Selecting the Right Licensor: How Engaged Licensors at Trade Shows Transform Licensee’s Deal-Making

In the vibrant halls of trade shows such as the #IFA2024 in Berlin (Sep. 6-10), licensors' presence often goes unnoticed amidst the spectacle. Yet their deliberate involvement is a distinguishing factor that sets a quality licensor apart in the industry, making them the preferred collaborator for licensees aiming to enhance their business.

This article unveils the transformative power of licensor support and how it catalyzes success in the competitive arena of trade shows.

Licensors' presence at trade shows, supporting their licensees on-site, offers multifaceted benefits essential for enhancing business outcomes and fostering profitable deals. This collaboration symbolizes a united front and amplifies the brand's influence and market penetration.

Below are detailed insights into why such support is beneficial and its direct impact on the licensee's business success:

1. Strengthening Relationships:

Why It Helps:

Licensors' direct involvement in trade shows underscores their commitment and support for their licensees.

This powerful solidarity strengthens the bond between the licensor and licensee, fostering a sense of partnership that transcends basic business transactions.

Business Impact:

Stronger relationships enhance trust and loyalty, which are critical for long-term collaborations.

Feeling supported, licensees are likely to be more committed and motivated, which will translate into more diligent efforts to promote the brand and close deals.

2. Market Insight:

Why It Helps:

Attending trade shows allows licensors to gain firsthand exposure to market trends, consumer behaviors, and competitive dynamics.

This proximity to the marketplace allows licensors to gather valuable insights to inform strategic decisions and adaptations.

Business Impact:

The strategic adjustments informed by these insights can directly enhance the market positioning of the licensee’s offerings, enabling them to be more responsive to market needs and preferences, thereby increasing sales potential.

3. Customer Feedback:

Why It Helps:

Interaction with end consumers and buyers at trade shows provides immediate and unfiltered feedback on the brand and its products.

This feedback is invaluable for fine-tuning marketing strategies and product offerings.

Business Impact:

By adjusting strategies and offerings based on customer feedback, licensees can improve product appeal and satisfaction, leading to increased sales and customer loyalty.

4. Enhanced Credibility and Visibility:

Why It Helps:

The licensor's presence alongside the licensee at trade shows boosts the credibility of the offerings.

It serves as an endorsement of the licensee’s products, enhancing their attractiveness to potential customers and partners.

Business Impact:

This increased credibility and visibility can attract more potential buyers and partners, leading to more deals and enhanced sales.

The perception of a strong, supportive partnership between licensor and licensee can significantly sway decision-makers looking for reliable business engagements.

5. Direct Support and Engagement:

Why It Helps:

Having the licensor on-site means having direct access to brand knowledge and decision-making, which facilitates quick responses to inquiries and challenges.

This immediate support can be crucial in navigating the fast-paced environment of trade shows.

Business Impact:

The ability to promptly and effectively address potential buyers' concerns and questions can be the difference between closing a deal or not.

This support significantly boosts the licensee’s capacity to effectively engage with the market, enhancing deal-closure rates and profitability.

6. Human Touch in Business Transactions:

Why It Helps:

The licensor's focus on human-centric collaboration means the partnership goes beyond mere business transactions, emphasizing mutual respect, open communication, and shared goals.

Business Impact:

This approach transforms standard business interactions into meaningful relationships that drive success.

Potential and existing partners feel valued and understood, leading to stronger, more profitable business relationships.

7. Motivation and Morale Boost:

Why It Helps:

Licensors' visible support at trade shows can significantly boost the morale of the licensee’s team, motivating them to perform at their best.

Business Impact:

A motivated team is more likely to engage proactively with attendees, effectively communicate the brand's value proposition, and close deals.

This heightened morale and motivation directly translate to better sales outcomes and business growth.

8. Networking Opportunities:

Why It Helps:

Trade shows are networking goldmines, and the presence of licensors can attract more traffic to the booth, not just potential customers but also industry peers, media, and influencers.

This can facilitate valuable introductions and connections.

Business Impact:

Networking can lead to new business opportunities, partnerships, and media coverage, amplifying the licensee's market presence and potentially opening up new distribution channels or collaborative ventures that boost sales and brand recognition.

9. Showcasing Commitment to Quality and Innovation:

Why It Helps:

By actively participating in trade shows, licensors can demonstrate their ongoing commitment to quality, innovation, and support for their licensees.

This reassurance is crucial in industries where technological advancement and quality assurance are key.

Business Impact:

A clear commitment to these values can enhance the brand's reputation among consumers and the industry, increasing trust and preference for the licensee's products.

This, in turn, can result in higher sales volumes and market share.

10. Strategic Alliances and Collaborations:

Why It Helps:

Licensor participation can facilitate discussions about strategic alliances and collaborations that extend beyond the scope of the trade show.

These include co-branding opportunities, cross-promotional activities, or joint product development with other licensees.

Business Impact:

Such alliances can lead to innovative product offerings and marketing strategies that distinguish the licensee in the marketplace, attracting more customers and potentially capturing a larger market share.

In summary,

the licensor's on-site support at trade shows is a critical catalyst for enhancing the licensee's business success.

It strengthens relationships, provides strategic insights, boosts credibility, enables direct engagement, and enhances team morale, all essential for closing more deals and achieving profitable growth.

??If these insights align with your vision for growth and partnership, we’re just a conversation away.

We invite you to connect with our team members through our established. The Creative Licensing Company LinkedIn page to explore how our human-centric approach to brand licensing can become an integral part of your manufacturing success story.

About established. The Creative Licensing Company

??established. stands at the intersection of heritage and innovation. As a creative licensing powerhouse, we steward a portfolio of global heritage brands, including RCA, Thomson, Blaupunkt, Saba, Nordmende, Victor, Victrola, Proscan, and Ferguson.

Our commitment extends beyond contracts and royalties.

We invest in relationships, championing the success of our partners with a commitment that's palpable on the trade show floor and beyond.