Welcome to the Promo Playbook, the podcast where
suppliers come to win in the promotional products
industry. We're your hosts, Lisa Faustic and
Adrienne Barker, bringing you insider insights,
expert strategies, and no fluff advice to help
suppliers navigate the promo channel like pros.
From marketing to distributors to mastering software
onboarding, we cover it all. Whether you're new
to the industry or ready to scale up, this is
your playbook for success. Let's get started.
Hey everybody, welcome back to the promo playbook.
We're so excited today to announce that we've
had 101 downloads so far of our podcast. And
as Adrienne labeled it, 101 Dalmatians. So super
exciting for us. We do want to remind folks to
also subscribe. So if you're downloading, we'd
love it if you'd subscribe. You can find those
links on the promo playbook LinkedIn page. So
thank you everybody for those downloads. We really
appreciate you. Today, we're going to dive into
a little bit of an advanced topic of attending
shows. And why we want to talk about this today
is sometimes we realize that new brands jump
on the shows out of the gate. and may not realize
the expense or what those shows really mean.
So Adrian and Kim are here with me and I want
to sort of set the framework of there's so many
shows in the industry. This month alone, in New
England alone, there's over 12 shows happening.
So what types of shows happen in the industry?
I'm going to give you that. sort of family tree
of the types of shows, and then we'll dive in
with our co -hosts on pros and cons. There's
the big show, which we all call the PPAI Expo,
and that happens in January, and that's hosted
by PPAI. Also, ASI hosts a number of shows throughout
the year. So those are the big main organizations
that hold shows. Then under that you have regional
organizations that can hold anywhere from two
to six shows a year. And then alongside that,
you have all the nationals and buying groups
that hold their own shows, and that can be multiple
times a year. Those are also broken down regionally
as well as nationally. And then you have individual
distributors that hold their own shows. which
can often be end user shows. And that's where
they invite their clients to come in and meet
with suppliers. Another layer in amongst all
those shows is multi -line rep group shows. A
lot of those folks put together their own shows.
Sometimes they're tailgates. Sometimes they're
around an event at a stadium. They can really
range across the board from suite meetings in
hotels to bigger organized events where they're
either outdoors, under a tent, things like that.
So shows really range in the industry from tens
of thousands of attendees like PPAI down to maybe
50 or 100 attendees for an end user client show.
So I think what I'd like to start with, Kim,
I'm going to lob this over to you. As a national
retail brand, and I know you're connected with
Gemline, but maybe even before your Gemline alliance,
what did you know about shows in the beginning?
No, that's a great question. I love this topic
because as a retail brand, we think show, you
think shows, you think of Atlanta market, you
think of Vegas, like that's where you go twice
a year. It's your big hurrah, right? You're displaying
all of your portfolio and you have to be there.
your reps are there, it's the time you get to
meet face to face. And it's not that it's dissimilar
on the promo side, but it's a very different
environment. On the retail side, it's so expensive.
I mean, you're talking 20, 30, $40 ,000 for your
showroom, for your space. So if you're jumping
into promo, you think, oh my gosh, it's only
3 ,500 for this show. It's only 500 for this
show. 5 ,000. This is nothing. This is so easy.
I'm going to be everywhere. And so it's easy
to fall into the, oh my god, it's so cheap. How
can I not go? Except in fact, you're not always
benefiting your brand by going to all the shows,
jumping in and spending the money. If you're
not prepared, you don't know what the end game
is out of it. But more importantly, you don't
know how to follow up afterward. So even though
it's cheaper, per se, it's a lot easier to throw
that money out the window and not receive the
bang for the buck than it is with the same mindset
when you go into a retail trade show. Awesome.
Thank you for that insight. Adrienne, I know
you have some budding brands under your umbrella.
What is it like for them? Tell me what you sort
of how you guide them and maybe what they've
done before they met you. Thank you so much.
So yeah, absolutely. And once I find out exactly
where they're standing, the first thing that
we did with one of my clients is have them walk
a show and not just pay to be attendee. Walk
the show, look around, grab some of your competitor's
supplier catalogs. What did I just say that?
Yes, grab some other catalogs. You're new in
the industry. You got to learn just like everyone
else. See how they're setting it up. Go to the
booth. It's okay to ask questions too. Like I
think that's really important that to jump in
and not do that seems a little crazy to me. Now,
if you're a really big company and you understand
it, but if you're new to the industry, you got
to attend the show first. That's the first thing
I recommend. The second thing I recommend is
you put your budget together first. So because
the budget is even if you're like, well, I don't
know any of the expenses. I don't have an idea
It doesn't really matter you you got to get your
expenses from ASI or PBI the cost of the show
the cost of the booth Yes, you need carpet. Okay.
Yes to the carpet. You want to make sure it's
comfortable a lot of the bigger Shows like Kim
was talking about, you know, it's great to have
a show But you really want to have these one
-on -one meetings what we've learned as distributors
is that the suppliers really can make that contact
and really have that relationship built because
at the end of the day, if you're not building
relationships in the industry, you're going to
fail because it's not just selling. It's not
just a transaction. And so the relationship can
be over breakfast, lunch or dinner. So like,
you know, having do you want to have a booth
at your table where you actually have meeting
spaces where people can sit down? Because I will
tell you that a lot of us are feet her. And when
we get to a supplier's booth. I'm going to pay
more attention to you if you have a seat for
me. That's just how it is, especially if it's
at the end of the day or my feet are hurting.
I don't wear high heels, people. OK. And then
so so that part is really important. But if you
don't look at your expenses and your budget and
then even afterwards to look at what you spend
compared to what you thought you were going to
spend and then be prepared for the next year,
I think that that's too easy to skip. I just
want to say that because I want to put this in
the air because one of the things I fight for
is feedback from the first trade show that you
go to. When you're new and you're going to trade
shows, you want to immediately after that show,
sit down and swat it out. and make sure that
you know what was the strength of weakness and
what were the opportunities what are the threats
how are you following up how are you taking the
leads was it worth your time and money what would
you do differently next year and if you don't
do that because you're so busy and wrapped up
that's like working on your business same thing
for working on a trade show take it seriously
because it could be a risk too if you're not
doing it correctly Great. That's a lot of insights
to unpack, Adrienne. Thank you so much. So I
want to spin some of your comments out a little
bit, and I'm going to couch it in the big show
conversation for now. So the big shows are important.
As Adrienne said, what's your budget? And when
you go to the show, how are you going to stand
out? And when you sign up for a PPAI show or
an ASI show, there's lots of ways you can spend
your money. You can sponsor things. You can be
in the new product pavilion. All those kinds
of opportunities. I would counsel at your first
show, maybe not jump into all of those things.
Look at the first show as an introduction of
your brand to the industry and set your expectations
about what can happen from a promotional product
show. I know in the retail space I've heard from
a lot of my brands that they expect to write
orders actually at the shows they attend. Very
different in promo. You will not write orders
in your booth. Really, your goal is to convert
distributors into coming to your brand for a
particular product over an established brand
that may already be in the industry. So to Adrian's
point, I really want to highlight that you're
building relationships. So show up in your booth
professionally. Prepare to engage with people
walking by. Welcome them into your booth. Draw
them in. There's also a number of events that
happen around these industry shows. I love the
I promote you a woman's view. That's free to
all women who attend the show. But would you
know about that as a new supplier? Probably not.
So try to network. Follow people on LinkedIn.
Work with us, the promo playbook, to understand
the layers under a particular show. And I do
want to mention, too, sign up for the scanning
tool. Because if you decide just to accept cards
in your booth, it's really a labor of love then
to enter all that data, even with the technology
of the scanners and the different ways you can
build your database. I found over the years the
most efficient way to do it is with the scanning
tool that's being offered with the show. So I
think I'll take a pause there. Additional comments
about the big shows, Kim, that you've attended,
PPAI and ASI. Yeah, so I agree with pretty much
everything all of you said. But to circle back
on the order show, that is also a very different
mindset when you're moving from retail to promo,
right? The expectation when you go to a retail
show is that you're going to sell orders literally
at the show that will cover, if not, hopefully
exceed whatever that expense is. And it's a very
different selling. because really you're not
writing orders, but you are more selling your
brand, selling the opportunity, telling a story.
All the layers that get people excited about
you, that displaces maybe to your point a competitor
that's already in the space, get them energized
about it. And really that follow up is really
the bread and butter. Because they're not looking
unlike a retailer if they're going into your
shop you're going into their your showroom They
know they're going to buy They're there to buy
drinkware. They're here to go to buy corksicle.
They're there to buy rifle paper You know, whatever
that product is here They're not necessarily
in the market or have a need for your product
yet But when they do you want to be top of mind?
So the follow -up? and that messaging at the
show really has to be critical. And I think if
you are sort of a retail brand jumping in, there
are nuances you wouldn't think about. And to
your point, we can help with that to really fine
tune what that messaging would be, how to even
display your products, what stories to tell,
what themes to tell, what samples to hand out,
right? Like everybody loves samples, but you
don't have to give them to everybody. be selective,
and then how to take advantage of not only those
paid opportunities, but if you're networking
pre -show, what things can you do to Adrian's
point, taking them to lunch, dinner, everywhere
in between? Do you get a suite that you just
sort of bring people in to have a quiet space?
All of those different layers, which is very
different than what you might traditionally think
of on the retail side. Cool, cool. So before
I send it back over to you, Adrian, for our listeners,
I want to just go over a show checklist, kind
of bringing in the comments that we've heard
so far. Samples are important. Are you going
to give them away in your booth? And if you do,
how are you going to label those samples and
who are you going to give them to? How will you
draw people to your booth? Will you have a comfort
aspect to Adrian's point? Will you have a seating
area? Will you have waters to give out? Will
you have chocolates or a snack? Those are all
expenses that you might not think about. And
you have to go out and buy those at Costco or
BJ's or someplace close to the venue if you haven't
shipped them in with your drayage that's going
to be set up for the booth. So those are some
details to think about that folks forget about.
And also have some snacks for your, if it's yourself,
you're a solo person, make sure you have snacks
in your booth. What is your pricing display going
to be like? Are you going to have your published
distributor pricing in the booth? What's your
code on? How well do you know your products?
Make sure you're prepared to talk about them.
Don't be hungover in Vegas. If you decide to
go out and whoop it up the night before, which
is a danger of the show in Vegas. So be alert
when you're in the booth the next day. Take care
of yourself. Be ready to meet and greet people.
Be up. Smile. Don't forget to smile. That's super
important. So Adrian mentioned catalogs. We don't
really see catalogs so much at the shows anymore.
A lot of folks will come as an attendee with
their phone. So I love Adrian's advice, walk
a show yourself before you sign up for one. Take
your phone, take pictures, remember what you
looked at, what you saw that you thought was
a good booth setup. How was the lighting? Do
you want electricity in your booth? That's another
point on your checklist. So just a quick recap,
show checklist, samples, a giveaway. How are
you going to manage your pricing? Who is in the
booth? What's your comfort factor in the booth?
And how will you draw people into the booth?
Follow -up is key, Kim. And we can't say that
enough during this segment. That follow -up is
really important. So, Adrienne, before we move
on to other types of shows, oh, wait, I'm sorry.
I have one more thing to say. When you think
about booking folks for lunch or dinner, It's
important for me to share that many of the top
level folks will already be booked. They're already
booked now with the top 40 suppliers or with
their own organizations because it's often an
opportunity for them to bring their remote teams
together. to celebrate wins, to have some training,
or just to get to know each other and have social
time together. So for newer suppliers, I think
it's harder to snag those one -on -one meetings,
but that doesn't mean you shouldn't try. And
so over to you, Adrienne. And also, would you
mind, if you have experience with this, talking
about a supplier who books a suite at a PPAI
or an ASI. versus a supplier that has a booth
or suppliers that do both. Awesome. Okay, so
a couple of things I want to say. Make sure that
your booth has people in it that are working
because there's nothing, as a distributor, you're
walking a show, you're like, oh great, I'm here
at Cubicle, I'm so excited to be here. I would
like to, sure maybe, is Kim here? No, Kim is
not here. Of course that makes sense. Oh, okay.
Who could show me some of your products? I'm
looking for blah, blah, blah. And I would love
to see XXX. Oh, they just went to lunch. They'll
be back in 30 minutes. Do you know, I probably
won't be backtracking. That is a lot to ask a
distributor. So a couple of things that I recommend
is make sure you have a schedule. Make sure you
have a rally meeting before the trade show starts.
Get everyone together. I like to do something
a little different. I like to give everyone a
bat. I like to have the people working in the
booth, they have a bag and inside that bag are
their business cards, are some samples that they're
gonna show, are any flyers that they have, any
special coupons, like whatever you have because
that's another thing. Can you wait right here
and then the person is under every table trying
to put it all together? Have a bag. That is just
a nice thing to do. I like to carry everything.
As women, we can carry whatever else we need.
So I think you have it prepared. And then, you
know, right before the meeting, before the event,
you give everyone the bag. It could have Kleenex
in it, too, by the way. And like whatever you
feel during those eight hours of standing that
someone could use, they could get extras. OK,
can we talk about the rainmakers, the complainers
and the takers? Sure. Yeah. Rainmakers, the rainmakers.
So for my client, I know that he's very uh got
a lot of uh charisma and so when people meet
them they're gonna like him right away if he's
not at the booth then maybe someone else is there
that's not representing him so for those that
if you're a smaller newer supplier coming into
the industry as the owner or high level you want
to be there that's that's your face there's you
know we have talked about branding of your company
we also want to brand you as being authoritative
you know what you're talking about your high
level that means You have to get a good night's
sleep. Do not go out Be rested because those
rainmakers you want to connect with them and
there's nothing worse than wait You mean the
president of this distributor just came by and
I wasn't there to tell them to come back Oh,
yeah. Yeah, we asked to come back No, and by
the way, if you're leaving your booth and you're
going to have lunch Make sure you write it down.
Don't just tell tell Lisa. Oh, I'm leaving Because
Lisa's not going to remember what you left. And
then when someone's going to come over and say,
hey, when's Adrienne coming back? Lisa's going
to be like, oh, I don't know. I remember her
leaving, but not sure when. Take a little piece
of paper. Adrienne left at 1230. We'll be back
for 130. Here's my cell phone. We all should
have each other's cell phone. But I think things
like that are something important to know. That
way, you're there for the rainmakers. Then we
got the takers. They're the ones that are going
to come by and they may be, they may actually
say to you, Oh, I got a granddaughter that wants
five of those items. Can I have it? That's crazy.
Um, but at least they're being honest. So I love
that part of it. Uh, you'll have to, they go
like this. It's a, it's an arm movement and it
goes right like there and it can swoop your whole
table when you're not looking. You have to have
someone watching your table. Even if you say
don't, don't touch anything, they will take it
right. And then you have, this is the one I feel
bad for the complainers. Oh that they really
messed me up and oh my god, I got so many problems
and all my clients are complaining Yeah, I know
i'll go to the show. That's where i'll talk to
them Know that that's a risk so when you're looking
at your pre -planning and the booth and all the
different things I i'm into the whole swat right
now because I have a summit coming up swat in
order but But those are the things to talk about
because you got to learn I how many of you have
seen this happen, right? The complainer goes
up and everyone can hear And I'm like, oh my
God, why are you not just saying, hey, let's
walk away or let's get a cup of coffee. Get them
out of your booth. Don't let other people hear
it. Don't try to criticize them for coming to
your booth and complaining because it's too late
at that point. And so, you know, and once someone
complains, you want to have this, hey, hey, Lisa,
my God, I'm so upset with this order. And Lisa
will say, you know what? Thank you so much. Actually,
Sally is here and she's handling any issues that
come up. Like, you know, however you want to
say, you don't want people to know you've got
issues, but you could say, Sally, Sally would
like to speak to you, whatever that looks like.
Be prepared as Lion King says, be prepared. I
think that's really important that we have that.
And then if you're going to do a suite, first
of all, make sure a big enough company because
it's going to cost you an arm, a leg and probably
an astral. So make sure you are are large enough
that you can that you have enough staff to even
take them away from those, even if you're doing
first thing in the morning, because I see that
happen too. You're at a breakfast at a suite
and all of a sudden it's like quarter of 10 and
they all leave. And I'm like, well, have double
staff. You have to do it. You can't have like
all of a sudden they leave. And it's a lot to
ask someone. So breakfast is a little easier.
You don't want to have it at a different hotel.
If everyone's going to be at the Mandalay Bay,
you better have that suite at the Mandalay Bay.
Because taking people outside. Even if it's lunch
at the Hard Rock, it's hard to leave a show,
right? Like we are like, let's just work its
way through and go. So I think that you have
to be at a certain level to do these suites and
to do it. Now, what I would not recommend, I'm
just going to say this out loud. I don't think
and I have a question for both of you. I don't
think it's that smart to not attend the show,
but have a suite that goes to your ethical. Way
of you're doing business like that. Obviously
nobody wants you to do that. It won't make you
look good It's not like oh what a smart thing
to do. How savvy don't go the show and have a
sweet No, you'll get the opposite of that now
my big burning question For you guys is this
I'm on the edge of my seat Adrian, but you're
new you're new and you've got two choices You
can go into the new exhibitor area that they
have. I'm not talking about providing product,
but the new area where when you go to a show
and you're a distributor and you're like, oh,
I want to see what's new. If you're a savvy,
smart distributor that likes to look at new suppliers
because you want to do the best for your client
and the best way to help your client is to get
knowledge from the new suppliers, you then probably
will go right over to the new exhibit because
you want to catch all those suppliers. If you're
a new supplier and you're like, oh, I'm going
to put myself right next to a company that is
doing a lot of business, I don't know. So my
question to you, is it better to be a small fish
in that bigger pond of already great suppliers
out there and you're paying more to be next to
them? Or is it smarter to be the big fish in
the smaller part and be in the exhibitor area
where people will come to you? That is my question.
That's a good question. That's a tough one for
first thing on a Friday morning. My goodness,
I'm going to have to get another cup of coffee
to answer that one. Well, I think I can jump
in on that. For me, I think being part of the
new product pavilion, if you can get in, is a
great way to start. And I know that PPAI has
rules that you can only be in there once, first
time exhibitor. So for me, for someone like some
of my brands that can afford it, I think it's
important to be in the new product space. Distributors
are at the show looking for new products to present
to clients. So for me, that's a real edge. I
don't have the data to support that, though.
I'd love to do some more research with PPAI if
they would share that. Do they find that people
in the new product pavilion get more scans? We
haven't talked about regional shows yet, but
at the regional shows there's always a new product
area like a table or a display for very little
money, $25. Those I think are kind of a, you
should always do those. It's a very small investment
and they're often at the front of the show. So
I think that's a good investment, but for the
bigger shows, it's expensive, can be more expensive.
and hard to get into that new product area. So
Kim, what do you think? I agree. I mean, you
know, I would like to dig in and get more data
on that because I literally sit 50 -50. There's
a lot of value in being in that new area. But
as a brand, I also want to really rub shoulders.
with a bigger brand, maybe bring me along. So
I think that's a really great question. I would
like you evaluate other opportunities at the
show too, right? So if it's $25, $50, even a
hundred bucks, whatever that dollar value is
that's reasonable to put your product, just the
physical product and not our booth and a new
product section or another way to leverage it.
sort of being able to do both things might work
out, but that's a great question. And I also
think it would depend on the show, right? With
a PVAI where it's so big, I probably would opt
to be in a smaller section where there's more
of a spotlight for fear that I might get lost
sort of in the mix. But if you are at a smaller
regional show, being... where you might get the
most flow of people because they are more intimate,
right? So you might say, well, why not be at
PPI if you get more flow of people, but that's
like you're gonna have a fire hose, right? And
so even if you have your booth fully staffed,
you won't necessarily get the one -on -one conversations
like you would at a regional show. So to be able
to leverage the bigger brand at a smaller show,
where you might attract more distributors at
a more manageable level, that might be a bigger
bang than being part of the total chaos at like
a PPAI. So the smaller section might make it
more manageable, allow you to make more relationships,
like all the things that we want you to be able
to do. So I look at it at a couple of different
ways. And then it's always nice to know who's
next to you too. Right? Like, make friends with
them. You know, see what they have. It's a great
way to leverage networks. You might have a complimentary
brand and, wow, there could be a great partnership.
I've got, you know, I may be next to a food brand
and I've got drinkware and, hey, we could actually
put together a partnership or, you know, whatever
that looks like too. So great insight, Kim. Thanks
so much. I love the idea of that you have to
analyze each show that you're attending. Look
at your budget and see what makes sense. And
so let's wrap up the big national shows like
ASI and PPAI so we can do a little bit deeper
dive into the regionals. And then, you know,
we have a whole other list of types of shows.
I do want to say with any show you attend, To
back up Adrian and Kim, get to know your neighbors
at the show. Walk the show yourself if you can.
Look at the exhibitor list. Highlight key people
you want to see at the show. And work with your
booth mates if you're lucky enough to have them.
Now, I know a lot of smaller suppliers won't
have booth mates. So, you know, you have to make
your decision based on what you have available.
I do want to talk a little bit about what to
do in your office back at home when you're at
a show. It's important not to tell your current
customers, hey, we can't get back to you. We're
going to be at a show. You want your current
customers to feel valued, recognized, and taken
care of while you're away. I can't tell you how
many times I've heard that. I can't get, you
know, we're going to be delayed because we're
at a show. Really pay attention to that. I know
it's hard when you have a small team. And to
wrap up the idea of new product pavilion, I do
know when I was leading distributor sales teams,
we did make it mandatory that the team attend
the new product pavilion. So just sharing that
for those major shows, I wanna segue into regionals.
So I'm gonna turn that over Adrian to you first,
and then I'll... point that over to Ken. So tell
us about regionals. So regionals are very important
for a supplier. I am a real believer. I wrote
an article, I think, a couple years ago regarding
being part of your regional. The distributors
are going to be part of it. We want the suppliers
to be part of it. Very, very important. So if
you are having. So if you're a supplier, first
of all, the cost is so minimal, it could be.
the least expensive thing you joined right can't
like when you think about it. Yeah I mean at
the most it's like a hundred and fifty dollars
a year correct me if I'm wrong guys but. It's
not gonna be that expensive. And the meetings
are important. So I know I've been a member of
NEPA before. I love Gold Coast. So, you know,
you go to the events, it's a great way to connect
outside. It's all about building the relationships.
Yes, you'll have a chance to do a workshop. Yes,
you can do, you know, you'll get the emails and
the contact information and you're gonna be put
in front of the local. distributors and the other
local suppliers which you want this industry
don't think like I'm never going to be to I'm
not going to become friends with any suppliers
like Kim said those relationships can really
help but there's always been Kim like I like
a fascination on retail like the regionals like
I love it and I'm so excited that I was able
to speak to I think seven regionals this year
on LinkedIn because that's like my specialty
so that was fantastic so join And then I have
to say this, everyone, if you join something,
you've got to be active too. It's not just like,
okay, I'm joined by, okay, good, I don't have
to worry about it for a year. You know what?
The glory is in the community building. So I
think that's why when we look at suppliers, you
want to have your brand strategist, your chief
marketing officer, whoever you want, you want
them to attend these regionals. You want them
to be the ear. What are distributors talking
about? What do they need? That's where they can
bring back that information and grow the supplier.
So those are some of my thoughts, Lisa, on regionals,
and they're fun too. And it's also a great place
to learn, right? I mean, when you're at those
large shows, I mean, you're just treading water,
right? You're trying to keep up, keep your booth,
got your people, keep your energy up, meet as
many people as you can. A regional, it's an opportunity
to actually have real conversations. outside
of just selling, you're able to understand trends,
you're able to pick up. But you know, if you're
friends with different suppliers, you have chat
groups, there's more about the industry and it
is changing every day. So whether you're brand
new or you've been in the industry for a while,
you're always going to learn because things are
always changing. And you find out there first,
right? You want to be on the leading edge of
it in helping to drive the agenda, rather than
be in the backseat and being pulled along. And
the regional associations and stuff, I think,
are the best way to do it. Awesome. Awesome feedback.
Thank you both. Yeah, Adrienne? I forgot to mention
a couple of things. The distributor end user
shows. For suppliers could be great another reason
why you really want to have a relationship with
as a supplier with your distributors because
those are doing end user shows that is like that's
like one step really above like the region because
now you're able to meet with with your clients.
distributors, end user. I mean, that is fantastic.
I think that you really, if you're a supplier
and that would interest you, you should let your
larger companies that are doing it say, hey,
I saw you have an end user show. I would be interested.
Don't wait for them to invite you. Be proactive
because end user shows work. That's where orders
are written up actually. Okay, Adrienne, thank
you so much for that. All that good stuff about
regionals for smaller suppliers, smaller boutique
suppliers, or larger retail brands who have a
small team, that's the way to build your brand
regionally in an affordable, effective way quickly.
So don't dismiss your regional over a national
organization participation. And when you have
a small team, you do have to be realistic about
what you can actually manage. So, you know, we
really want to plant the seed of a regional join
as a great way for so many relationships to develop.
And we mentioned education a couple times. We
didn't really touch on that with the big nationals,
but all the national shows and the regionals
offer education. It's um usually a day in advance
for the nationals so you as a small smaller supplier
or brand or team if you can get there for that
education that can be life -changing because
you don't know who you're sitting next to you
can build relationships it's the seekers the
learners the rainmakers who are attending these
educational segments the people who are passionate
about the industry who want to succeed they've
dedicated their time and their energy to show
up and be present and be experts in the industry
that we all love. So take a look at the education,
attend as much of it as you can when you can,
because you never know when that gold nugget
is going to be right in front of you and you
grow your professional knowledge. There is a
certification program through PPAI. Maybe we'll
even have a segment on education at another point.
So for regionals, We don't need to spend tons
and tons of time on those. However, you can find
out who your regionals are through PPAI. Get
on the mailing list. Join. They're usually very
affordable to join and participate. Show up.
Get known. The biggest way to build your brand
in promo is to build trust and be seen. You have
to remember that you are the livelihood of your
distributors. So they need to know and trust
your brand to give you their orders. So we still
have lots of other types of shows to talk about.
Let's go to end users and user shows now. So
those can be held by regionals. They can also
be held by individual distributor companies and
national organizations. That's where to Adrian,
to support Adrian's point, that's where actual
sales can happen. You may not actually write
the order, but you might be giving a quote, committing
to a sample. What I'd like to share about end
user shows is your pricing always has to be the
published sell price. You can't talk about net
prices at a distributor show. You want to have
samples ready. And oftentimes, a distributor
will ask you for many, many spec samples in advance
of the show. So that is an expense and a commitment
that I want everyone to be aware of that you
may need to think about being able to execute
when you sign up for an end user show. Adrienne,
did you have a comment? No, you're doing fantastic.
I'm enjoying listening to you. Lisa, that's a
good point on the samples because even with the
national distributor shows, a lot of them request
for a way to set yourself apart is to offer to
have three, four, 500 or more samples that go
to each of their reps. So that's a good point
that I don't think we talked about for sort of
that second, not the national, but even those
distributor shows in addition to the end user
show. Great point. When the entry point expense
might be smaller, like maybe it's $400 or $500
to exhibit at an end user show, you still have
to think about your bigger expense of the samples,
because that's really where your samples become
so effective, is when you have a sample in the
booth, maybe for each attendee, you definitely
need samples for each sales rep that's associated
with that. end user show and then the further
expense of supplying spec samples if that's in
most and end user client shows the reps like
to have spec samples to show their clients that
are attending. It's a way they can get a client
to come to the show because they're actually
going to get samples with their logo on it. So
there's layers there. Adrienne, you have your
hand up. I do. I do. I just thought I just realized
something. One of the things that you want to
do as a supplier is remember that you want to
really ask the distributor or the regional how
you want to present yourself. There are a lot
of end users where they are your partner. So
you're not going to wear your supplier badge.
You're not going to have your business cards.
You're going to be very careful. You are now
just being a partner to the distributor. So when
people ask, you are just Billy. With Burke, well,
Billy, with whatever company that is, you are
not with the supplier. So just a reminder, uh,
that you're going to have a totally different
mindset and you have to be respectful and you
have to keep it in your head. Cause if you turn
around and, and a distributor sees that you hand
in a business card, that could be a problem.
So, you know, that's, you know, we're always
happy to, to share more. That's why you just
can't jump into these things unless you really
have someone that understands the industry. OK,
just wanted to say that. Thanks. Great point,
Adrienne. And clients will ask you for your information
because they might want to try to buy direct.
But in the promo space, we don't do that. That's
frowned upon in the establishment. So make sure
that you're taking notes during this segment.
And end user shows are different than when you're
presenting to distributors. So I think we'll
wrap up. you know, these big national shows,
the regional shows, and move on to things like
EMEs, connects, facilitates, and even virtual
shows, which we haven't even really touched on
yet. And folks like Soapbox who have shows that
happen all the time that your distributor teams
can sign up for. So in addition to national and
regionals, there are groups like Facilitate or
Connects is related to ASI. There's Facilitates,
which is a private company that hosts events,
and then EMEs. Now these are events where distributors
and suppliers sign up for a three or four day
event at a resort. And it's very specific invitation
to the distributors and their representatives.
It's usually free for them to attend. And for
the suppliers, it's usually a four to $6 ,000
entry point amount to be at those shows. The
nationals also host shows like this. So this
can be a bigger expense layered into your already
heavy show rotation. So it really bears a pro
and con and SWOT analysis of whether you want
to attend and participate in these very focused
shows where it's invitation only. And most of
the time you're getting rainmakers there. These
are folks who do over a million in sales usually.
And there's a new player on the scene in that
space called Promocations, which I'm dying to
go on one of those. That's where it's a cruise
and you bring your supplier stuff on a cruise
with distributors who have signed up for that
cruise specifically to network with select suppliers.
So wow, the amount of opportunities can be overwhelming.
So thoughts on those types of shows, Adrienne
and Kim, I don't even know if you have experience
with those. So Kim, have you been exposed to
those through Gemline? So I'm familiar with what
they are, but myself have not attended because
we work through the supplier. So depending on
your promo strategy, if you are sort of teamed
up with a larger supplier, As you get more granular,
you don't get those opportunities as the brand
to be there. But I have, you know, I'm in the
booth with Gemline at PPAI. I have presented
at the large distributor like Halo in Staples.
I've done smaller regional with, you know. with
distributors and stuff like that. But then when
we get way down into some of those, we don't
participate as the brand. We do that through
Gemline. So Gemline's team goes. So Gemline's
a top 40 supplier for those listening. So top
40 suppliers almost always have a presence at
those types of shows because they have vast sales
teams. They have multi -line rep groups. They
have enough personnel to cover those shows. So
for smaller folks, you might get the phone call
being pitched on a facilitate, but can you really
handle it? Can you really show up and attend?
Adrienne, what are your thoughts on those shows?
So I have attended plenty of those shows. And
I have to say, first of all, I think that there's
many people that could write a book that would
start, the title would be I lost my job at blah,
blah, blah due to my drinking, due to my having
sex with someone. Like, I'm just gonna be honest
with you. Yes, that has happened. And I'm bringing
this up because it is something that suppliers
need to consider when you are bringing your staff
to any of these events, because first of all,
they're not easy. So the distributor, just so
you understand, the distributor has to attend,
otherwise they forfeit going for free and now
all of a sudden they're gonna be charged all
of it. On the other hand, they love to party.
So if you are bringing some of your supplier
reps and those that are, I'm gonna use a word,
I don't even, maybe it doesn't matter the age,
those that like to party, you could really actually
have an issue. I mean, there really is a... could
be a book out there because there's plenty of
people that go to these attends and it's like
a free for all because it almost feels like a
free for all for the distributor feels like it's
all inclusification because everything's paid
for and for the suppliers are like what's going
on you know and and the distributors will come
in they're going to be exhausted i mean it's
probably after the second meeting okay hired
right so You have to get so you have to be prepared
so some of the things I think and even for the
other shows Is have a budget have a good strong
mailing get them excited to attend Have them
talking about what their needs are have them
thinking What are my needs are before I even
sit in the suite for the time, right? like I
think that there's plenty of things that you
could do beforehand so that that meeting is really
a Strong meeting and you walk away with a sense
of like this is what the distributor needs This
is where I'm going to go because at the end of
the day have your list of questions scripted
out like we script out things you script out
What are you going to ask the distributor? What
do you know about the distributor? Oh, you were
just in you just got 20 20 25 You know greatest
place to work like know what you are looking
at develop that relationship Because that's going
to be the most important thing and the stay away
from the liquor. Okay, great So I love that insight
Do your own research on your attendees into your
booths? Super important too, this is where spec
samples come into play again. and also virtual
samples. So you will get a list of your attendees
clients before that show. So there is a lot of
pre -show work. So keep that in mind as well.
And also to Adrian's point, they're really focused
around fun. So you might be doing Olympics. You
might be doing karaoke. You might be playing
in a bocce tournament. You know, they try to
add the fun element to make it enjoyable and
yeah sit down with your team and say guys there
is a lot of partying going on at these events
that's a pro and a con be aware you know have
fun have a good time forge your relationships
but be responsible do the right thing and it'll
be a win -win for everybody i think what i i
feel about those shows is it is an expense it's
almost like a We talk about building the cake
a lot. It's a frosting element. You know, like
maybe you've established your brand for three
or four years and then you can invest in an event
like that where you're ready to take your brand
to the next level. But it is a fun, interesting,
unique way to get in front of folks. Just don't
be blinded by the sales tactics of the very capable
people who are trying to sell you these shows.
And that's no diss on those folks or these shows.
It's like any industry, be smart about your plan
and work your plan. So we'll go over now to some
virtual shows. So that's also layered here. Virtual
shows can take place through regionals, they
can take place through suppliers themselves,
often host virtual shows. It can be done through
Soapbox is almost a, I think it's a monthly virtual
show that distributors can attend. Promo Corner
does quarterly shows. So we can wrap up now.
There's also virtual shows in the industry. So
we're going to sort of wrap this up in a little
bit of a bow and say, that's an overview. We
gave you a lot of information today. We're super
excited about diving in deeper with any brand
that wants to pursue this conversation further.
Thank you for attending, and I'll give Kim and
Adrienne the chance to give some closing comments,
and then we'll see you next time. Kim? Yeah,
sure. I'll jump in. So I love this. This is a
topic that I think is so timely because we're
all thinking about PPAAI, the big show that's
happening in a couple months, but really for
brands that are used, you know, retail brands.
Brands that are used to going to your traditional
Atlanta market, Vegas, all of those. I do think
you easily get lured in with, oh, my God, it's
so cheap. Let's just go. And the expense is well
beyond that twenty five hundred dollar boost.
The prep is very different than when you're walking
into an Atlanta market or a showroom. And the
follow up, they'll both. opportunities have a
lot of follow up. I think it's very different.
You're not selling just your product. You're
really selling your brand, your story, and you
want it to last and make a lasting impression.
So for those who are like, God, it was so easy
and so cheap compared to the $20 ,000 I spent
here. It's so much beyond that. And I think if
you don't go into it that way, you might as well
just, you know, go gamble that $2 ,500 at the
closest casino rather than spending on the booth
because you're not going to get what you want
out of the show. Great insight, Kim. Thanks,
Adrienne. So Lisa and Kim, if I want to get,
you know, I don't know about you guys, but when
I, if I need dental work, I obviously go to the
local painter, don't you guys? Like, seriously,
I'm just going to plug. all of us as consultants,
because at the end of the day, this is where
having the knowledge and the wisdom from the
three of us will save you money. And I don't
even understand how you come into the industry
without having someone that's gonna be able to
guide you. You cannot ask ChatGPT to help you
on this because it doesn't have the insight,
knowledge that we have. So if you are really
thinking of coming into the industry, this is
a taste of what it will be like working with
us, because you have to really have all of this
in front of you to understand. Otherwise, yeah,
you might as well spend your money. It's kind
of like a kid when I think about it. Someone's
saying, I'm going to place Facebook ads. And
I'm always like, if you want to do Facebook ads,
why not just take the money and put it down the
toilet? Because you're going to flush it. If
you don't know what you're doing, you're spending
it wrong. It's the same thing. You got that's
why the wisdom and the education and the experience
We we I just made that up, but I love that wisdom
education experience nice We you need you need
we otherwise what's gonna happen? Yeah, i'll
go with that. That's good That'll be the show
notes actually just want to say lisa is an amazing
host Everything that everything that lisa was
saying will be in the show notes. Uh lisa we
can even maybe um have off of the website, your
website, like something that will have like that,
what you're talking about. I almost could see
like a checklist. So you have adding to it. So
thank you. This was fantastic. I think this one
will be a two -parter and I can't wait to re
-listen to it. Excellent. So it's the promo playbook.
You can find us on LinkedIn. We're so grateful
to have you as a listener today. We're dedicated
to helping you succeed. So tune in for the next
episode and have a great week. Thanks for tuning
into the promo playbook. If you found value in
today's episode, be sure to subscribe and leave
us a review. Got a topic you'd love us to cover?
Connect with us on LinkedIn. We want to hear
from you. Until next time, stay smart, stay strategic,
and keep growing your supplier success.