{"id":11426,"date":"2018-02-22T07:00:52","date_gmt":"2018-02-22T07:00:52","guid":{"rendered":"https:\/\/blog.qcdesignschool.com\/?p=11426"},"modified":"2018-02-22T07:00:52","modified_gmt":"2018-02-22T07:00:52","slug":"tammy-hart-trade-shows-101-networking-promoting-design-business","status":"publish","type":"post","link":"https:\/\/www.qcdesignschool.com\/blog\/2018\/02\/tammy-hart-trade-shows-101-networking-promoting-design-business","title":{"rendered":"Trade Shows 101: Networking and Promoting Your Design Business"},"content":{"rendered":"[vc_row type=”full_width_content” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” top_padding=”2%” bottom_padding=”2%” overlay_strength=”0.3″][vc_column enable_animation=”true” animation=”fade-in” column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” width=”1\/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” delay=”250″][vc_column_text]Tammy Hart, I.D.D.P, is a graduate and Tutor of Q.C. Design School.\u00a0 She oversees the Residential Division of B.I.G Renovations & Design and sits as a Director on the National Board for DDA (formerly CDECA).\u00a0\u00a0 She is a sought-after speaker, speaking at venues like IIDEXCanada and Heart of Networking.\u00a0 She\u2019s been featured as a guest spot on Daytime Durham, Rogers TV and works to empower young women to become successful future leaders.<\/em>[\/vc_column_text][divider line_type=”No Line” custom_height=”50″][vc_column_text]I\u2019m often asked about advertising how and where to\u2019s and am asked to begin the conversation with my thoughts on advertising on social media.\u00a0 Firstly, let me say, I\u2019m not a social media expert.\u00a0 Secondly, I grew-up in a generation that didn\u2019t rely on internet (heck, I was reminiscing just the other night about typing class in high school and practicing typing \u201cAAAA, SSSS, DDDD, FFFF\u201d) on a TYPEWRITER!\u00a0 So, when I think about advertising, I\u2019m not ashamed to say I\u2019m a bit \u201col\u2019 skool\u201d in the sense that I still am a firm believer in pounding the pavement, hustling hard, and face to face advertising, but incorporate the new (a.k.a. Social media avenues) for a balanced portfolio.\n\nMost importantly, whatever form of advertising you want to choose, you always want to consider your \u201cReturn on Investment\u201d, or R.O.I, which in layman\u2019s terms means you\u2019re getting back the money you put into your advertising.\n\nThroughout my careers, I have had great success with trade shows and will focus the rest of the blog on this for the simple fact that trade shows, provided you are picking the ones, can definitely show you R.O.I or \u201cthe money!\u201d.\u00a0 Trade Shows offer me the opportunity to get face to face with my target market (sometimes thousands of people) in a few days. \u00a0Plus, they\u2019re the 2 Es \u2013 Exhilarating and Exhausting.\n\nI\u2019m going to guide you through my strategy with trade show and how to make them successful.[\/vc_column_text][divider line_type=”No Line” custom_height=”50″][image_with_animation image_url=”11436″ alignment=”” animation=”Fade In” box_shadow=”none” max_width=”100%” delay=”250″][\/vc_column][\/vc_row][vc_row type=”full_width_content” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” top_padding=”2%” bottom_padding=”2%” overlay_strength=”0.3″][vc_column enable_animation=”true” animation=”fade-in” column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” width=”1\/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” delay=”250″][vc_column_text]\n

1. Not all trade shows are created equal \u2013 Do your research<\/h3>\nIt\u2019s important to understand that, like school and any other advertising opportunity, you need to do your homework – not all trade shows are created equal.\u00a0 By that I mean, you have shows that are at large venues or you have shows that are at community halls. You have shows that have been running for decades vs. a year. You have shows that cater to all different target markets \u2013 some focus on consumers with modest budgets while others focus on consumers with lofty budgets.\u00a0 You have shows with great attendance year-over-year and shows that have mediocre attendance. You have shows that focus on the consumer \u2013 you have shows that focus on the direct to trade.\n\nThey don\u2019t cost the same to exhibit and are different durations. But you won\u2019t know until you do your homework. That segues me into my next point.\n

2. Alignment<\/h3>\nWhen you first built your company you created your target market. You visualized what your clients look like, whether that was a DINK Couple (double-income, no kids) in their 30s; or the Average Household with 2.5 kids and a dog; or the Retired Couple (the kids are finally gone, we have our house back!), you created your ideal target market. The trade shows you choose should be targeting your own target market.\n\nThe shows you choose also need to align with your advertising budget.\u00a0 How much for how many days are you willing to spend on your trade shows? Know how many new clients it will take to make your show investment back.[\/vc_column_text][divider line_type=”No Line” custom_height=”50″][image_with_animation image_url=”11437″ alignment=”” animation=”Fade In” box_shadow=”none” max_width=”100%” delay=”250″][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” width=”1\/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]I use this formula to determine the number of clients I need to break even:\n\nCost of Show + Expenditures (Rentals, Promos, Staff time, My time, Food, Delivery charges, etc\u2026) = x\n\nX \/ Avg Client Spend = Number of Clients\n\nFor Example:\n\nI spend $20,000 on a Show and Expenditures\n\nAn Avg Client with me will spend $5,000\n\n$20,000\/5 = 4 Clients to break even\n\nKnowing your base for a new client booking at point of show is important.\u00a0 It acts as a gauge.\n

3. Goal Setting<\/h3>\nI have two primary goals I want to achieve from the shows.\u00a0 First is to gain new clients, which will in turn cover my costs for the show plus make additional revenue.\u00a0 Second is to develop relationships with suppliers and vendors, which will blossom into fruitful partnerships.\n\nDetermine what your goal will be for each trade show.[\/vc_column_text][divider line_type=”No Line” custom_height=”50″][image_with_animation image_url=”11434″ alignment=”” animation=”Fade In” box_shadow=”none” max_width=”100%” delay=”250″][\/vc_column][\/vc_row][vc_row type=”full_width_content” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” top_padding=”2%” bottom_padding=”2%” overlay_strength=”0.3″][vc_column enable_animation=”true” animation=”fade-in” column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” width=”1\/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” delay=”250″][vc_column_text]\n

4. \u201cBy George, I think I\u2019ve Got it!\u201d<\/h3>\nFantastic! You\u2019ve chosen the trade show you\u2019re going to attend and you\u2019re a confirmed vendor.\u00a0 Now what?\u00a0 This is where the hard work comes in, but where your creativity and training that QC Design School has prepared you for is going to kick in.\u00a0 This is where I get excited! You can start planning your booth concept and promotional items.\n\nThis may come as a shock, but most likely you won\u2019t be the only decorator or designer at the show.\u00a0 And that\u2019s OK.\u00a0 You need to stand out but ALWAYS<\/em><\/strong> be true to your brand.\u00a0 As a designer or decorator, you are a step above the rest of the vendors because you decorate and design spaces for a living.\n\nHere are some thought provoking questions:\n