Value & Variety
Encompassing the Upper & Lower Levels of the Las Vegas Convention Center, Value & Variety is the place to go for the best VALUES on apparel, convenience items, household and outdoor goods, electronics, military & personal security merchandise and SO much more. The selection of merchandise will impress you, the prices will delight you.

Gift & TOY
Looking for incredibly priced, margin building gift, toy & novelty merchandise that allows you to wow your customers and make a profit? Then, start at the Lower Level of the Sands Expo Center because ASD Gift & Toy has everything the savvy gift retailer needs for success!

Jewelry
Now, adjacent to Style & Beauty on the Sands Expo Center Upper Level, ASD Jewelry caters to the buyer who is looking for supreme quality on fashion and fine jewelry to sell at a pricepoint that consumers will be happy with and make an impact on your bottom line.

style & beauty
Located in the Upper Level of the Sands Expo Center, Style & Beauty features the latest in affordable fashion accessories, health and beauty aids, and travel accessories.

But with economic recovery still in progress, all of the individual expenses that come with attendance appear to add up to one costly marketing strategy. Still, with each expense also comes their one ways to save, while still increasing your return on investment (ROI).

Your Display
First, the cost of your trade show display should not empty your wallet. If you plan to attend just one trade show this year, look into renting a display instead of purchasing. But if you attend to showcase at more, a modular display with a number of visual options will end up being more cost-efficient.

Whether you choose to rent or purchase, opt for a display made of today’s lightweight options “The big thing with lowering costs is starting at the beginning,” said Adam Brodsley, co-founder of Volume, Inc., to Tradeshow Week. “Overall, one of the big things that affects everything from beginning to end is a lighter-weight exhibit.”

For instance, Volume, Inc. offers sustainable mesh made of recycled bottles, which can drop the cost of display fabric from $120 to $30 per square foot. Evaluating your technology can also help you cut costs while still providing visual interest, as it offers the smaller flat-screen option. Either way, lightweight options can still offer eye-catching results, thanks to many options and perhaps money spared for graphics.

Your Promo Campaign
Of course, your presence at a trade show will never result in profit if no one knows of it. These days, increasing traffic at your trade show booth can cost very little thanks to possibilities offered by the Internet. And while your e-mail newsletter can certainly get the word out to your loyal customers, hosts like PRWeb circulate the news to the world beyond.

If you can budget less money but more time to prepare, try sending such a release to individual trade show press. The key to seeing your story published is to make it newsworthy – and to to this, note how new products and services will be demonstrated at your display.

Your Giveaways
Showering trade show traffic with giveaways could either have its momentary or lasting rewards.
Some – like pens, notepads, and itty bitty toys – may appeal to attendees at first, perhaps solely because they are free. But with such giveaways, attendees may not even remember why your products and services are worth purchasing.

Above all else, trade show experts recommend creating booklets that explain your products and services. Such can be used as reference materials long after the trade show ends, and any leftovers can even double up as direct mail marketing.

No matter how you decide to cut your expenses, remember that how you treat this year’s trade show could either convey a priceless message or cost you dearly. Forego a trade show you would normally attend, and prospects or competition may end up questioning your business’s wellbeing. On the other hand, attendance – even on a smaller scale – will show that you know how to run business as usual.

At the upcoming Las Vegas Market, they will demonstrate how and why retailers also need to explore the customer’s point of view – though this time, to maximize any store floor’s potential, in “The Science of Shopping: Staging Your Showroom to Sell.”

The seminar will go more in depth into the advice they address in Craftrends Magazine and their blog. Attendees will learn about a number of terms the pair use frequently – Power Walls, Speed Bumps, and the Decompression Zone – that also carry parameters to create the ideal store front, with a path drawing consumers to more merchandise.

“From the parking lot to the back door, every single portion of the sales floor will sell if you set it up right,” Bender said.

Attendees can also receive a free one-on-one consultation via telephone, once they e-mail photos of their store. This offer, Bender says, has long been a part of the pair’s mission to get store owners to pay attention to more than just price.

“We are moving on to a new phase of consumerism. The consumer is looking at different things, like how the store looks,” Bender said. “Your sales floor is the biggest marketing place you have – it screams who you are.”

Tuesday, Feb. 10, 2:30-3:30 p.m. World Market Center Las Vegas, 495 S. Grand Central Parkway, Las Vegas, NV 89106. Call 1-888-416-8600 or visit www.lasvegasmarket.com.

• Who: Barbara Wold
  What: “How to Prosper During a Slow Economy”
  When: Jan. 17, 10 a.m.
  Where: California Gift Show, at Los Angeles Convention Center. 1201 S. Figeoroa St., Los Angeles, CA 90015.
  Why: She is an international speaker to retail and consumer spending, who has earned praise from Sketchers, BMW, and the International Council of Shopping Centers. You are a retailer who needs to inspire a consumer to buy even in today’s economy. In this seminar, rediscover what Wold calls your USP, or unique selling proposition, and learn how it can rejuvenate your retail business, from the inside out.
  Call 213-430-2300 or visit www.californiagiftshow.com .
• Who: Mike Todaro
  What: “How U.S. Retailers and Brands Can Reengine Their Supply Chain”
  When: Feb. 3, 3 p.m.
  Where: Texworld USA, at The Javits Center, 655 W. 34th St., New York, NY 10001.
  Why: As one of two directors leading the American Apparel Producers Network, Todaro oversees hundreds of companies manufacturing textiles on an international level. What he has observed: as U.S. retailers deal with excess inventories, the country’s textile supply chains are adapting, becoming a “source of innovation, differentiation, and speed to market.”
  Call 770-984-8016, ext. 411 or visit www.texworldusa.com .
• Who: Joel Makower
  What: “Profits and Pitfalls of Environmentally Responsible”
  When: Thursday, March 5, 1 p.m.
  Where: Natural Products Expo West, at Anaheim Convention Center. 800 W. Katella Ave., Anaheim, CA 92802.
  Why: For every environmentally conscious business owner, Makower is sure to serve as a muse. As executive editor of GreenBiz.com, he has become a renowned expert on commerce with such a cause – and therefore, is more than qualified to lead this seminar on how to align business and environmental goals.
  Call 1-866-458-4935 or visit www.expowest.com .

What other interesting trade show seminars have you heard of?

And for Don Browne, the statement that clothing can make is a little beyond personal. As marketing director and publisher of the Off-Price Specialist Show – from August 23 to 26 – he believes that consumers are not just buying into trends. He saw them buying more into off-price, marked 20 to 70 percent below the original manufacturer’s wholesale price.

“The off-price market is continuing to grow, not in spite of the economy, but because of it,” he said in a phone interview.

Off-Price offered tours, pre-show guidebooks, and exhibit directories to over 10,000 buyers navigating through nearly 450 vendors’ worth of off-price apparel – a great expansion from the few hotel rooms the show occupied 13 years ago. Much like the international MAGIC fashion tradeshow, the buyers at the Sands and Expo Convention Center flocked most toward accessories and handbags: the bigger and bolder, the better.

This lone Fashion Week source of off-price merchandise may have attracted less than ten percent of its apparel buyers, but the numbers of people attending and vendors showcasing are still consistent, Browne said. The prices also remain low. Capico Accessories, a San Francisco-based retailer, offered to buyers a pair of $300 Dior sunglasses for $75 – worthy bait of brand-hungry shoppers hunting in a dire economy.

“Everyone’s looking for that one great item that’s going to make their season and develop a reputation for their business. We are their New Deal. We are that solution,” Browne said.

The show also continued to emphasize that off-price is not always synonymous with low quality. As they first did in February 2007, merchandising students of the International Academy of Design and Tech, Las Vegas campus, became shoppers dashing to put together a trendy ensemble – for mannequins and for Browne, an advisory board member at the school.

The “Look for Less”-esque hunt is a part of the company’s T.O.P.S. (The Off-Price Show), or “This is Off-Price” mantra, which the company bestowed upon itself last year to prove that trendy ensembles exist at below-wholesale prices. True to its mission, Browne watched buyers leave the show with the same products featured on the mannequins.

“People have this perception of off-price, and then they see T.O.P.S. and think it’s a different show,” Browne said. “It established that we’re not just the promotional stuff, or the ill-fits. It demonstrates now that we have something for everyone.”

February 2009’s Off-Price Specialist Show will be held in the Venetian ballrooms. There, while also a shuttle bus stop for MAGIC buyers travelling to the Las Vegas Convention Center, Browne hopes to catch the eyes of even more buyers not yet exposed to the off-price option of Fashion Week.

“We’re right here,” he said. “You don’t have to go much farther.”

* Make sure you choose a trade show relevant to your product and company.
* Take advantage of any early-bird offers that you may be eligible for. This can save on everything from hotel costs to car rentals, if needed.
* Make sure you read all the materials sent to you carefully. You need to know if there are any special by-laws that you should be aware of, since each state usually has its own. This includes labor laws if you’re using local workmen and working hours.
* Make sure you have an affordable budget (and stay within that budget).
* Advertise your attendance with promotional material such as a press kit or press release. Ensure this goes out to the media team of the trade show itself and local news and trade papers.
* Let your customers and website visitors know you’ll be exhibiting by posting an announcement on your website and sending an email to your newsletter list.
* Use small free gifts to give to visitors to your booth. These can have your company name and website on it and will act as instant reminders to visit your site. Also, offer discounted prices for show visitors who then make a purchase from you.

Trade Shows for Attendees
It’s not just exhibitors that need to manage a trade show properly, though. Just as important is to know what you’re looking for if you’re attending as a visitor. After all, your company’s time is money and you don’t want to be wasting time with exhibitors that aren’t relevant.

* Make sure you try and attend relevant seminars and networking or group meetings. This will get you talking to the people that matter to you.
* Collect business cards instead of brochures – not only will this save you having to carry too much, it’s also an easier way to keep contacts.
* Speak to people outside of the main hall if you can – this will make it easier to hear what each other is saying.
* Chat to people at dinner, or when you’re getting food from the buffet. This is an excellent opportunity to strike up a conversation in a relaxed setting.

Although trade shows can be disconcerting and hard work, as long as you’re prepared for both angles (visiting and displaying), you can make them work to your advantage and increase your company’s profile for potentially less than an advertising campaign.

* Google: http://www.google.com/addurl/
* Yahoo: http://help.yahoo.com/help/us/dir/suggest/suggest-01.html
* MSN: http://search.msn.com.sg/docs/submit.aspx

By submitting your site to these search engines, you’re telling their website crawlers that you exist so they’ll index your pages – but don’t think this is where it ends. The next step to take in order to rank highly in the search engines is to optimize your site (SEO), which is a completely different article unto itself.

Advertise on search engines – With so much competition in the wholesale products industry, your website may never make it to the top of the natural listings. But that doesn’t mean you have to sit back and watch as your competitors are getting all the clicks. Advertising with a search engine’s pay per click (PPC) program allows you to display your ad for the specific keywords you choose, encompassing as much of your target market as you want.

You have several options in the wholesale industry, ranging from the major search engines (Google, Yahoo, and MSN) to wholesale-specific search engines like goWholesale .

Advertise in online directories – Whether your wholesale business caters to a specific product vertical or carries products from several categories, you’ll have the opportunity to advertise in various online wholesale directories. To get started, you simply need to type “wholesale directory” into Google’s search engine. You’ll see plenty of directories that you can add your website to. Then, you’ll want to make sure that you list your website with the vertical directories that cater to your particular niche market(s). For instance, if your website wholesales watches you’ll want to also search for “wholesale clothing directory” and “wholesale jewelry directory”.

Advertise and list with trade publications – Getting to know the publications that circulate within your industry is imperative if you are a wholesaler. It’s one of the best ways to hit your target market – when they’re actively searching for new products. You can find out which publications service your industries by doing an online search. After you have found the publications, you should ask each company for an advertising rate card, both for listings and ad blocks.

Trade shows – Attending trade shows can be a great way to show off your products and your business to interested retailers. You’ll be amazed at how many shows are scheduled throughout the year. While exhibiting, you’ll have plenty of opportunities to meet and network with buyers and connect with and learn from other sellers.

There are several places you can find trade shows:
* goWholesale Trade Show Calendar
* TSNN.com
* BizTradeShows.com

Of course, there are plenty of other ways to market your wholesale business, but these are examples are a good starting point. Be creative in your marketing ideas and think of ways of how your business and products can stand out from the rest. Then, promote your business and share with retailers the reasons why your business is different and, more importantly, better than other wholesalers in your industry.

Create a product binder – This is simply a three-ring binder with different colored folders for each of the product types you are interested in. Before you leave for the trade show, prepare a detailed product requirements sheet for each of the product folders. This sheet should look professional, as it can also serve as an addition to a purchase order. Your product binder should also include folders for: purchase orders (have several blank purchase order forms printed), contact information and business cards you will receive at the trade show, product sheets (that you will collect at the show), questions for suppliers (the questions will be covered next but once prepared, keep several blank sheets in this folder so you can fill them in as you talk with suppliers you are interested in purchasing from) and miscellaneous information. Taking a product binder with you to a trade show is one of the best ways to help you stay organized and avoid later having to sift through a sea of papers.

Prepare a question sheet – Once you find a product that you are interested in, you’ll want to sit down with the supplier to make sure that you are comfortable with the company and that they meet your requirements. Here is a list of questions you may want to include on your question sheet:

* What is the FOB Hong Kong price? That is the price including delivery to the port. You will then have to arrange for transportation from the port to your warehouse.

* What is the minimum order quantity? You’ll find that some suppliers will only sell in container sizes – 20′ or 40′; however, there are others who will agree to sell in smaller quantities – for an increase in price, of course.

* What is the lead time? With this question, you’re asking how long it will take for the goods to get to the Hong Kong port, once you place the order.

* What are your payment terms? Most suppliers will require a percentage of the purchase order total up front. Typically, this will be about 20-30 percent; however, if you are having the products or packaging customized, then the down payment could be as much as 50 percent of the order total.

* Do you offer OEM/customization services? If you wish to have your own logo on the product, or unique product packaging, then you can find out if and how a supplier is able to work with you.

* What quality assurance procedures do you have in place? If they mention a third party quality assurance company, you may want to ask for their contact information in order to double check the information.

* Have you exported to the U.S. before? If so, you should also ask: 1) May I have the contact information to some of your U.S. clients and 2) Do you have the certificates and approvals for this product that are necessary in the U.S.?

* Are you a manufacturer or a trading company? While a manufacturer actually owns the rights to the product and manufacturers it, a trading company is a representative for a manufacturer; many times a trading company will represent several manufacturers.

* Do you have an export license? If not, they will be able to go through an export company, though this may add additional costs to your product.

Placing a purchase order – If the supplier has samples at the trade show and the company was able to answer all your questions satisfactorily, you may decide to place a purchase order right at the trade show – many buyers do. However, if this is your first importing endeavor, you may feel more comfortable collecting all of your trade show information and then reviewing it once you are back in the office. In this case, it would be wise for you to order product samples from the suppliers you are interested in (you will be asked to pay for both the product and shipping). Or, you could ask a supplier if you can place a small initial order, lower than the manufacturer’s typical minimum order.

Attending a trade show in China is both exciting and overwhelming, but being well prepared and organized will definitely make your trip less stressful and more productive!

Don’t be caught up in the excitement of attending your first trade show. Do your homework first, have a plan, and then attend with confidence that you will meet your goals. If you don’t have a plan, you may waste money AND opportunities! It’s imperative that you attend a show with pre-determined goals and a strategy to achieve those goals. Otherwise, you might find out that your competition placed an order with an important vendor (that you missed!)

Keep in mind a few simple steps to achieve success.

Set Goals:

Determine the purpose of attendance. Why are you attending the trade show? Are you looking for new sources or new suppliers? Are you looking for "potential" new suppliers? Are you attending the show to get new ideas and inspiration for your product/service that you already sell? Are you looking for new ways to display your product, or more innovative ways to sell and distribute your product? Most businesses that attend trade shows have a combination of goals in mind. Just ensure that once you have decided on your goals, that you prioritize them.

For example, you are a clothing store and you are attending the show to find new suppliers for jeans. That is your number one priority. Your second goal is to source out new, but cost-effective, packaging ideas. Last but not least, your business is looking for new and fun window display ideas. (Obviously, there are no "windows" at the trade show, but there are plenty of innovative "booths" which can and will inspire you.)

Make a Plan:

Request a map of the floor layout from your trade show contact ahead of time, as well as a "catalogue." Read the list of companies (that will be attending the show) and high-light each company that may have product that will interest you. You will need to read the entire list thoroughly. If you are looking for suppliers of "jeans," look under clothing distributors, denim manufacturers, jeans’ apparel, etc., to ensure that all the suppliers are covered. If a supplier looks particularly interesting to you, call ahead and request more information or request an appointment at the show. (Some trade shows allow pre-appointments; some do not.)

Once you have determined which suppliers are a "must-see," high-light their location on the floor layout. You might want to "colour-coordinate" the plan. That is, first priorities are in green high-lighter, second priorities are set in yellow, and the booths that you hope to visit (if you have time at the end of the day) are coloured in red. Now, map out a route to visit each supplier.

In addition to your map of the floor layout, you will want to list the companies/booths that you wish to visit on a separate sheet, so that you can check as completed, for easy perusal later.

TIP: The time, the money, and the effort in attending a trade show are valuable. If the trade show is a three-day event, attend all three days. You will have time to attend the "new market area," and you can organize your schedule to include any of the available seminars. Attend the seminars – they are free and informative!

Bring Business Cards and Copies of References:

One of the most important aspects of a trade show are the number of contacts that you will acquire. Keep plenty of business cards on hand to give out freely, and in turn, request business cards and pick up plenty of brochures and catalogues of any vendors that are of interest, for future reference.

Keep in mind that when you do find product that you wish to order, the vendor or agent will request both a completed purchase form, and bank information and references. Prepare ahead! Create and complete an application form; list the pertinent information, and distribute when necessary. It cuts down on filling out forms, and reflects on your organizational skills! You can complete purchase orders ahead, also. Just bring multiple copies of both forms.

TIP: Prepare a list of three references and contacts. Use references that reflect favorably to your business – good terms, prompt payments, etc.

Bring Lunch and Wear Comfortable Shoes:

Most trade shows are held in convention halls or arenas and are vast in size. Lunch and snacks are offered at a number of cafeterias and kiosks that are located throughout the arena. From experience, I usually have found that the line-ups are long, and one can easily spend an hour or more just waiting to buy a sandwich. Also, tables are at a minimum. Why not plan ahead? Ask your hotel’s restaurant to make you a brown bag lunch and to add a couple of pieces of fruit. You will be able to save time at the show when you stop for a short break to eat lunch. An added bonus – save money!

Wear comfortable shoes – for obvious reasons!

Take Breaks to Re-Assess Your Plan:

Throughout the day, stop and take a break. Re-assess your plan. Take note of the vendors that you still must see. Allot your time. Be ruthless! If you are running out of time, re-prioritize your list. Ask yourself, which booth is a top priority? Who can I contact by telephone at a later date? Is a vendor visiting from another country? If so, is this a lost opportunity, if I don’t visit their booth today?

Keep Eyes Open and Mind Alert:

One of the most important aspects of a trade show will be your introduction to new trends and new ideas! You arrive at the show, get your bearings, and start walking down the aisles from one end to the other. (You have prepared a "map" of "must-see" booths, and you will follow the order of the plan.) As you walk through the show, you should be mindful of the displays, the signage, and the "buzz" that one booth might generate over another. If a booth has created a "buzz," stop and take note. Is it a new product? New trend? New display? Find out!

Have Fun:

Trade shows are informative, practical, time-saving, and FUN! Once you have attended a couple of shows, you will look forward to them. Trade shows are great places to gain information, to become aware of the latest trends, and to meet new friends.

Just remember one thing – plan ahead for success and make every minute count!

Finding Trade Shows:

It’s actually rather easy to find a list of trade shows in your area. One way is to simply search Yahoo or Google for a list of upcoming trade shows in your industry. However, if you don’t feel like browsing through the pages of content, visit a website that has the information for you. TSNN.com features some good information, and one of the best trade show list resources for the wholesale and retail industry is the goWholesale Trade Show Calendar . They have an organized, easy way of searching for them. If you still need more information, try speaking with other vendors and find out where they go. Most of the time, they will be happy to help you.

While At the Trade Show:

When you’re at the trade show, there will be a million things going on at one time. Your goal is to gain information on products , which ones are hot sellers right now, and to decide whether you will be picking up any new products. Here are some really great tips to keep your sanity and achieve those goals.

* Take plenty of business cards with you. This is the perfect place to hand them out. You want to get your name and info in front of people.

* Spend the first day or two getting to know what booths are up and what products are available. This will help you when you are really getting down to what you’re going to try and pick up or not. Go through the show directory (most shows hand these out to all attendees) and plan your course of action by highlighting the vendors that interest you most.

* Practice your pitch. A great key is to practice your pitch on the vendors that you’re not really that interested in. You have half a minute to get them interested. That’s why the pitch is so important. Use the first few days to practice, and you will be warmed up and ready to pitch to the vendors you are definitely interested in.

* Keep your eye out for the crowded booths, or the "buzz" from certain products. You want to know which ones are great sellers, and this is a good place to find out.

* Make sure you have cash on you. At the end of the show, the vendors will usually sell their floor samples and this is a great place to pick them up.

* Carry a bag or something with you to collect fliers, brochures, business cards and samples. Back at the hotel, you can sort through them and decide which ones are a definite no, a maybe, and a yes.

* Wear comfortable walking shoes!

* Get interested in the products you can actually see yourself carrying. It’s easy to lose focus and get really interested in a product that wouldn’t be very practical with your line.

Trade shows are a great resource for picking up new products and getting great ideas. Pay close attention, and follow the tips above to maximize your trade show results.