more 00:26:38.799 --> 00:26:42.119 of a spotlight for fear that I might get lost 00:26:42.119 --> 00:26:45.259 sort of in the mix. But if you are at a smaller 00:26:45.259 --> 00:26:49.160 regional show, being... where you might get the 00:26:49.160 --> 00:26:52.980 most flow of people because they are more intimate, 00:26:53.220 --> 00:26:55.660 right? So you might say, well, why not be at 00:26:55.660 --> 00:26:58.640 PPI if you get more flow of people, but that's 00:26:58.640 --> 00:27:00.759 like you're gonna have a fire hose, right? And 00:27:00.759 --> 00:27:04.319 so even if you have your booth fully staffed, 00:27:04.519 --> 00:27:07.579 you won't necessarily get the one -on -one conversations 00:27:07.579 --> 00:27:11.339 like you would at a regional show. So to be able 00:27:11.339 --> 00:27:14.799 to leverage the bigger brand at a smaller show, 00:27:15.069 --> 00:27:18.789 where you might attract more distributors at 00:27:18.789 --> 00:27:22.549 a more manageable level, that might be a bigger 00:27:22.549 --> 00:27:26.450 bang than being part of the total chaos at like 00:27:26.450 --> 00:27:30.130 a PPAI. So the smaller section might make it 00:27:30.130 --> 00:27:34.130 more manageable, allow you to make more relationships, 00:27:34.529 --> 00:27:36.910 like all the things that we want you to be able 00:27:36.910 --> 00:27:40.029 to do. So I look at it at a couple of different 00:27:40.029 --> 00:27:43.990 ways. And then it's always nice to know who's 00:27:43.990 --> 00:27:47.250 next to you too. Right? Like, make friends with 00:27:47.250 --> 00:27:51.829 them. You know, see what they have. It's a great 00:27:51.829 --> 00:27:54.309 way to leverage networks. You might have a complimentary 00:27:54.309 --> 00:27:57.029 brand and, wow, there could be a great partnership. 00:27:57.390 --> 00:28:00.450 I've got, you know, I may be next to a food brand 00:28:00.450 --> 00:28:04.190 and I've got drinkware and, hey, we could actually 00:28:04.190 --> 00:28:07.309 put together a partnership or, you know, whatever 00:28:07.309 --> 00:28:11.619 that looks like too. So great insight, Kim. Thanks 00:28:11.619 --> 00:28:14.960 so much. I love the idea of that you have to 00:28:14.960 --> 00:28:17.700 analyze each show that you're attending. Look 00:28:17.700 --> 00:28:21.859 at your budget and see what makes sense. And 00:28:21.859 --> 00:28:25.480 so let's wrap up the big national shows like 00:28:25.480 --> 00:28:28.599 ASI and PPAI so we can do a little bit deeper 00:28:28.599 --> 00:28:31.539 dive into the regionals. And then, you know, 00:28:31.539 --> 00:28:33.819 we have a whole other list of types of shows. 00:28:35.039 --> 00:28:39.109 I do want to say with any show you attend, To 00:28:39.109 --> 00:28:42.390 back up Adrian and Kim, get to know your neighbors 00:28:42.390 --> 00:28:45.410 at the show. Walk the show yourself if you can. 00:28:45.589 --> 00:28:49.049 Look at the exhibitor list. Highlight key people 00:28:49.049 --> 00:28:51.809 you want to see at the show. And work with your 00:28:51.809 --> 00:28:54.230 booth mates if you're lucky enough to have them. 00:28:54.269 --> 00:28:58.230 Now, I know a lot of smaller suppliers won't 00:28:58.230 --> 00:29:02.589 have booth mates. So, you know, you have to make 00:29:02.589 --> 00:29:06.210 your decision based on what you have available. 00:29:06.799 --> 00:29:09.839 I do want to talk a little bit about what to 00:29:09.839 --> 00:29:12.400 do in your office back at home when you're at 00:29:12.400 --> 00:29:15.980 a show. It's important not to tell your current 00:29:15.980 --> 00:29:19.299 customers, hey, we can't get back to you. We're 00:29:19.299 --> 00:29:21.859 going to be at a show. You want your current 00:29:21.859 --> 00:29:25.119 customers to feel valued, recognized, and taken 00:29:25.119 --> 00:29:28.079 care of while you're away. I can't tell you how 00:29:28.079 --> 00:29:30.700 many times I've heard that. I can't get, you 00:29:30.700 --> 00:29:32.059 know, we're going to be delayed because we're 00:29:32.059 --> 00:29:35.319 at a show. Really pay attention to that. I know 00:29:35.319 --> 00:29:39.940 it's hard when you have a small team. And to 00:29:39.940 --> 00:29:42.559 wrap up the idea of new product pavilion, I do 00:29:42.559 --> 00:29:46.279 know when I was leading distributor sales teams, 00:29:46.700 --> 00:29:49.420 we did make it mandatory that the team attend 00:29:49.420 --> 00:29:52.640 the new product pavilion. So just sharing that 00:29:52.640 --> 00:29:57.220 for those major shows, I wanna segue into regionals. 00:29:57.559 --> 00:30:00.839 So I'm gonna turn that over Adrian to you first, 00:30:01.240 --> 00:30:05.480 and then I'll... point that over to Ken. So tell 00:30:05.480 --> 00:30:10.819 us about regionals. So regionals are very important 00:30:10.819 --> 00:30:14.019 for a supplier. I am a real believer. I wrote 00:30:14.019 --> 00:30:16.000 an article, I think, a couple years ago regarding 00:30:16.000 --> 00:30:18.700 being part of your regional. The distributors 00:30:18.700 --> 00:30:20.779 are going to be part of it. We want the suppliers 00:30:20.779 --> 00:30:24.640 to be part of it. Very, very important. So if 00:30:24.640 --> 00:30:29.299 you are having. So if you're a supplier, first 00:30:29.299 --> 00:30:31.940 of all, the cost is so minimal, it could be. 00:30:31.980 --> 00:30:34.740 the least expensive thing you joined right can't 00:30:34.740 --> 00:30:38.099 like when you think about it. Yeah I mean at 00:30:38.099 --> 00:30:39.859 the most it's like a hundred and fifty dollars 00:30:39.859 --> 00:30:42.680 a year correct me if I'm wrong guys but. It's 00:30:42.680 --> 00:30:44.640 not gonna be that expensive. And the meetings 00:30:44.640 --> 00:30:47.359 are important. So I know I've been a member of 00:30:47.359 --> 00:30:50.720 NEPA before. I love Gold Coast. So, you know, 00:30:50.799 --> 00:30:52.839 you go to the events, it's a great way to connect 00:30:52.839 --> 00:30:55.500 outside. It's all about building the relationships. 00:30:55.920 --> 00:30:58.160 Yes, you'll have a chance to do a workshop. Yes, 00:30:58.339 --> 00:31:00.420 you can do, you know, you'll get the emails and 00:31:00.420 --> 00:31:02.400 the contact information and you're gonna be put 00:31:02.400 --> 00:31:05.720 in front of the local. distributors and the other 00:31:05.720 --> 00:31:07.839 local suppliers which you want this industry 00:31:07.839 --> 00:31:09.700 don't think like I'm never going to be to I'm 00:31:09.700 --> 00:31:11.099 not going to become friends with any suppliers 00:31:11.099 --> 00:31:14.839 like Kim said those relationships can really 00:31:14.839 --> 00:31:18.660 help but there's always been Kim like I like 00:31:18.660 --> 00:31:21.880 a fascination on retail like the regionals like 00:31:21.880 --> 00:31:24.660 I love it and I'm so excited that I was able 00:31:24.660 --> 00:31:27.779 to speak to I think seven regionals this year 00:31:27.779 --> 00:31:29.619 on LinkedIn because that's like my specialty 00:31:29.619 --> 00:31:34.420 so that was fantastic so join And then I have 00:31:34.420 --> 00:31:36.559 to say this, everyone, if you join something, 00:31:36.599 --> 00:31:38.720 you've got to be active too. It's not just like, 00:31:38.819 --> 00:31:40.539 okay, I'm joined by, okay, good, I don't have 00:31:40.539 --> 00:31:42.319 to worry about it for a year. You know what? 00:31:42.660 --> 00:31:47.180 The glory is in the community building. So I 00:31:47.180 --> 00:31:49.240 think that's why when we look at suppliers, you 00:31:49.240 --> 00:31:51.940 want to have your brand strategist, your chief 00:31:51.940 --> 00:31:54.200 marketing officer, whoever you want, you want 00:31:54.200 --> 00:31:56.240 them to attend these regionals. You want them 00:31:56.240 --> 00:31:58.480 to be the ear. What are distributors talking 00:31:58.480 --> 00:32:00.809 about? What do they need? That's where they can 00:32:00.809 --> 00:32:04.130 bring back that information and grow the supplier. 00:32:04.569 --> 00:32:07.430 So those are some of my thoughts, Lisa, on regionals, 00:32:07.509 --> 00:32:11.230 and they're fun too. And it's also a great place 00:32:11.230 --> 00:32:15.210 to learn, right? I mean, when you're at those 00:32:15.210 --> 00:32:17.970 large shows, I mean, you're just treading water, 00:32:18.029 --> 00:32:19.950 right? You're trying to keep up, keep your booth, 00:32:19.990 --> 00:32:22.329 got your people, keep your energy up, meet as 00:32:22.329 --> 00:32:25.450 many people as you can. A regional, it's an opportunity 00:32:25.450 --> 00:32:29.059 to actually have real conversations. outside 00:32:29.059 --> 00:32:32.160 of just selling, you're able to understand trends, 00:32:32.319 --> 00:32:33.920 you're able to pick up. But you know, if you're 00:32:33.920 --> 00:32:36.220 friends with different suppliers, you have chat 00:32:36.220 --> 00:32:39.059 groups, there's more about the industry and it 00:32:39.059 --> 00:32:42.400 is changing every day. So whether you're brand 00:32:42.400 --> 00:32:44.839 new or you've been in the industry for a while, 00:32:45.299 --> 00:32:47.539 you're always going to learn because things are 00:32:47.539 --> 00:32:50.609 always changing. And you find out there first, 00:32:50.630 --> 00:32:52.849 right? You want to be on the leading edge of 00:32:52.849 --> 00:32:55.730 it in helping to drive the agenda, rather than 00:32:55.730 --> 00:32:58.369 be in the backseat and being pulled along. And 00:32:58.369 --> 00:33:00.710 the regional associations and stuff, I think, 00:33:01.009 --> 00:33:06.190 are the best way to do it. Awesome. Awesome feedback. 00:33:06.569 --> 00:33:09.670 Thank you both. Yeah, Adrienne? I forgot to mention 00:33:09.670 --> 00:33:13.269 a couple of things. The distributor end user 00:33:13.269 --> 00:33:16.289 shows. For suppliers could be great another reason 00:33:16.289 --> 00:33:19.150 why you really want to have a relationship with 00:33:19.150 --> 00:33:21.789 as a supplier with your distributors because 00:33:21.789 --> 00:33:25.430 those are doing end user shows that is like that's 00:33:25.430 --> 00:33:29.230 like one step really above like the region because 00:33:29.230 --> 00:33:32.289 now you're able to meet with with your clients. 00:33:32.569 --> 00:33:35.529 distributors, end user. I mean, that is fantastic. 00:33:36.509 --> 00:33:38.390 I think that you really, if you're a supplier 00:33:38.390 --> 00:33:41.009 and that would interest you, you should let your 00:33:41.009 --> 00:33:43.109 larger companies that are doing it say, hey, 00:33:43.210 --> 00:33:46.150 I saw you have an end user show. I would be interested. 00:33:46.470 --> 00:33:49.750 Don't wait for them to invite you. Be proactive 00:33:49.750 --> 00:33:52.769 because end user shows work. That's where orders 00:33:52.769 --> 00:33:56.650 are written up actually. Okay, Adrienne, thank 00:33:56.650 --> 00:34:01.329 you so much for that. All that good stuff about 00:34:01.329 --> 00:34:04.829 regionals for smaller suppliers, smaller boutique 00:34:04.829 --> 00:34:07.970 suppliers, or larger retail brands who have a 00:34:07.970 --> 00:34:11.230 small team, that's the way to build your brand 00:34:11.230 --> 00:34:15.730 regionally in an affordable, effective way quickly. 00:34:16.269 --> 00:34:20.510 So don't dismiss your regional over a national 00:34:20.510 --> 00:34:23.769 organization participation. And when you have 00:34:23.769 --> 00:34:27.050 a small team, you do have to be realistic about 00:34:27.050 --> 00:34:30.510 what you can actually manage. So, you know, we 00:34:30.510 --> 00:34:33.909 really want to plant the seed of a regional join 00:34:33.909 --> 00:34:38.130 as a great way for so many relationships to develop. 00:34:38.650 --> 00:34:42.070 And we mentioned education a couple times. We 00:34:42.070 --> 00:34:44.750 didn't really touch on that with the big nationals, 00:34:44.750 --> 00:34:48.449 but all the national shows and the regionals 00:34:48.449 --> 00:34:52.760 offer education. It's um usually a day in advance 00:34:52.760 --> 00:34:56.400 for the nationals so you as a small smaller supplier 00:34:56.400 --> 00:35:00.119 or brand or team if you can get there for that 00:35:00.119 --> 00:35:02.980 education that can be life -changing because 00:35:02.980 --> 00:35:05.619 you don't know who you're sitting next to you 00:35:05.619 --> 00:35:08.679 can build relationships it's the seekers the 00:35:08.679 --> 00:35:11.400 learners the rainmakers who are attending these 00:35:11.400 --> 00:35:14.420 educational segments the people who are passionate 00:35:14.420 --> 00:35:17.280 about the industry who want to succeed they've 00:35:17.280 --> 00:35:20.690 dedicated their time and their energy to show 00:35:20.690 --> 00:35:24.309 up and be present and be experts in the industry 00:35:24.309 --> 00:35:27.909 that we all love. So take a look at the education, 00:35:28.269 --> 00:35:31.349 attend as much of it as you can when you can, 00:35:31.590 --> 00:35:33.670 because you never know when that gold nugget 00:35:33.670 --> 00:35:36.170 is going to be right in front of you and you 00:35:36.170 --> 00:35:39.210 grow your professional knowledge. There is a 00:35:39.210 --> 00:35:42.929 certification program through PPAI. Maybe we'll 00:35:42.929 --> 00:35:46.289 even have a segment on education at another point. 00:35:46.989 --> 00:35:50.199 So for regionals, We don't need to spend tons 00:35:50.199 --> 00:35:53.860 and tons of time on those. However, you can find 00:35:53.860 --> 00:35:57.300 out who your regionals are through PPAI. Get 00:35:57.300 --> 00:36:01.280 on the mailing list. Join. They're usually very 00:36:01.280 --> 00:36:05.599 affordable to join and participate. Show up. 00:36:05.719 --> 00:36:08.940 Get known. The biggest way to build your brand 00:36:08.940 --> 00:36:12.940 in promo is to build trust and be seen. You have 00:36:12.940 --> 00:36:15.960 to remember that you are the livelihood of your 00:36:15.960 --> 00:36:18.869 distributors. So they need to know and trust 00:36:18.869 --> 00:36:22.730 your brand to give you their orders. So we still 00:36:22.730 --> 00:36:25.409 have lots of other types of shows to talk about. 00:36:26.250 --> 00:36:29.869 Let's go to end users and user shows now. So 00:36:29.869 --> 00:36:32.449 those can be held by regionals. They can also 00:36:32.449 --> 00:36:35.849 be held by individual distributor companies and 00:36:35.849 --> 00:36:40.110 national organizations. That's where to Adrian, 00:36:40.449 --> 00:36:43.530 to support Adrian's point, that's where actual 00:36:43.530 --> 00:36:46.579 sales can happen. You may not actually write 00:36:46.579 --> 00:36:49.780 the order, but you might be giving a quote, committing 00:36:49.780 --> 00:36:53.139 to a sample. What I'd like to share about end 00:36:53.139 --> 00:36:57.500 user shows is your pricing always has to be the 00:36:57.500 --> 00:37:00.619 published sell price. You can't talk about net 00:37:00.619 --> 00:37:04.340 prices at a distributor show. You want to have 00:37:04.340 --> 00:37:08.940 samples ready. And oftentimes, a distributor 00:37:08.940 --> 00:37:13.219 will ask you for many, many spec samples in advance 00:37:13.219 --> 00:37:17.090 of the show. So that is an expense and a commitment 00:37:17.090 --> 00:37:20.650 that I want everyone to be aware of that you 00:37:20.650 --> 00:37:23.170 may need to think about being able to execute 00:37:23.170 --> 00:37:26.690 when you sign up for an end user show. Adrienne, 00:37:26.690 --> 00:37:30.849 did you have a comment? No, you're doing fantastic. 00:37:30.949 --> 00:37:34.789 I'm enjoying listening to you. Lisa, that's a 00:37:34.789 --> 00:37:38.250 good point on the samples because even with the 00:37:38.250 --> 00:37:42.809 national distributor shows, a lot of them request 00:37:42.809 --> 00:37:48.590 for a way to set yourself apart is to offer to 00:37:48.590 --> 00:37:53.650 have three, four, 500 or more samples that go 00:37:53.650 --> 00:37:57.090 to each of their reps. So that's a good point 00:37:57.090 --> 00:38:00.230 that I don't think we talked about for sort of 00:38:00.230 --> 00:38:03.309 that second, not the national, but even those 00:38:03.309 --> 00:38:06.050 distributor shows in addition to the end user 00:38:06.050 --> 00:38:10.829 show. Great point. When the entry point expense 00:38:10.829 --> 00:38:14.489 might be smaller, like maybe it's $400 or $500 00:38:14.489 --> 00:38:18.269 to exhibit at an end user show, you still have 00:38:18.269 --> 00:38:21.889 to think about your bigger expense of the samples, 00:38:21.969 --> 00:38:24.429 because that's really where your samples become 00:38:24.429 --> 00:38:28.230 so effective, is when you have a sample in the 00:38:28.230 --> 00:38:30.989 booth, maybe for each attendee, you definitely 00:38:30.989 --> 00:38:34.610 need samples for each sales rep that's associated 00:38:34.610 --> 00:38:37.849 with that. end user show and then the further 00:38:37.849 --> 00:38:41.670 expense of supplying spec samples if that's in 00:38:41.670 --> 00:38:44.889 most and end user client shows the reps like 00:38:44.889 --> 00:38:48.710 to have spec samples to show their clients that 00:38:48.710 --> 00:38:52.150 are attending. It's a way they can get a client 00:38:52.150 --> 00:38:54.570 to come to the show because they're actually 00:38:54.570 --> 00:38:57.610 going to get samples with their logo on it. So 00:38:57.610 --> 00:39:00.030 there's layers there. Adrienne, you have your 00:39:00.030 --> 00:39:02.780 hand up. I do. I do. I just thought I just realized 00:39:02.780 --> 00:39:04.539 something. One of the things that you want to 00:39:04.539 --> 00:39:07.900 do as a supplier is remember that you want to 00:39:07.900 --> 00:39:10.559 really ask the distributor or the regional how 00:39:10.559 --> 00:39:12.619 you want to present yourself. There are a lot 00:39:12.619 --> 00:39:15.659 of end users where they are your partner. So 00:39:15.659 --> 00:39:18.500 you're not going to wear your supplier badge. 00:39:18.579 --> 00:39:20.579 You're not going to have your business cards. 00:39:20.619 --> 00:39:22.840 You're going to be very careful. You are now 00:39:22.840 --> 00:39:26.059 just being a partner to the distributor. So when 00:39:26.059 --> 00:39:29.900 people ask, you are just Billy. With Burke, well, 00:39:29.900 --> 00:39:31.659 Billy, with whatever company that is, you are 00:39:31.659 --> 00:39:35.300 not with the supplier. So just a reminder, uh, 00:39:35.300 --> 00:39:37.780 that you're going to have a totally different 00:39:37.780 --> 00:39:39.840 mindset and you have to be respectful and you 00:39:39.840 --> 00:39:41.900 have to keep it in your head. Cause if you turn 00:39:41.900 --> 00:39:44.260 around and, and a distributor sees that you hand 00:39:44.260 --> 00:39:47.079 in a business card, that could be a problem. 00:39:47.800 --> 00:39:50.659 So, you know, that's, you know, we're always 00:39:50.659 --> 00:39:53.199 happy to, to share more. That's why you just 00:39:53.199 --> 00:39:55.380 can't jump into these things unless you really 00:39:55.380 --> 00:39:58.570 have someone that understands the industry. OK, 00:39:58.590 --> 00:40:00.429 just wanted to say that. Thanks. Great point, 00:40:00.710 --> 00:40:04.449 Adrienne. And clients will ask you for your information 00:40:04.449 --> 00:40:07.030 because they might want to try to buy direct. 00:40:07.510 --> 00:40:11.989 But in the promo space, we don't do that. That's 00:40:11.989 --> 00:40:15.070 frowned upon in the establishment. So make sure 00:40:15.070 --> 00:40:18.010 that you're taking notes during this segment. 00:40:19.070 --> 00:40:21.690 And end user shows are different than when you're 00:40:21.690 --> 00:40:24.710 presenting to distributors. So I think we'll 00:40:24.710 --> 00:40:27.420 wrap up. you know, these big national shows, 00:40:27.480 --> 00:40:31.679 the regional shows, and move on to things like 00:40:31.679 --> 00:40:36.840 EMEs, connects, facilitates, and even virtual 00:40:36.840 --> 00:40:39.760 shows, which we haven't even really touched on 00:40:39.760 --> 00:40:44.800 yet. And folks like Soapbox who have shows that 00:40:44.800 --> 00:40:47.940 happen all the time that your distributor teams 00:40:47.940 --> 00:40:51.940 can sign up for. So in addition to national and 00:40:51.940 --> 00:40:56.289 regionals, there are groups like Facilitate or 00:40:56.289 --> 00:41:00.650 Connects is related to ASI. There's Facilitates, 00:41:00.849 --> 00:41:03.670 which is a private company that hosts events, 00:41:03.769 --> 00:41:08.590 and then EMEs. Now these are events where distributors 00:41:08.590 --> 00:41:11.670 and suppliers sign up for a three or four day 00:41:11.670 --> 00:41:16.630 event at a resort. And it's very specific invitation 00:41:16.630 --> 00:41:19.489 to the distributors and their representatives. 00:41:19.590 --> 00:41:23.110 It's usually free for them to attend. And for 00:41:23.110 --> 00:41:26.630 the suppliers, it's usually a four to $6 ,000 00:41:26.630 --> 00:41:30.489 entry point amount to be at those shows. The 00:41:30.489 --> 00:41:34.150 nationals also host shows like this. So this 00:41:34.150 --> 00:41:37.869 can be a bigger expense layered into your already 00:41:37.869 --> 00:41:42.730 heavy show rotation. So it really bears a pro 00:41:42.730 --> 00:41:46.230 and con and SWOT analysis of whether you want 00:41:46.230 --> 00:41:51.269 to attend and participate in these very focused 00:41:51.269 --> 00:41:54.869 shows where it's invitation only. And most of 00:41:54.869 --> 00:41:57.010 the time you're getting rainmakers there. These 00:41:57.010 --> 00:41:59.989 are folks who do over a million in sales usually. 00:42:00.519 --> 00:42:03.440 And there's a new player on the scene in that 00:42:03.440 --> 00:42:06.739 space called Promocations, which I'm dying to 00:42:06.739 --> 00:42:09.539 go on one of those. That's where it's a cruise 00:42:09.539 --> 00:42:14.300 and you bring your supplier stuff on a cruise 00:42:14.300 --> 00:42:18.159 with distributors who have signed up for that 00:42:18.159 --> 00:42:21.840 cruise specifically to network with select suppliers. 00:42:22.340 --> 00:42:26.340 So wow, the amount of opportunities can be overwhelming. 00:42:26.670 --> 00:42:29.989 So thoughts on those types of shows, Adrienne 00:42:29.989 --> 00:42:32.130 and Kim, I don't even know if you have experience 00:42:32.130 --> 00:42:37.369 with those. So Kim, have you been exposed to 00:42:37.369 --> 00:42:41.650 those through Gemline? So I'm familiar with what 00:42:41.650 --> 00:42:45.409 they are, but myself have not attended because 00:42:45.409 --> 00:42:49.269 we work through the supplier. So depending on 00:42:49.269 --> 00:42:52.570 your promo strategy, if you are sort of teamed 00:42:52.570 --> 00:42:57.000 up with a larger supplier, As you get more granular, 00:42:57.519 --> 00:43:00.500 you don't get those opportunities as the brand 00:43:00.500 --> 00:43:03.619 to be there. But I have, you know, I'm in the 00:43:03.619 --> 00:43:07.639 booth with Gemline at PPAI. I have presented 00:43:07.639 --> 00:43:11.380 at the large distributor like Halo in Staples. 00:43:11.659 --> 00:43:16.570 I've done smaller regional with, you know. with 00:43:16.570 --> 00:43:18.730 distributors and stuff like that. But then when 00:43:18.730 --> 00:43:22.750 we get way down into some of those, we don't 00:43:22.750 --> 00:43:25.190 participate as the brand. We do that through 00:43:25.190 --> 00:43:27.809 Gemline. So Gemline's team goes. So Gemline's 00:43:27.809 --> 00:43:31.050 a top 40 supplier for those listening. So top 00:43:31.050 --> 00:43:35.389 40 suppliers almost always have a presence at 00:43:35.389 --> 00:43:38.269 those types of shows because they have vast sales 00:43:38.269 --> 00:43:41.030 teams. They have multi -line rep groups. They 00:43:41.030 --> 00:43:45.409 have enough personnel to cover those shows. So 00:43:45.409 --> 00:43:47.929 for smaller folks, you might get the phone call 00:43:47.929 --> 00:43:50.690 being pitched on a facilitate, but can you really 00:43:50.690 --> 00:43:53.710 handle it? Can you really show up and attend? 00:43:54.449 --> 00:43:57.110 Adrienne, what are your thoughts on those shows? 00:43:57.989 --> 00:44:00.630 So I have attended plenty of those shows. And 00:44:00.630 --> 00:44:03.730 I have to say, first of all, I think that there's 00:44:03.730 --> 00:44:05.550 many people that could write a book that would 00:44:05.550 --> 00:44:09.679 start, the title would be I lost my job at blah, 00:44:09.900 --> 00:44:13.920 blah, blah due to my drinking, due to my having 00:44:13.920 --> 00:44:16.059 sex with someone. Like, I'm just gonna be honest 00:44:16.059 --> 00:44:20.719 with you. Yes, that has happened. And I'm bringing 00:44:20.719 --> 00:44:24.000 this up because it is something that suppliers 00:44:24.000 --> 00:44:28.139 need to consider when you are bringing your staff 00:44:28.139 --> 00:44:30.699 to any of these events, because first of all, 00:44:30.719 --> 00:44:32.989 they're not easy. So the distributor, just so 00:44:32.989 --> 00:44:34.670 you understand, the distributor has to attend, 00:44:34.829 --> 00:44:37.190 otherwise they forfeit going for free and now 00:44:37.190 --> 00:44:39.030 all of a sudden they're gonna be charged all 00:44:39.030 --> 00:44:41.769 of it. On the other hand, they love to party. 00:44:42.309 --> 00:44:45.789 So if you are bringing some of your supplier 00:44:45.789 --> 00:44:48.550 reps and those that are, I'm gonna use a word, 00:44:48.730 --> 00:44:50.409 I don't even, maybe it doesn't matter the age, 00:44:50.690 --> 00:44:53.349 those that like to party, you could really actually 00:44:53.349 --> 00:44:56.130 have an issue. I mean, there really is a... could 00:44:56.130 --> 00:44:57.849 be a book out there because there's plenty of 00:44:57.849 --> 00:45:00.050 people that go to these attends and it's like 00:45:00.050 --> 00:45:02.429 a free for all because it almost feels like a 00:45:02.429 --> 00:45:04.550 free for all for the distributor feels like it's 00:45:04.550 --> 00:45:07.670 all inclusification because everything's paid 00:45:07.670 --> 00:45:10.789 for and for the suppliers are like what's going 00:45:10.789 --> 00:45:13.190 on you know and and the distributors will come 00:45:13.190 --> 00:45:16.010 in they're going to be exhausted i mean it's 00:45:16.010 --> 00:45:19.030 probably after the second meeting okay hired 00:45:19.030 --> 00:45:22.710 right so You have to get so you have to be prepared 00:45:22.710 --> 00:45:24.630 so some of the things I think and even for the 00:45:24.630 --> 00:45:27.610 other shows Is have a budget have a good strong 00:45:27.610 --> 00:45:30.289 mailing get them excited to attend Have them 00:45:30.289 --> 00:45:32.469 talking about what their needs are have them 00:45:32.469 --> 00:45:34.429 thinking What are my needs are before I even 00:45:34.429 --> 00:45:37.670 sit in the suite for the time, right? like I 00:45:37.670 --> 00:45:38.989 think that there's plenty of things that you 00:45:38.989 --> 00:45:41.750 could do beforehand so that that meeting is really 00:45:41.750 --> 00:45:44.469 a Strong meeting and you walk away with a sense 00:45:44.469 --> 00:45:47.719 of like this is what the distributor needs This 00:45:47.719 --> 00:45:49.280 is where I'm going to go because at the end of 00:45:49.280 --> 00:45:51.780 the day have your list of questions scripted 00:45:51.780 --> 00:45:53.719 out like we script out things you script out 00:45:53.719 --> 00:45:55.300 What are you going to ask the distributor? What 00:45:55.300 --> 00:45:57.320 do you know about the distributor? Oh, you were 00:45:57.320 --> 00:45:59.920 just in you just got 20 20 25 You know greatest 00:45:59.920 --> 00:46:02.639 place to work like know what you are looking 00:46:02.639 --> 00:46:05.139 at develop that relationship Because that's going 00:46:05.139 --> 00:46:07.119 to be the most important thing and the stay away 00:46:07.119 --> 00:46:10.559 from the liquor. Okay, great So I love that insight 00:46:10.559 --> 00:46:15.019 Do your own research on your attendees into your 00:46:15.019 --> 00:46:18.400 booths? Super important too, this is where spec 00:46:18.400 --> 00:46:21.860 samples come into play again. and also virtual 00:46:21.860 --> 00:46:25.699 samples. So you will get a list of your attendees 00:46:25.699 --> 00:46:29.719 clients before that show. So there is a lot of 00:46:29.719 --> 00:46:32.920 pre -show work. So keep that in mind as well. 00:46:33.280 --> 00:46:36.559 And also to Adrian's point, they're really focused 00:46:36.559 --> 00:46:39.500 around fun. So you might be doing Olympics. You 00:46:39.500 --> 00:46:42.480 might be doing karaoke. You might be playing 00:46:42.480 --> 00:46:45.019 in a bocce tournament. You know, they try to 00:46:45.019 --> 00:46:49.019 add the fun element to make it enjoyable and 00:46:49.019 --> 00:46:51.900 yeah sit down with your team and say guys there 00:46:51.900 --> 00:46:54.380 is a lot of partying going on at these events 00:46:54.380 --> 00:46:58.719 that's a pro and a con be aware you know have 00:46:58.719 --> 00:47:01.500 fun have a good time forge your relationships 00:47:01.500 --> 00:47:05.739 but be responsible do the right thing and it'll 00:47:05.739 --> 00:47:09.099 be a win -win for everybody i think what i i 00:47:09.099 --> 00:47:12.579 feel about those shows is it is an expense it's 00:47:12.579 --> 00:47:15.929 almost like a We talk about building the cake 00:47:15.929 --> 00:47:19.429 a lot. It's a frosting element. You know, like 00:47:19.429 --> 00:47:21.570 maybe you've established your brand for three 00:47:21.570 --> 00:47:25.030 or four years and then you can invest in an event 00:47:25.030 --> 00:47:27.530 like that where you're ready to take your brand 00:47:27.530 --> 00:47:31.250 to the next level. But it is a fun, interesting, 00:47:31.369 --> 00:47:34.590 unique way to get in front of folks. Just don't 00:47:34.590 --> 00:47:38.110 be blinded by the sales tactics of the very capable 00:47:38.110 --> 00:47:40.449 people who are trying to sell you these shows. 00:47:40.449 --> 00:47:43.889 And that's no diss on those folks or these shows. 00:47:44.119 --> 00:47:47.699 It's like any industry, be smart about your plan 00:47:47.699 --> 00:47:52.059 and work your plan. So we'll go over now to some 00:47:52.059 --> 00:47:56.719 virtual shows. So that's also layered here. Virtual 00:47:56.719 --> 00:47:59.840 shows can take place through regionals, they 00:47:59.840 --> 00:48:02.679 can take place through suppliers themselves, 00:48:03.119 --> 00:48:07.039 often host virtual shows. It can be done through 00:48:07.039 --> 00:48:10.699 Soapbox is almost a, I think it's a monthly virtual 00:48:10.699 --> 00:48:14.260 show that distributors can attend. Promo Corner 00:48:14.260 --> 00:48:19.519 does quarterly shows. So we can wrap up now. 00:48:19.699 --> 00:48:22.960 There's also virtual shows in the industry. So 00:48:22.960 --> 00:48:25.940 we're going to sort of wrap this up in a little 00:48:25.940 --> 00:48:30.940 bit of a bow and say, that's an overview. We 00:48:30.940 --> 00:48:34.099 gave you a lot of information today. We're super 00:48:34.099 --> 00:48:37.079 excited about diving in deeper with any brand 00:48:37.079 --> 00:48:39.500 that wants to pursue this conversation further. 00:48:39.869 --> 00:48:42.510 Thank you for attending, and I'll give Kim and 00:48:42.510 --> 00:48:45.349 Adrienne the chance to give some closing comments, 00:48:45.349 --> 00:48:49.010 and then we'll see you next time. Kim? Yeah, 00:48:49.090 --> 00:48:52.849 sure. I'll jump in. So I love this. This is a 00:48:52.849 --> 00:48:55.110 topic that I think is so timely because we're 00:48:55.110 --> 00:48:58.150 all thinking about PPAAI, the big show that's 00:48:58.150 --> 00:49:00.510 happening in a couple months, but really for 00:49:00.510 --> 00:49:03.130 brands that are used, you know, retail brands. 00:49:03.440 --> 00:49:06.480 Brands that are used to going to your traditional 00:49:06.480 --> 00:49:11.539 Atlanta market, Vegas, all of those. I do think 00:49:11.539 --> 00:49:14.260 you easily get lured in with, oh, my God, it's 00:49:14.260 --> 00:49:18.599 so cheap. Let's just go. And the expense is well 00:49:18.599 --> 00:49:21.119 beyond that twenty five hundred dollar boost. 00:49:21.659 --> 00:49:24.880 The prep is very different than when you're walking 00:49:24.880 --> 00:49:30.119 into an Atlanta market or a showroom. And the 00:49:30.119 --> 00:49:33.460 follow up, they'll both. opportunities have a 00:49:33.460 --> 00:49:36.219 lot of follow up. I think it's very different. 00:49:36.699 --> 00:49:40.340 You're not selling just your product. You're 00:49:40.340 --> 00:49:43.719 really selling your brand, your story, and you 00:49:43.719 --> 00:49:46.820 want it to last and make a lasting impression. 00:49:47.599 --> 00:49:50.320 So for those who are like, God, it was so easy 00:49:50.320 --> 00:49:53.139 and so cheap compared to the $20 ,000 I spent 00:49:53.139 --> 00:49:57.360 here. It's so much beyond that. And I think if 00:49:57.360 --> 00:50:00.429 you don't go into it that way, you might as well 00:50:00.429 --> 00:50:04.070 just, you know, go gamble that $2 ,500 at the 00:50:04.070 --> 00:50:07.429 closest casino rather than spending on the booth 00:50:07.429 --> 00:50:09.690 because you're not going to get what you want 00:50:09.690 --> 00:50:13.789 out of the show. Great insight, Kim. Thanks, 00:50:13.869 --> 00:50:17.010 Adrienne. So Lisa and Kim, if I want to get, 00:50:17.070 --> 00:50:18.550 you know, I don't know about you guys, but when 00:50:18.550 --> 00:50:21.530 I, if I need dental work, I obviously go to the 00:50:21.530 --> 00:50:26.010 local painter, don't you guys? Like, seriously, 00:50:26.070 --> 00:50:29.420 I'm just going to plug. all of us as consultants, 00:50:29.659 --> 00:50:33.480 because at the end of the day, this is where 00:50:33.480 --> 00:50:36.159 having the knowledge and the wisdom from the 00:50:36.159 --> 00:50:40.599 three of us will save you money. And I don't 00:50:40.599 --> 00:50:42.440 even understand how you come into the industry 00:50:42.440 --> 00:50:44.579 without having someone that's gonna be able to 00:50:44.579 --> 00:50:48.139 guide you. You cannot ask ChatGPT to help you 00:50:48.139 --> 00:50:51.300 on this because it doesn't have the insight, 00:50:51.300 --> 00:50:54.599 knowledge that we have. So if you are really 00:50:54.599 --> 00:50:56.380 thinking of coming into the industry, this is 00:50:56.380 --> 00:50:59.440 a taste of what it will be like working with 00:50:59.440 --> 00:51:03.380 us, because you have to really have all of this 00:51:03.380 --> 00:51:05.699 in front of you to understand. Otherwise, yeah, 00:51:05.699 --> 00:51:07.099 you might as well spend your money. It's kind 00:51:07.099 --> 00:51:09.599 of like a kid when I think about it. Someone's 00:51:09.599 --> 00:51:11.159 saying, I'm going to place Facebook ads. And 00:51:11.159 --> 00:51:13.480 I'm always like, if you want to do Facebook ads, 00:51:14.420 --> 00:51:16.460 why not just take the money and put it down the 00:51:16.460 --> 00:51:17.920 toilet? Because you're going to flush it. If 00:51:17.920 --> 00:51:19.960 you don't know what you're doing, you're spending 00:51:19.960 --> 00:51:22.309 it wrong. It's the same thing. You got that's 00:51:22.309 --> 00:51:25.869 why the wisdom and the education and the experience 00:51:25.869 --> 00:51:29.969 We we I just made that up, but I love that wisdom 00:51:29.969 --> 00:51:33.869 education experience nice We you need you need 00:51:33.869 --> 00:51:36.469 we otherwise what's gonna happen? Yeah, i'll 00:51:36.469 --> 00:51:37.869 go with that. That's good That'll be the show 00:51:37.869 --> 00:51:40.769 notes actually just want to say lisa is an amazing 00:51:40.769 --> 00:51:43.570 host Everything that everything that lisa was 00:51:43.570 --> 00:51:47.210 saying will be in the show notes. Uh lisa we 00:51:47.210 --> 00:51:49.929 can even maybe um have off of the website, your 00:51:49.929 --> 00:51:53.289 website, like something that will have like that, 00:51:53.349 --> 00:51:54.730 what you're talking about. I almost could see 00:51:54.730 --> 00:51:58.650 like a checklist. So you have adding to it. So 00:51:58.650 --> 00:52:01.489 thank you. This was fantastic. I think this one 00:52:01.489 --> 00:52:04.730 will be a two -parter and I can't wait to re 00:52:04.730 --> 00:52:08.489 -listen to it. Excellent. So it's the promo playbook. 00:52:08.610 --> 00:52:11.190 You can find us on LinkedIn. We're so grateful 00:52:11.190 --> 00:52:13.929 to have you as a listener today. We're dedicated 00:52:13.929 --> 00:52:17.039 to helping you succeed. So tune in for the next 00:52:17.039 --> 00:52:22.260 episode and have a great week. Thanks for tuning 00:52:22.260 --> 00:52:25.480 into the promo playbook. If you found value in 00:52:25.480 --> 00:52:28.300 today's episode, be sure to subscribe and leave 00:52:28.300 --> 00:52:31.539 us a review. Got a topic you'd love us to cover? 00:52:31.940 --> 00:52:33.860 Connect with us on LinkedIn. We want to hear 00:52:33.860 --> 00:52:38.679 from you. Until next time, stay smart, stay strategic, 00:52:38.900 --> 00:52:40.960 and keep growing your supplier success.