Wholesale Matters

UPDATE: Online applications via Zapp

2008-08-18T15:01:55-04:00

Due to a delay on both ends, the Buyers Market application for 2009 should be available on Zapplication by Wednesday.

Prospective exhibitors can also download a prospectus and application from our website. Or email me, and I'll send you a PDF.

First review will take place on September 1, 2008.

A full embrace of social networking

2008-08-18T10:23:35-04:00

After much procrastination (despite my own personal Facebook addiction), the Buyers Market of American Craft now has its very own Facebook page, complete with photos from this summer's show. Just search "Buyers Market" and become a fan.

You can also follow the Buyers Market on Twitter. If you aren't already "twittering," it's a micro-blogging site that allows you to send and read updates from friends, colleagues or other organizations. Follow us and get a behind-the-scenes peek at show production.

2008 Top Retailer Award Winners

2008-08-12T15:21:01-04:00

Looking to add to your gallery mailing list? Check out the winners of this year's NICHE Top Retailer Awards, announced on August 3 at the Philadelphia Buyers Market of American Craft.

Consider sending them a nice handwritten congratulatory note...

NEWS RELEASE: Buyers Market Opens With Strong Sales

2008-08-02T13:41:10-04:00

FOR IMMEDIATE RELEASE
Contact: Christine Kloostra
Buyers Market of American Craft
Phone: 410-889-2933
E-mail: christinek@rosengrp.com

Philadelphia Buyers Market of American Craft Opens With Strong Attendance

Show sees 26% increase in pre-registration

Philadelphia, PA. (August 2, 2008) -- The Philadelphia Buyers Market of American Craft opened today with increased buyer attendance and strong sales reports from the exhibit floor. The show continues through 4 p.m. on Monday, August 4 at the Pennsylvania Convention Center in Philadelphia.

"We've been steadily writing orders since the show opened this morning," said Mark Rosenbaum of Rosetree Glass Studio in New Orleans, La.

The biannual Philadelphia Buyers Market of American Craft is the largest wholesale-only tradeshow of handcrafts made by American and Canadian artists. It attracts thousands of retail gift shops, museum stores and galleries that sell fine handcrafted jewelry, glass art, furniture, ceramics, art made from recycled goods and more.

"New and returning exhibitors are indicating first-day sales that are higher than expected," says Show Director Christine Kloostra. "Traffic on the floor has been steady, and buyers report that they are ready to write orders for the upcoming holiday season."

Buyers who did not register in advance for the show may still register on-site at the Pennsylvania Convention Center. More than 1500 companies pre-registered for the August show, an increase of 26% over 2008. For more information, call 800-432-7238, ext. 211 or visit www.americancraft.com.

NEWS RELEASE: Applications Available for 2009 Buyers Market of American Craft

2008-07-28T15:46:54-04:00

FOR IMMEDIATE RELEASE
Contact: Christine Kloostra
Buyers Market of American Craft
Phone: 410-889-2933
E-mail: christinek@rosengrp.com

Applications Being Accepted for 2009 Philadelphia Buyers Market of American Craft
Wholesale tradeshow for craft artists takes place in February & August

Baltimore, Md. (July 28, 2008) -- Applications for the 2009 Buyers Market of American Craft are now available. Show dates for 2009 are February 13-16 (Jewelry Preview on February 12) and August 1-3 at the Pennsylvania Convention Center in Philadelphia.

The biannual Philadelphia Buyers Market of American Craft is the largest wholesale-only tradeshow of work made by hand in the United States and Canada. It attracts thousands of retail gift shops, museum stores and galleries that sell fine handcrafted jewelry, glass art, furniture, ceramics, art made from recycled goods and more.

"In light of a number of factors surrounding the February 2009 show, we are encouraging prospective exhibitors to submit applications as close to the first review date as possible,” says Show Director Christine Kloostra. “We anticipate filling more quickly than usual as a result of the date change of the Baltimore show, a reduction of space in the exhibit hall due to construction, and the introduction of the new two-year February contract.”

Applications are reviewed on a rolling basis throughout the year, with a first review on September 1, 2008. To request an application via mail, call 410-889-2933. Applications can also be downloaded from www.americancraft.com and will be accepted via www.zapplication.org beginning August 15, 2008.

Measuring your success at a show

2008-07-25T15:41:20-04:00

I emailed this to our exhibitors last February, and thought now -- the middle of the summer wholesale show season -- would be a good time to resurrect it.

"How was your show?"

It's a question you'll be asked repeatedly -- by fellow exhibitors, by visiting artists, by your exhibits manager, even friends and family. What will your answer be?

Setting goals & objectives

About six weeks before the show, take some time to WRITE DOWN some specific goals and objectives for the show. They should be realistic and attainable. You should, of course, include your total sales goal, but think beyond the bottom line. Tradeshows are much more than an order-taking opportunityâ¦ they are a venue for developing and maintaining personal relationships with current and potential customers.

Some sample goals & objectives:

- Collect contact information/business cards from 25 new buyers

- Make personal contact with one member of the media

- Bring 80% of last year's buyers back to the booth

- Add three new buyers from the west coast

- Schedule social visits outside of show hours with two top buyers

- Distribute 50 catalogs to qualified leads

Meeting your goals & objectives

You can't just sit in your booth, keeping your fingers crossed that you'll meet your show goals. After you put your goals on paper, write down at least one specific step you can take before or at the show to meet that goal:

- Collect contact information/business cards from 25 new buyers

If you missed out on the show's co-op mailing program, you can still reach new buyers. A little bit of internet research will provide you with the store names and addresses of retailers across the country. Give a handful of them a call, or send out your own postcards. Also, don't discount networking opportunities at the show. Attend retailer breakfast seminars, awards ceremonies, and the show party and INTRODUCE YOURSELF to buyers. Exchange business cards. Not all business is conducted on the show floor.

- Make personal contact with one member of the media

Send out pre-show press releases to targeted trade media ("Sue Smith Debuts New Ceramic Work at Buyers Market in February"). Put press kits in the Press Office. Watch for press badges on the show floor and introduce yourself to members of the media.

- Bring 80% of last year's buyers back to the booth

Send a letter or handwritten invitation to last year's buyers providing them with incentive to visit your booth (all returning buyers who write an order at the show will be entered into a drawing to win a free iPod). You should CALL all of your previous year's buyers to see if they'd like to schedule an appointment in your booth.

- Add three buyers from the west coast

Develop a special sales plan for specific buyers. When a buyer enters your booth, pay attention to the store location listed on their badge. If they are in your target area, engage them in conversation about your work and your hopes to increase your presence in their region. Offer a special incentive to them to write an order (free shipping, etc.).

- Schedule social visits outside of show hours with two top buyers.

Call your top buyers next week. Invite one to dinner on Friday night, and one to breakfast before the show opens on Monday. Build your relationships. Find out what they need.

- Distribute 50 catalogs to qualified leads

Don't just hand out your sales materials like candy. Learn at least one qualifying piece of information about a buyer and get their business card before giving away any sales materials. Give catalogs only to buyers who you feel legitimately could turn into potential customers. Have postcards or other less expensive handouts available for buyers who may not be a good match for you.

Now, how was your show?

By setting specific and MEASURABLE goals, and taking action to meet those goals, you will be able to most effectively determine whether or not you had a good show. Remember, your show experience is about more than the number of orders you write on site; it's a valuable opportunity to take steps that will help your business flourish over time.

15-Minute Marketing Project #6

2008-07-24T14:40:54-04:00

This one is more like a two-minute marketing project.

I'm in the midst of going through a series of emails sent to me by my exhibitors. Many of them include a standard "signature" with name, website, email, phone, etc. An alarmingly large number don't even include that. NOT ONE of them has upcoming show dates in the signature.

Everyday, you communicate via email with current and potential customers. Your signature is a completely FREE method of letting them know where and when they can find you.

Right now, go to your email program, find the option to set a signature and either create one or update the one you have to include at least the next two shows you'll be participating in. Include dates and location, link to the show's website, and indicate if it is retail or wholesale:

Christine Kloostra
Show Director, The Rosen Group
410-889-2933 x216
www.americancraft.com

Upcoming shows:
Buyers Market of American Craft, Philadelphia, Aug. 2-4 (wholesale)
New York Int'l Gift Fair, NYC, Aug. 16-21 (wholesale)
Philadelphia Museum of Art Craft Show, Philadelphia, Nov. 13-16 (retail)

Innovative direct mail

2008-07-22T12:43:04-04:00

Yesterday I recieved a promotional postcard in the mail from a company who can create a postcard in nearly any shape and mail them to your list. It undoubtedly costs a fortune, but it's definitely an attention-getter.

Because they drop directly to post offices, they recommend a localized campaign. If I can dig up the budget for it, perhaps I'll give it a try before next February's show. Stay tuned for results.

Direct mail mistakes

2008-07-15T17:26:19-04:00

There's been a recent post about effectively managing your direct mail pieces, but after having spent the past few days putting labels on postcards of exhibitors participating in our co-op mailing program, here's a few other pieces of advice:

If your mail piece (postcard, letter, etc.) is promoting your participation in a show, be sure to include the complete show name (not just an acronym), the show dates, the show location, and either a phone number or website for recipients to find more information. For example:

See us at Booth 1234 at the Buyers Market of American Craft, Aug. 2-4, Pennsylvania Convention Center.
Info at: www.americancraft.com

Postal regulations require that the address area (right half of a postcard) be clear of printing. Don't design your cards with text or images in this area.
Oversize postcards require first-class postage.
Postcards with glossy finish on the reverse side cannot be run through a postage machine.

New Exhibitor Spotlight: Mesh NY

2008-07-08T17:15:53-04:00

Carmen Fritsch of Mesh NY has jewelry in her blood. She is descended from three generations of jewelry designers, and her line of bold, edgy jewelry has been featured in a wide variety of arenas, including Elle magazine, the New York Post and on "Desperate Housewives."