Within the nursery industry - and many other industries are probably the same - things are changing. We are losing independent retailers, especially the smaller ones but those that remain are getting stronger. The number of buyers is falling but the size of the orders being placed by each buyer is rising. For the last goodness knows how many years, there has been a general whinge of ‘isn't it quiet?' Well, it will be quieter if there are fewer buyers!

Who's there?

Of course, a show organiser can artificially bump up attendance figures. Any number of members of the public would love to wander around a trade show. But as an exhibitor, ask yourself, would you prefer to explain your products to hundreds of people or just to those who will order? It is the job of a good organiser to ensure that the right people attend, whilst keeping away the ‘time-wasters'. The results of a survey carried out after BPA Baby & Child showed that the show is bringing in new visitors each year - with almost half the attendees being there for the first time. So, as shops are inevitably ceasing to trade, publicity is reaching the ‘newbies' that they should attend the industry's trade events - thus presenting exhibitors with a valuable opportunity to reach a new market.

Phil Ludlow-Smith has worked out that Saplings increased the number of independent retailers they supply by 10% at this year's BPA Baby & Child. "And that's after 15 years of working hard promoting our company. There are still lots of new customers to be won." To counteract the shops that are closing, there are always new shops opening and shops which are changing direction. Nothing ever stands still.

Looking at the attendance list for the recent BPA Baby & Child, it appears that we had a very good turnout. Jenny Burrows, the Event Manager, says, "After every event we look carefully at the attendance list to see who didn't turn up. We often ring some of the absentees to find out why they didn't come. Sometimes the reason is family, sometimes it's ill health. Occasionally it's an overload of work, but very rarely, I can count the instances on one hand, was the reason given as ‘not important enough to make the effort'." This year, however, there were two major companies not represented by anyone which must bring into question their commitment to their role.

A trade show isn't just about selling product. It is also a very important market research tool. "With many new and innovative products being launched at the same time in the Driving, Moving and Living ranges it is important that we seek the views of all key buyers. The feedback was extremely positive and gives Concord confidence that it is proceeding in the right direction," said Martyn Still, UK Sales Director of Concord.

Who's talking?

The Launchpad is a part of BPA Baby & Child where newcomers to our industry are grouped together. "Like many new businesses we keep a close eye on those entrepreneur success stories as encouragement on those inevitable down days. This year at BPA we met one of our business idols, Rob Law, inventor of the Trunki, and soaked up every ounce of advice he offered," explained Lavina Thompson of baa baa blinds. "Similarly a fellow exhibitor, Little Helper, who started on the Launchpad last year, was more than happy to pass on details of their Australian distributor with whom we are now making good headway. I came to BPA Baby & Child viewing other exhibitors as competition, but their willingness to offer advice and useful contacts surprised me so much that by day three I was tracking down certain exhibitors with specific questions."

"This was a chance for us to launch our new dual purpose lavatory seat" stated Leigh Baker from House of Leva. "It's a daunting prospect showcasing your new product to the trade for the first time. The show was more than a launch pad - it enabled us to talk to well-established companies who were forthcoming with advice and help on how to move forward for the future. It certainly helped us in more ways than one as we hadn't anticipated the camaraderie in the nursery industry". And again "It was a lovely feeling of camaraderie among the other new companies on the Launchpad, which was pleasantly surprising. But even more surprising, equally wonderful, was how established companies were so willing to share valuable insights, tips and advice with those of us just starting out." That is from Robynne Cole of Sierra Distribution Ltd.

Who've you seen?

Sometimes an exhibitor will say they've not seen some of their regular customers. Perhaps this is because the rep or agent is doing such a good job. They deal with questions at the time and thus stop little problems escalating into bigger problems. Believe me, if a retailer has a gripe, they'll come and tell you! So on this count, no news is good news. And do they need to order at the show? Again with a good agent, probably not. So why should they come onto your stand?

Usually, they come onto your stand to see the new products. If you aren't launching any this year, you can expect fewer visitors to the stand. Some products, such as pushchairs, are fashion items and buyers need to see the latest colours. If you had new product or you're selling fashion items, and still the buyers didn't call, again you need to ask why? Buyers are not mind readers! They need to be told what you are exhibiting. With the best will in the world, they cannot closely examine every stand and if you did have something worthwhile on offer, then you both missed out. It always amazes me that so few exhibitors do any pre-show publicity. I know some sent out flyers to their existing customers but what about the rest? I accept that this is a trade magazine and we depend on advertisers to keep us profitable so I'm biased, but many companies did nothing to promote themselves.

What about the buyers?

Buyers need to spend more time to make the most of these events. For major buyers, there is no reason why they are not there the whole time. Seeing what is on offer, even if they don't intend to stock it themselves, is a vital part of their job. Some independent retailers, particularly the larger stores, have staff who can manage the shop. Indeed for many of them, the role of dealing with suppliers is a full time job with someone else managing the shop floor. But this isn't possible in many smaller stores. "We would love to spend three complete days at the show, carefully considering every stand and evaluating what they have to offer but I can't be away from the business that long," is a typical comment.

One method used by some retailers is to split the load. "Several of us come up and we split the show by area. We each know that we're looking for highchairs for example, and, of course, we are always looking for something that is different. We meet up at lunchtime and swap information and promising leads are revisited. Even if we run out of time, we've generally got leaflets to follow up later."

In many ways, trade shows are becoming more Events than exhibitions with more opportunities to learn and improve. "We aim to inform, educate and entertain at BPA Baby & Child," says Jenny Burrows. "We have the Awards, the Seminars and the Party Night!"

What do you want from these Events? One gets the feeling that many, exhibitors and visitors alike, are not sure. Some use them purely as an opportunity to place orders. Some use the time to discuss other aspects of business with those with whom they have dealings. Some come to learn, to understand the trends in the marketplace and to make the most of opportunities to learn how to manage their business better.

So what is it YOU want? Please let us know!

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