Licensing Expo Recap and Mastering the Next Steps

14 06 2015

AAL Booth C13 at Licensing ExpoFrom set-up to break-down, the Licensing Expo delivered on its promise of bringing together worldwide brands, creators, artists, retailers and manufacturers to build business partnerships. We shared information daily from exhibitors and attendees in our blog…both from the Art+Design Zone, but also up-n-coming character properties.

Direction at Licensing Expo is so important!

Direction at Licensing Expo is so important!

I heard from many people, there was plenty of traffic and the leads were excellent.  I don’t think Licensing Expo has posted their ‘official’ attendance count yet, but the first day was pretty strong and the second day was even stronger with, of course, the inevitable slower third day. But for the Resource Center it never slowed down. We were still taking appointments even as the Booth was being demolished around us.

What a wonderful whirlwind. As Licensing Expo’s Art+Design Resource Center, we gave away 30+ free consultations, to exhibitors and attendees alike, as a part of our services. We also gave one of our new video classes and our 80+ free Minicourses to everyone, charged cell phones and laptops, printed urgent papers, and handed out bottled water to the thirsty.

Carlos Neville moved from the Art + Design Zone, closer to Characters, with his Pop the Balloon.

Carlos Neville moved from the Art + Design Zone, closer to Characters, with his Pop the Balloon.

Everyone participating in the Expo seemed to be very excited about the variety of prospects. While many artists mentioned they couldn’t get meetings with their ‘A’ list potential manufacturers, I heard later that several persistent artists caught their attention and managed to get those exciting appointments after all.

Joan Marie Celebrates Art in her first booth.

Joan Marie Celebrates Art in her first booth at Licensing Expo. She joins those who will be back in 2016.

Two hot topics throughout the Licensing Expo event were global exposure and digital media. Manufacturers from around the world met with artists and new properties and every corner of Asia was especially well represented at the Expo. All properties, new and evergreen, are seriously considering how they will gain and maintain exposure in this new digital world. And today it’s not just about exposure and the numbers, it’s all about ‘engagement.’

Debra Valencia and I catch up in her beautiful booth, designed as a brand concept store.

Debra Valencia and I catch up in her beautiful booth, designed as a brand concept store.

Engagement is how your audience will choose to interact with you and your brand. Also, who will help bring your products and brands into the limelight. Whether an artist or a property, there is a big trend in utilizing celebrities to increase exposure. Strategic alliances are well and good, as long as you have engagement once the audience grows. While this may not seem relevant to those of you who are new to art licensing, specifically, it does relate. Many new artists are turning to manufacturing some items on their own to develop their ‘following.’ Then online marketing and sales efforts will build your audience and strong sales numbers will absolutely impress manufacturers. It gives you something to leverage.

ANNE WAS HERE

ANNE WAS HERE

There was also a great deal of chatter about artists, designers and new properties getting high-level leads with companies the exhibitor didn’t expect! Each freely admitted they were in product categories they had never even considered would be interested. Exposure to so many types of properties and product categories at Licensing Expo is always an eye-opener and fuels broader business goals and plans.

Of course I heard complaints too, such as, ‘There is no room for new artists or properties.’ ‘How can we get anywhere when it’s all about the big-guys?’ ‘You need TV before you can do licensing.’ Or ‘You need publishing before you can get TV.’ But I was witness to several artists and properties who made great strides by being well prepared and really understanding what media players and manufacturers would want from a ‘newbie’ in the industry. Let’s see if they can stay the course and keep moving forward.

So now the final results for everyone is in the hands of our attention to detail and follow-up.

Mark Lubratt  and his Mom Linda spoke to many prospective   partners about Zoonicorns and will be attending Licensing Expo in 2016.

Mark Lubratt and his Mom Linda spoke to many prospective partners about Zoonicorns and will be attending Licensing Expo in 2016.

Ask J’net Q&A THIS WEEK

Now everyone has to sort and make decisions about how to follow-up with each and every person they met.  We have two classes this week to help you with these processes.  One is our FREE Ask J’net Q&A, in which I’ll focus on ‘After the Trade Show Questions.’  Feel free to ask about things: you saw at the Licensing Expo; that maybe didn’t make sense for you as a first-timer; which you are still confused about; and how to make the most of your time there through your strategic follow-up.  Ask any questions important to you right now and put them on your registration form. This Ask J’net Q&A is scheduled for Tuesday, June 16th at 10:00 am PDT / 1:00 pm EDT (you will receive your Classroom Access Information at least one-hour before the class). Register Here.

Art+Design Zone Action

Art+Design Zone Action

Sales & Trade Show Follow-Through Techniques

You won’t want to miss Sales & Trade Show Follow-Through Techniques. on Thursday, June 18th at 10:00 am PDT / 1:00 pm EDT. This live phone event will be 1.5 hours and the cost is $75. After your purchase, you can attend live or after the event you will receive … an audio (MP3) file, 60+ page PowerPoint presentation (PDF format) and video link to watch the entire class at your convenience. We know everyone has a different way of learning, so we offer more ways to learn than other training events in the licensing industry.

This class has 3 parts which cover the 1) Organization of your follow-up, how exactly to 2) Follow Through carefully and accurately on your leads and 3) Sales Techniques that will close the deal and grow your business. You may place your questions on the registration form, and they will be answered during the live event.

The training will focus on characteristics of licensing sales which you won’t find in a traditional sales class. You will receive your Classroom Access information the evening before the class, June 17th, via email. Register Here.

Hope you can join me for one or both of the classes this week! Please share all this information with those who might want to attend the Expo next year or learn about our business. Thanks.

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