What could exhibitors at jewelry trade shows do better?

In my previous post, I talked about the relevance of jewelry trade shows today. The conclusion of that post was that: trade shows are still relevant to jewelers today. Today I would like to talk more about the exhibitors (and trade fairs organisations) themselves. 

Decline in visitors

For some years now, the rumor is that there is a decline in exhibitors. Often smaller venue's are held within reach of the trade fair itself, but organised independently. In case the company is situated in the nearby area, there is the possibility that account managers will pick up their clients from the trade fair and drive them straight to the company. 

Not the easiest of times

To be fair; it hasn't been the easiest of times for all of us, and the costs of exposing at any trade fair is a significant one. Which means that simply: it must be worth it. Is it worth to get exposure but not immediately clients? Or is it worth only if you reach such and such revenue?

Although this could be an interesting topic in itself, I wanted to share my observations and experience, in order to give my ideas of what could be improved. They are not huge ideas but things I have been noticing, some for many years.

What could exhibitors do more?

The booth: 

People walk by the booth and are perhaps attracted to your product. Often there are just a few pieces in the window, without any additional information. Make it easier and more attractive for people and put information about the product, that you think is relevant, in the window, would make things a lot easier. If you have a certain way to work with jewelers (or jewelry brands or manufacturers) try to make it clear already in your visuals. One thing that annoys many is to think to have found an interesting product, only to find out later that your company only deals with wholesalers or Cartier dealers or whatever your requirements are. The visual could be anything from a leaflet, a window display or a video screen that gives information...

The people in and around the booth.

I did some training in the past, for a brand that I worked with. The training was for Italians but the basics are applicable everywhere. Once you are in the booth, you should focus only on clients. Clients can be sometimes disguised as simply people passing by. THIS is your unique chance to connect with the people walking by, staring into your windows. 

Engage

What I observe however is how little the people jump onto the opportunity to engage with possible future clients. Colleagues share their latest photo's and chat and laugh, forming a group in front of the booth. This can be rather intimidating for a curious passer-by. Don't form groups, don't be loud and don't overdress. 

There is a fine line between allowing people to browse, or loose the attention as you did not engage in a conversation quick enough. But when in doubt, just make a small remark. Even a little compliment or a question about what they like about your window. Small talk basically. It is easier for the passer-by to ask something, that they otherwise would not have bothered to do so. 

Welcome

We are all humans! We want to connect and feel welcome! If I enter a booth and I see that people look at eachother hoping that the colleague will stand up instead and meet me or...when I enter a booth and I am met by two incredibly beautiful hostesses who wear the jewelry so well, but have no idea about anything of the brand or collection and don't know if to disturb the owner or not...or: when I enter a booth and the owner/ employee is more interested in checking her phone, read the paper and so forth...I am feeling so unwelcome. This happens more than it should and could be easily prevented. 

Languages

Speak the languages. There should be always someone, especially in countries outside the UK and the USA, that speak at least English. I find it incredible to see that this is still a problem today. Invest in your employees or yourself to develop at least some basic English. 

Be a true host

Be a host! Be kind, be gracious, be attentive to the needs of the often very tired people that visit you.

What about the trade fair organisation itself?

Last but not least: there could be a lot more added value to any trade fair. Why aren't there more speakers about topics that concern jewelers, manufacturers, diamond dealers and so forth? Why don't they, have each their own program? 

Talks

I saw the interest for the talk of Paula de Luca of the Trend Vision on the VicenzaOro trade fair. It was very well done, and for those who wanted more information, the possibility to buy the books etc. Making it commercially interesting also for her company. A perfect win-win. 

Workshops ideas

What are the topics that are *hot* today? Like: more visual merchandising work shops. Or topics like: how to work with social media? Why is the Millenial (sorry guys, I know you hate this term!) so different and how can we engage with them. Or even more simple: a workshop on tips how to sell more pearl/ diamond/ sapphire or -whatever- jewelry. 

On demand consultancy

There could be something like consultants that one could hire for say: half an hour, to disguss a specific topic with. Make it possible to book them online, of course. Or demonstrations on how things are made? Take someone from outside the industry and let them talk about something they have solved within their industry, to give that *out of the box* idea.

We all seek more experience and value in our lives. We know it is true for stores, but trade shows could offer that kind of value more too, perhaps. 

* Ps. it is not that nothing is happening. I know that each trade show has a program and does already do things, but it's just that I want to state that engaging on more levels with the clients that visit a show, could bring an increasing amount of visitors. Also: if you have good (or very bad) experiences, please do share them! Would LOVE to hear all ideas!

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Please do note: all opinions are mine and personal. I am aware that there are many different realities out there and would love to hear from you! Maybe you have a different experience or have something to add to the conversation…so don’t hesitate to give your feedback and ideas!

 About the author: Esther Ligthart (the Netherlands) runs a popular jewelry blog: Bizzita.com and loves listening to designers, craftsman, brands and more, but als o to what jewelry means to people. With over 20 years of experience in sales in the jewelry industry, she now is a blogger and freelance journalist for trade magazines and luxury magazines such a Jewels & Watches Info, VO+ and more.  She also does consultancy for companies and helps people finding the right piece of jewelry as a private consultant. She states that she is still learning about sales and listening, every single day :-)