31 Days of Marketing Tips for All Art Licensors – Tip #4

4 10 2016

31-days-of-marketing-tips-4

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FREE Ask J’net Q&A Tomorrow; Plus Sales & Trade Show Follow Through Techniques Course

15 06 2015

LE Banner crop versionI used the term whirlwind in yesterday’s blog, referring to the feeling of attending and coming home from the Licensing Expo in Las Vegas.  But now it doesn’t even seem to capture the essence of all the leads, ideas, contacts and knowledge to be learned and shared from a week at the show.  So I am going to change my reference and just call it what it is: a wonderful ‘tornado’ of opportunity!

If you are experiencing the same overwhelming feeling from looking at your notes and leads, combined with the pressure of having to follow-up intelligently on everything, then take a break and listen to the Ask J’net Q&A tomorrow.  This one-hour, live phone event is dedicated to questions about ‘After the Trade Show…’  There is still time to register and get your questions in the mix, so register now and put your question at the bottom of the form.

I think you will find the Ask J’net Q&A really helpful, whether you are sorting and making decisions about how to follow-up with each and every person you met at the Licensing Expo, or whether you walked the show floor or are just thinking about attending Licensing Expo next year and are wondering what to expect.  Both of my classes this week will help you with these processes.

Ask J’net Q&A TOMORROW

Again, my FREE Ask J’net Q&A will focus on ‘After the Trade Show Questions.’  Feel free to ask about:

  • things you saw at the Licensing Expo;
  • trade show events or etiquette that perhaps didn’t make sense to you as a first-timer;
  • things which still confuse you;
  • how to evaluate opportunities
  • how to close deals
  • 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  -TOMORROW- 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.

Sales & Trade Show Follow-Through Techniques THIS THURSDAYIMG_0630

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 the 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.

Keep asking great questions and you’ll receive the answers, that’s for sure!





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.





GirlNation Shares How ‘Changing’ and ‘Persistence’ is Important to Brand Building

26 05 2015

Girl Nation logoLast year at the Licensing Expo I met with and interviewed Deb Dittmer and Vicki De Roeck of GirlNation as they embarked on their very first trade event.  I recommend anyone who is interested in attending a trade show or thinking about building a brand from the ground up – READ THIS INTERVIEW.

J’net Q: We first met last year before the Licensing Expo. What was your experience at the show?
GN A: We had an incredible experience at the show and came away with one licensing contract! It’s hard to believe it’s been almost a year since we launched GirlNation at the Licensing Expo! We were so thrilled to have been named one of the “Top Ten Ones to Watch” but it was our first show and we had no idea what to expect. It was great to get feedback from people at the show and also to walk the show and see the art that others were exhibiting. Being at the Licensing Expo definitely gave us an opportunity to meet people that we would never have had access to at this early stage of our business.RevisedBYOGlogo

J’net Q: So tell me again how you came up with your brand concept and which market you are targeting?
GN A: We started GirlNation shortly after our daughters left for college. We were both complaining about the wreckage they left behind in their rooms. Amid the chaos, we both uncovered extensive collections of inspiring words, quotes and images covering walls, notebooks and filling drawers. We realized that what seemed like clutter was really a huge part of who they had become. These independent and confident young women were truly influenced by these strong, empowering messages. We had the proverbial light bulb moment! As partners in our own graphics agency, we decided to take this valuable insight and turn it into a brand that would give all girls the gift of empowerment through positive messages and beautiful designs. We are appealing to girls during those difficult tween and early teen years.

CreedPoster_FullThe empowerment movement for women and girls has been gaining momentum for years. Prominent women and large corporations have been investing in this enterprise with their own campaigns. Dove was one of the first with their “Real Beauty” campaign. Cheryl Sandburg, Facebook COO, launched her Ban Bossy Campaign in 2013 and just recently, we all saw the “Throw Like a Girl” campaign launched during the Superbowl.

We have seen nothing in the commercial marketplace that allows girls to take ownership of their stake in this movement. A GirlNation brand of products would provide girls with a vehicle to express their solidarity to the movement and allow girls to unite in a global sisterhood. Although this demographic has a tendency to be fickle, we think there is longevity in the brand. We intend for this to be a brand that girls grow into and grow up with; we’ve given the empowerment movement for girls a name and an identity.

J’net Q: So I see you have made some changes in your original designs. What was the feedback that you received and how did that influence the changes you made?
GN A: Before the show we were so focused on creating art to fill a portfolio. We never really had the chance to take a step back and look at the body of work objectively to see if it was really going to resonate with our target market. Recently, we’ve been able to take a deep breath, take that step back and take a look at GirlNation with a fresh eye. We had to give the brand a little tough love. First, we realized our Girl “the face of GirlNation” needed to change. We loved her; she was beautiful but not right for the brand. She was too sophisticated and romantic and not consistent with our core message. So, we created a new girl…it still wasn’t right! We realized that there really wasn’t just one face of GirlNation, every girl is the face of GirlNation-every girl of every race, creed and color.WesiteHeaderImage

Secondly, you can see from our new website, that we’ve not only incorporated images of real girls, but have created a stronger looking identity. We have made some subtle changes to our logo, enhanced our graphics and patterns, added a GirlNation crest and revamped our creed to have more appeal to young girls. We found the original creed really resonated with women but for younger girls, the words were too mature and it was just too long. We took the same message and crafted a new creed that more reflects the attitude of tween girls.

Finally, we just took an objective look at all of our artwork and realized that some of the designs were too contrived (our acronym line) and that some of the graphics were too flat, needed more depth and needed more of an edge. We’ve kept the hand drawn doodle feel that we started with but are giving the designs more of an artsy, contemporary edge. We are so excited and energized by this new direction!

TeamJacketFierceOur changes have also been influenced by feedback we have received from buyers and agents. We participated in a workshop offered by Michelle Fifis of Pattern Observer, called “Sharing Your Work.” One of the great advantages of the workshop was the opportunity to have three buyers review and critique your work. We received critiques from a buyer for the tween private label brand at a major department store, an art licensing agent and a fabric manufacturer. They all said that they loved the message, the artwork was on trend and was appropriate for our target market. All good news and very encouraging to know we were on the right track. They had some great constructive criticism for changes to our website and we have used their feedback to make our website easier to navigate and to simplify how we were conveying our message. It was a great way to get honest feedback from knowledgeable people within the industry.

J’net Q: So how are you now planning to monetize your efforts and take your updated material to manufacturers and retailers?
GN A: We have kept in touch with many of our leads from last year’s show and continue to update them with new products and updates to our website. In addition, we have put together targeted lists of manufacturers and retailers that we think are appropriate for our brand. In addition to scouring the internet, we constantly look at tags and labels of products when we are shopping to find new manufacturers that we think would be a good fit. We reach out to them via Linked In and directly via email. We have found some success with this method of “cold calling” and have been pleasantly surprised at the level of response, it expands our contact list and allows us to stay in front of more manufacturers.

We are also taking advantage of every opportunity on the Art Licensing Show website which allows you to reach out to member manufacturers and invite them to review your portfolio. We hope to attend The Licensing Expo again in 2016! This past year we have been working with both our agency clients and working to refine GirlNation and we just knew we would not be prepared in time for the shows. Our mantra this year is persistence, persistence, persistence. You never know when the timing will be right for that perfect match of what manufacturers are looking for and what you have to offer so we feel like we have to just stay in front of them.

J’net Q: So what can we expect to see from GirlNation in the future?NotaPrincessTee
GN A: We will continue to add more pattern collections. We had a great response to our patterns from attendees at the Licensing Expo last year and from some fabric manufacturers since we’ve been back. We have added a new “Team Inspired” line of graphics and will continue to expand the collections to offer more variety to buyers. We are also working on a fun line of greeting cards that really reflects the new direction of the artwork.

J’net Q: Based on your experience over the past year, what advice would you give to other new artists who are thinking about licensing their art or developing a brand?
GN A: Do your research and really understand your target market. We were lucky to have had a strong concept so that the creation of the art was very intuitive. Eventually though, you have to take a leap of faith and get your artwork out there. This is what we did a year ago when we decided to go to Licensing Expo. We were fortunate to have met you in the very beginning and you guided us through the entire process of getting ready for our first show. You gave us concrete advice, objective feedback and were an incredible source of encouragement.Deb & VickiofGirlNation

Another bit of advice, that we have trouble following ourselves (!!), is to be patient! Rome was not built in a day! The licensing cycle is long and it’s important stay committed, keep analyzing, reinventing and adapting. In such a competitive industry, you can’t create your art or brand in a vacuum. You have to keep on top of your market and continue to evolve.

We are so grateful to have stayed in touch with you and to have had this opportunity talk with you on this first year milestone of this crazy journey of ours! Thank you for taking the time to follow-up with us.

J’net NOTE: A BIG ‘Thank you’ to Deb & Vicki for their willingness to be candid about their experiences and share them with us all! See you in Vegas 2016! Also…don’t miss the last FREE ASK J’net Q&A before Licensing Expo, scheduled for Wednesday, June 3rd, 10am PDT. Sign up now to get your questions answered! Register here.





National Stationery Show & Surtex Observations

20 05 2015

Flying over NYCSo I flew into New York to meet with publishers and do both the National Stationery Show and Surtex. Even before the shows at Jacob Javits began, I had productive meetings with clients, new prospects and old friends (not that they are old age-wise, I have just known them a long time). I even indulged, thanks to my dear friend Erin, in an evening of great laughs at ‘Something’s Rotten!’ – a new Broadway musical that didn’t miss a beat and has been nominated for 10 Tony Awards. In other words, I had a great time!National Stationery Show

Sunday I walked every inch of the pared down Stationery Show. While the show is a shadow of its former self, it probably represents more the state of the Stationery and Greeting Card industries, and the massive reduction in retail outlets, then the new management of the show itself. A lot of the big companies no longer exhibit or have chosen to have a smaller presence. However, it was very informative in terms of checking on trends, and there were plenty of newcomers testing the waters with their own card lines.

National Stationery Show New Product DisplayWow – holy letterpress!! Yes, the trend that started about five years ago is now a full-blown epidemic. I think there were more original letterpress card companies per capita than any other type of card company. And, if that is true, I don’t know how all of them will remain in business. Each one can only possibly get a fraction of that niche market.

When letterpress cards began to emerge, I remember that every card was smaller, sweeter and more demure and special in their hand-made way, than the last one. The difference today is that letterpress has finally reached the realm of the clever, tacky and rude humor.

In general, I’m so glad to see humor getting its day in the sun. I think it’s reasonable to say that in light of today’s human condition, we all need it. Humor –of all kinds— is a big, big trend. No doubt, I was proud when the 27th Annual Louie Award for a greeting card ‘$4.00 & Below’ went to one of my favorite clients Loose Leashes.  Actually both Louie Award Winners (under $4.00 and above $4.00) were humorous cards this year!Louie Award Winner Loose Leashes cropped

Over on the Surtex side of the trade show floor, I heard many agencies wishing they had more WORDS. Humorous words. Inspiring words. Sentimental words. You name it, W-O-R-D-S, of all kinds, are still on the rise. Hand-lettered, calligraphy, unique type…it’s all applicable. The population of stationery and gift buyers must be speechless, because they can’t get enough of it.

IMG_0575So where does that leave artists in the Surtex licensing arena? Well, as I said, there is still plenty of room for art with all those communicating words everyone wants. I heard many licensing agencies comment that they wished they had an artist or more artists who incorporate words into their artwork, both in central images and patterns.

Florals and animals still dominate the licensing themes. Further, retro revivals for a variety of eras…vintage, the 50s, 60s, “70s and 80s…are still prevalent in many design and humor concepts. The hand-drawn and hand-painted imagery is such an important trend, whether actually hand-made or computer-crafted. There continues to be a bit of a backlash against art that looks computer generated. Also, it’s not enough to create patterns and coordinating patterns, the manufacturers still want those central images.

On the design and product fronts, I didn’t see much that was new. There were some very original paper engineering. There was some buzz about the growing sales of coloring books for adult women. That may translate into a new trend in intricate black and white line art. I also noted the “his and her” pillowcases are getting there, again, just the ones with words. A great example of a not new, but a new way of approaching the traditional.National Stationery Show New Products

It looked like Surtex was providing some interesting sessions at the back of the trade show floor in their event space, but, sorry, I didn’t have the time to go and it didn’t look very busy anyway. I hope others will comment on these and share the information with all of us. I did see lots of vibrant colors and color combinations, but no neon colors .

Overall I think the exhibitors would have liked to have had more traffic at the show. Attendance did seem down. But many exhibitors noted that the quality of attendees was good. Many manufacturers were hunting for art to fill projects, plans and specific needs. That was exciting!

I heard exhibitors say they were not approached by as many artists, as in past years. The management’s new pricing strategy was successful at keeping the artists looking to get into the business, or looking for an agent, to a much smaller scale than in years past. Those who did attend were notably very professional, from what I observed.

Lastly, the height of the chalkboard art and products’ trend is finally over. But the chalkboard style seems to have left behind a somewhat indelible mark, through its influence on hand-lettering and type styles, which cannot be erased.





Beyond the Booth – Top 10 Countdown – Making the Most of Your Trade Show Experience (Part 2)

22 04 2015

Screen Shot 2014-09-30 at 11.37.48 AMThis is Part 2, the conclusion, of ‘Beyond the Booth – Top 10 Countdown – Making the Most of Your Trade Show Experience’ 

5. Prepare press releases before AND after the show – This is one of the times you really need to reach out and share your business news and information. Publicity, such as those mentions or articles in magazines, blogs, newspapers, trade publications, are often more credible, believable and profitable than other types of exposure. Before the show it’s important to make sure everyone knows you will be attending, where to find you, and what you have to offer. After the show, it’s time to share the news about your accomplishments and executed deals.

4. Create a promo video – Videos are one of the most powerful and persuasive marketing tools available today. Keep in mind that a moving presentation overview draws in prospective clients, but be sure to share with them with your more detailed follow-up material when it comes to your one-on-one meetings. Try to format your videos for as many different platforms as possible. Videos can be used on booth monitors and on tablets and smartphones for impromptu presentations outside your booth, as well as in online public relations and for social media exposure. If you have a property that lends itself to an interactive demo, then go for it. By giving attendees something to do, it gives you more time to interact and discuss their needs. As you can see, your promotional videos will take on a variety of formats for different purposes. By organizing the goals and needs clearly before creating the videos, you can economize on the development of your materials.

3. Take time away from the booth – This takes preparation because you need the staffing to cover you when you step away, as well as to decide how to use your precious time. Get clear on your priorities so you can visit booths of prime prospects and competitors first. Make friends with your neighbors and take time to attend sessions where your prospects are speaking or might attend. And in general, talk to everyone to meet new people and make new friends. Whether in line for coffee, lunch, the restroom, or sitting at a training session or on the escalator…talk to the people around you. This is really the best way to take full advantage of your networking opportunities. Someone you struck up a conversation with is much more likely to stop when passing your booth on the show floor—and even if they aren’t a prospect, you never know WHO THEY KNOW. Once you have accomplished your goals, definitely take time to roam and get inspired by ideas and connections that hadn’t yet occurred to you.

2. Ask for what you are looking for – While many people might consider it too forward or rude, you will not get what you want if you don’t ask for it. This is what separates the effective business people from the ineffective ones. Write down exactly what it is you want your new contacts to know and what you are asking them to do. Make sure you relay it often and to everyone in a professional way. Again, be assertive, not aggressive. If you are unclear with yourself about what you want others to do, they will not know how to help you even when they are willing. Practice your points until you have them memorized.

1. What do YOU have to offer – This seems like a very obvious instruction, but you would be surprised how few people actually express clearly what they are offering. Remember that industry events, especially trade shows, are jam-packed with influential and busy individuals. You want to talk with everyone you can. Because you never know if they have the means to help your business in a variety of ways. And remember, common courtesy goes a long ways! You may not be as well-known as many of these folks, but you are important too. You need to be very clear about what you have to offer, so that you know exactly what you bring to the relationship. Conversations with high-ranking execs will go must smoother when you know exactly what you have to offer them. It’s important to have a realistic and dynamic vision of what you bring to the table, so that moving forward you aren’t wasting anyone’s time, including your own.

There is still time to register for ‘Marketing Your Art, Characters, Designs & New Brands through Trade Shows,‘ which begins today at 10 a.m. PDT. If you can’t attend today, you will receive an MP3 audio file and 80-page PowerPoint presentation at the conclusion of the class. For more information and to register click here.

Note: This article ran originally in the Licensing Expo Newsletter. All Art Licensing will be available at the Resource Center in the Art + Design zone Booth #C-13 where I will be reporting on deals and events, assisting attendees in navigation of the trade show, providing free expert licensing advice and supporting the Art + Design category exhibitors. Hope to see you there!





Beyond the Booth – Top 10 Countdown – Making the Most of Your Trade Show Experience (Part 1)

21 04 2015

LE booth interaction at Resource CenterThis is Part 1 of a 2-part special blog, so watch tomorrow’s to read the conclusion of the countdown.

Once you have your booth design completed, there is a host of other preparations to attend to. Actually preparing for the show and going ‘beyond the booth’ will assure that you have made the most of the time and money you invest in the show.

I know there are many of you who are just starting out or exhibiting for the first time and may not have thought of these, especially numbers #1 and #2 (in tomorrow’s post)! And for those of you who are seasoned veterans, it never hurts to skim and review good tactics.

If you aren’t sure whether you are ready for exhibiting at a trade show, or are exhibiting for the first time, definitely read my article below and seriously consider joining my class tomorrow. ‘Marketing Your Art, Characters, Designs & New Brands Through Trade Shows,’ will help you maximize your investment. This class explains exactly how to make intelligent decisions about whether you are ready (OR NOT) to exhibit at trade shows, as well as how to choose the appropriate shows and what you need to do to go from ‘internal creative concepts’ to ‘creating external income.’

We will cover an invaluable checklist of 25 questions which MUST be answered BEFORE you should invest the time and money in a trade show and how to prepare for and exhibit at the shows and create marketing to drive traffic to your booth. I’m really excited to be offering this class. Even if tomorrow doesn’t work with your schedule you can register, ask your questions, and take the class at your convenience through our MP3 audio file and 80-page PowerPoint presentation. Here’s a link to our course schedule page to register and get more details.

Now…in two parts: Beyond the Booth – Top 10 Countdown – Making the Most of Your Trade Show Experience

10. Make the most of your time – This takes planning and organization before the show. Create a list of goals to be completed before the end of the event. It should include people you want to see, booths you want to visit and educational sessions that are important to attend. Think about your overall goals and the people who can help you achieve them. Then I recommend looking at the exhibitor’s list for those who could be potential strategic partners, affiliates or licensees, as well as gathering information on your biggest competition.

9. Schedule appointments before the show – You will need to cull your existing lead list, as well as review the prior and current exhibitors lists for the show you are attending. If you know of companies important to building your business then find their contact information. It never hurts to introduce yourself and ask if they are attending the show. It is essential to prioritize the lead lists, so that you can request and schedule appointments with the companies which are most important to you.

8. Create specific goals for your meetings – In addition to your overall goals, you should prepare specific goals for each of your individual meetings so you will be well prepared to make the most of them. I strongly suggest if possible to research the businesses and people prior to each meeting and customizing the presentation when appropriate.

7. Prepare your content – Once you have created a compelling booth that tells a story, make sure you have the content—the ‘goods’—to back it up. Have collections, stories, scripts, designs, images that are immediately licensable. If you are a ‘concept booth,’ prepare as much content (television scripts, book manuscript, style guide imagery, etc.) as you can to show prospective licensees what they would be licensing from you and why a partnership will be profitable.

6. Take the conversations as far as they can go – Make sure that your homework includes writing down and practicing the questions which will move deals forward. This is especially important for the meetings with people you have already met with or spoken to prior to the show, and are now renewing or continuing the conversations. For the new contacts, most trade show attendees will usually give you 5 minutes or less of their time. Create and be prepared to share a VERY brief presentation, and then listen (DO NOT TALK YOURSELF OUT OF THE SALE)! As a rule of thumb, let them lead the discussion—be present and assertive, never aggressive. Then…you can ask questions to move things forward and make sure, as your potential customer leaves the booth that you have defined and agreed upon the next steps.

Note: The countdown continues tomorrow with the top 5 ways to make the most of your trade show experience.








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