By Perry Reynolds, VP Marketing & Trade Development
Buyers and sellers making each other successful – that’s exactly what trade shows are supposed to do. And the International Home + Housewares Show has the perfect tool kit for exhibitors who want reach out to buyers. The Show’s Exhibitor Marketing Kit is mailed to all exhibitors in mid-November and is always available on line at www.housewares.org/marketing.
Here’s how you can use it to make your Show a ringing success.
The most valuable tool you have as an exhibitor is the list of buyers who registered for the 2010 Show. This list is available at NO CHARGE. Just visit the Buyers and News Media page ; enter your company ID number and seniority number and chose among the US Buyer, International Buyer and Media lists.
Customize Your Target List of Buyers – The buyer lists are in Excel, which is quick and easy to use, to sort and to make into a mail merge list. You will see the buyers name, title, address, phone number, fax number and several pieces of valuable demographic data including retail channel, job responsibility and a list of the products that buyer came to the Show to review and buy.
Free Buyer Invitation Postcards – You can easily fashion a comprehensive list of current and future business partners and use it to mail invitations to buyers. The Show offers buyer invitation postcards to you at no charge that allow you to add your booth number and a message.
Tell them Why You Are a Must-See Exhibitor – Don’t be shy. You have great product. Tell them about it. Send them a sample. Share success stories. Invite the merchandise manager or owner to stop at your booth to see how you can help them grow their sales.
REACH OUT TO BUYERS AT THE SHOW
You have a number of opportunities to drive potential customers to your booth. Most are FREE. Here are a few examples:
- Show Them That You Are Color Right – Submit a product for consideration in the Pantone ColorWatch display. FREE.
- Show Them You Are Environmentally Right – Submit a product for consideration in the Design Directions: Going Green display. FREE.
- Show them You Are Design Right – North Building exhibitors can ask to have our Design Finder Team visit them for consideration as a Design Defined honoree. FREE.
- Show Them You Are An Innovator – Submit your products to the New Product Showcases in each building where many buyers start their visit.
Maximize Your Presence in Housewares Connect 365
The Show’s year-round planning tool will handle over 200,000 buyer and media searches for the 2011 Show. Add photos, enhance your listing, communicate with buyers and add your brands and new products. Check bacl for more info on this and other tools to aid you in the near future!