01.26.08
Trade Show Talk
Last year’s Kentucky Crafted Trade Show aisle. See Anna’s EsSCENTials corner booth on the right.
I thought it might be time to discuss the issue of trade shows and trade show booths. I’ve done the Kentucky Crafted Trade Show (this year March 6-9) in Louisville for about five years. It’s been a great experience, I’ve made friends and learned a lot, and it’s enabled me to broaden my business to quality outlets.
BUT … I have never been pleased with the look of my booth. I think it’s hard to design an aesthetically pleasing and functional booth! Maybe others out there have struggled with the same problem. I’d have to say mine gets better each year with the addition of some new element (last year a fountain), but overall, I know it’s just not as good as I’d like.
Sun, Sea, Sand and Soap
My initial thought was to pull on a tropical theme for the booth design. I like anything tropical, so that was easy. And there seems to be an easy tie-in with soap products as well.
Many soapmakers design around the old-fashioned, down-home, hand-made concept, and that is very valid. I’ve seen some dynamite booths with washtubs, barn lumber, etc. But often these soapmakers have partners to help them build these “sets,” and I am fresh out of one of those. Whatever gets built, I will do it myself.
The other issue is hauling all this stuff to the show. It’s heavy, space-consuming, and when you’re exhausted and ready to go home, it’s usually painfully slow to disassemble.
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Other Ideas
Another, growing theme for a trade show booth appears to be an “upscale” version, focusing on cosmetics rather than soap, although the soap will be in there somewhere. There is much more potential markup on creams, scrubs, lotions and the like — even more if you want to sell the “complete package” and all the marketing that goes with it.
I understand the desire to be profitable in your business, and just because I don’t spend much time focusing on that part of the business doesn’t mean I wouldn’t like to have it happen. However, I have to say I inevitably grit my teeth and frown when I take a close look at products coming from these environments. Using the guise of health and “green,” I’ve found they lack the quality I feel they could and should have. Packaging, though — they’ve got that down in spades (to make up for ingredients I guess). I’m sorry to be so negative, but it’s gotten so when I see really nice, professional packaging, I almost shudder. I’m quick to say that “packaging is everything,” but it still hurts to see so many women buying into the look rather than the quality.
This Year’s Design
However, back to the main theme of this post.
I’m about to design this year’s booth, and with the help of the Kentucky Platinum 10 Project group I’ve been working with all year, I’m actually excited about it for the first time ever.
After another of my diatribes about soap ingredients at a recent meeting — what each is good for and why others are not so good — they suggested I use the label, “Soap Doctor.” Well, my first reaction was about all the things I do NOT know. I’ve been at this for nearly a decade and have learned a great deal from my experience, that of other soapmakers, a library of good literature, seminars, conferences, and professional associations to which I’ve belonged. Even still, the more you learn, the more you want to learn.
My second reaction to the title, “Soap Doctor,” however, was very positive. In a nutshell, it differentiates me from a whole bunch of others. I just hope it isn’t too pretentious or doesn’t promise too much. But at last weekend’s Whole Foods Market health fair I turned up with a sign proclaiming “The Soap Doctor Is In!” A couple of people stopped to talk and laugh about it. I was pleased.
Last year’s booth — colorful but too unfocused I think now.
The second good idea the group offered, after looking at photos of last year’s booth, was to do the whole thing in black so the products and people (me and my helpers) in the booth stand out. I did not realize, but fire-retardant fabric is available, evidently made for the theater. I found a source and came home with a bunch of it. The next step is to make backdrops and probably table coverings.
I intend to keep a number of props from last year’s booth. I have found people actually come looking for me year after year, and having something recognizable besides the name does help. The other thing I’ve done is pay extra for a corner booth. I think it is a worthwhile extravagance.
These are my ideas so far. If anyone else has experiences to contribute, please do so. I’m still not happy with shelving I have (the need to get things up off the table but not topple over at the wrong time) and other details. In the meantime, happy trade show-ing to everybody.
Sharon