Pre-show objectives

Gift shows are the single best marketing tool available to wholesalers today. Exhibitors will see more qualified prospects at gift shows than they would ever be able to see in that same period of time, anywhere else. It is important however, to define realistic expectations and objectives and develop the tools to evaluate the return on your investment (ROI).

Suggested Objectives for New Exhibitors

• Assess marketability of your product
• Build representative network and distribution for between shows
• Generate qualified leads, hot leads and inquiries
• Get to know your competitors
• Introduce new products, broaden product awareness
• Make direct contact with decision makers
• Obtain press attention
• Write orders

How to Evaluate the Show:

Sales
On-site, with all the focus on moving in and setting up, it is essential to make the transition to SELLING. You and your staff should be professional, friendly and engage any buyer who expresses a verbal or non-verbal interest in your product. Buyers appreciate the attention and are more likely to buy in a comfortable environment. The booth that is buzzing with activity is one of the biggest attention getters!

Media
Industry and mainstream press frequently take advantage of the Gift Show^® environment to look for new products and to cover industry trends. The California Gift Show^® maintains a Press Room on site where we encourage you to leave media kits for prospective journalists. When your product is featured in a publication and the phone starts ringing, the value is "priceless." Look in our website for tips on how to create an impressive press kit.

Feedback
Gift shows are a great opportunity to deal directly with decision makers. How your products are received in the wholesale market sector is invaluable information. This will help you define your market niche, product development strategy and overall business direction.

Measuring Your Success
It is essential to be able to measure the return on your investment (ROI). Sales, leads and contacts can be qualified immediately. All leads and contacts generated at the show have tremendous potential and we recommend that you establish a consistent follow-up campaign:

• Track where leads come from and the revenue they generate.
• Evaluate immediately after the Show and then in 3 months and once again 3 months later. This allows you to review the follow-up progress on leads.
• You may be pleasantly surprised to find that the revenue generated from the Show has dramatically increased!

Statistics
We encourage you to set realistic goals. A few statistics to keep in mind:

• Industry surveys and feedback from veteran Gift Show^® exhibitors indicate that it can take up to 3 Shows to establish yourself in the market and realize the Show's full potential.
• Trade Show Bureau (TSB) statistics show that 50% of show orders are placed in the 6 months FOLLOWING the Show.

Qualified Buyer (QB):
A qualified buyer is an individual/organization that provides credentials that show an active business with relevant trade affiliation to the marketplace.

QB Credentials Include (at least one):

• Retail business license or resale tax certificate
• Imprinted business check, white or yellow page business phone listing,
• Lease agreement for commercial space,
• Current purchase orders showing at least $5,000 in wholesale purchase,
• Photo of retail store front

QB Examples:
Retailers, Distributors, Importers, and Interior & Set Designers.