I truly believe that trade shows are one of your best marketing tools — otherwise, I wouldn’t work with the trade show producers that I work with — but you’ve got to work them. And work them hard.
That means pre- and post-show mailings and calls and a lot of good salesmanship during the show.
The JA NY Show has had quite the turn around in recent years due to a dramatic redesign and a modern marketing campaign. Retailers have been impressed and they’re coming back to the show in stronger numbers than recent years. Especially for the Winter show.
I was just reviewing the registration list from last year and I’m thrilled to see buyers from big retailers like Amazon.com, Neiman Marcus and HauteLook and from more design-centric independants, too. I love seeing boutique retailers Catbird (Brooklyn), Anatra Jewels (Nashville), Claudia (Cape Cod), Cotton Club (Houston), Dandelion (Philadelphia), Jennifer Miller (NYC), Lori McLean Ltd. (NYC) and Judith Ann Jewels (Houston) along with larger independants like Clarkes of Shreveport, Desires by Mikolay (Chappaqua, NY), G. Thrapp (Indianapolis), Greenwich Jewelers (NYC), Hamilton Jewelers (multiple locations in NJ), Lee Michaels (Baton Rouge), Lido Jewelers (San Juan), London Jewelers (NY), Mann’s Jewelers (Rochester), Mednikow Jewelers (Memphis) and Pageo (Boston) to name just a few.
These are stores that most designers should be targeting — and here’s where you can make appointments to hopefully meet them all.
March is a great time of year to set up your Spring sales and I’m all about setting up your sales every season. Call me if you want to chat about it. I love talking about trade shows!