A Photographer Speaks to Tradeshow Vendors…

Sit right here ::patting seat beside me:: We need to have a chat.

I haven’t been to a multitude of photographic tradeshows. I’ve never been to WPPI or IUSA.

But, I have been to a variety of trade shows on a smaller scale – some with 5 vendors, some with 150.

So if you frequent smaller shows like this, I’d like to fill you in on  a few things…

Yes, I “get” that this is probably a weekend and you’re not all that keen to be working on a Saturday.

And  I “get” that you spent all day yesterday and most of last night setting up this lovely booth.

And people are walking through, touching all your stuff. And messing it up. And taking catalogs you’re pretty sure will wind up in the trash. And “oh my god lady, how many trips through my booth are you going to make so you can swipe another tootsie pop out of the candy dish?”

I “get” it. I really do.

But suck it up. Slap a smile on that face, look at my name tag , shake my hand and greet me by name.

If my name isn’t familiar to you – ask if I’m presently a customer of your fine firm.

If I’m not, give me your business card and a catalog. Or a flyer. Especially a flyer with a discount code. I like those.

If I am already a customer, thank me. And ask me what my favorite product has been that I have purchased from you.

Why? Because you need to make a little conversation with me. Don’t just say “hello” and let it melt into awkward silence.  Also, because it tells you what your customers like. You don’t necessarily get that from sales figures.

It could be that I’ve purchased 50  8×10’s from you in the last week. But, I’ve only purchased 4 bevel mounted 10×10’s. Oh hello! I LOVE those 10x10s and talk them up all the time – but my wall can only hold so many samples. So, now that you know what my favorite product is, you will know to bring samples of that with you if you haven’t already. And you can bet, I’ll spy those 10×10’s, squeal in girly excitement, pick one up and show it to my BFF with me and say “you have SO got to try these, they’re FAB!”

OK, I don’t use the word “FAB!”, but you get my point.

I’m sure, for every ten people that walk in your booth, nine of them are “just looking.” But one of them has money in their pocket and are looking to spend. Hey, that’s what trades hows are all about – shopping! It’s like going to a mall for geeks!

The trouble is, you don’t know which one of us has money, so you have to act like we ALL do.

If I’m not interested in your product, I’m not going to waste your time chit-chatting. I’m not going to take your free tote bag and one of every printed piece you have. I may take your business card, though, for future reference.

If I have been a long-time customer of yours, and I have spent a substantial amount of money with you, and you can’t remember my name, or don’t make an effort to be social with me when I remind you of my name and that I’m a current client, I just might be tempted to go to a different vendor in the future.

I’m that way.

You have been warned.

Stay tuned for features on two vendors who impressed me at a recent show, Buckeye Professional Imaging and Wildcat Photo Packaging.