Public Trade Exhibitions

[John Jupp]

I'm about to launch an adult site with my own products for the bdsm market and I'm considering launching at Erotica at Earls Court this November.

Trade costs for exhibiting during the four days are reasonable (just under £700 for a small stall). Rather than bring along about £50,000 worth of retail goods I've decided to bring just samples which will be presented with a lifesize backdrop of the models (wearing the items) who model them for the photoshoots I've arranged, plus simple pricelists, catalogs and order forms. I may also include the models among the staff attending the stall.

The intent is to offer an order now pay later option to the general public with customers only paying later when we get back to them to confirm the orders they left at the trade fair. This assists us with production times and cuts down our operating costs considerably. Customers who instead go direct to the website will have to pay immediately but get priority on delivery.

All the products are handmade and we have factored the production times involved hence the need to give the card paying customers first service. In addition the customers will be able to talk to the chief production manager; a Master Saddlemaker, who will be arriving from France for the four day show. Customers can then order off catalog for special one off products to their own design. The reason for offering this is it can then later give us a larger product base of leather goods for the following year.

Our aim is the promotion of the website and products on it and with over 100,000 people attending we expect a reasonable order rate. Even allowing for cancellations we hope to generate excellent sales. Judging by how others have performed there it really is down to the sales pitch and exhibiting there is a make or break for this venture as the exposure will be huge and any negative view could demolish the venture before it even starts.

I am after advice for the presentation and display and I would really appreciate advice from anyone who has ever conducted a trade exhibition. I've done a couple but not for this type of market.

Also I want your views on whether it is better (as I believe) NOT to accept payment at the trade fair simply because we are not selling there and then...only displaying samples and it would be better to chase up the leads after the fair to confirm the orders and then obtain payment at the time of production itself. Obviously it's good to get customers to order off the site but how many people attending a fair then forget to visit the website? Loads. Hence the decision to accept orders without payment at the trade fair and only take payment later when confirmation is validated by presentation of the money.

Comments?

[justhomdotcom]

I can't comment on the BDSM or other erotica trade (although I have always fancied going to the erotica show), BUT i've been to the Harrogate Lingerie exhibition for many years.

How big is your stall, at Harrogate i've seen some pretty small ones that were able to provide a mini catwalk (and im talking only about 6-8ft) , if you can get that, a couple of smoke machines and some lighting it would improve the look no end.

Regarding orders, I would say you were correct that its NOT a good idea to take payments at the show, from what I have seen the standard practice is just to agree prices, take the orders, meet and talk to potential customers and then sort out payment once orders have been confirmed as you may want to perform some checks on your potential customers.

believe me you will spend most of your time talking to people (and if you can grab any of the press then go for it) also make sure you have plenty of drinks on hand for both yourselves and people looking around your stall as it cant get very hot plus if someone has a glass of wine in their hand they are more likely to hang around and look more.

[John Jupp]

The stall size is indeed 6-8ft and I have been considering the models from the photoshoots also attending to model some of the items. As nudity is permitted at Erotica the models will either be nude or semi-nude wearing the samples.

Drinks are a good idea but I believe that alcohol is only permitted in designated areas so all we can offer is bottled water or fruit juices. I'd have to check on their H&S for smoke machines (they do use them in the hall for the show by TortureGarden) and lighting.

[John Jupp]

Well I've booked the stall and I've got the Master Saddlemaker flying over for the show in order to offer one off products to customer specs and the models arranged and the drinks and the lighting and the music but we're not going to do a standard catwalk style demo as I can't justify the expenditure for this year. Maybe next year if this first step goes well.

I've been told I can provide Mud Wrestling if I want but the public can't get to grapple with the wrestlers because of Westminster Council licensing requirements.

Shame that as I could have charged the punters a tenner a 3 minute round. So perhaps next year I'll set up Mud Wrestling entertainment to draw in the crowds to the stand.