Paperclips

Write Here...Write Now!

Fall is finally here after a substantial Indian summer on the east coast and a treacherous weather pattern west of the Mississippi. I sincerely hope it is the start of a great season for you personally and professionally.

This issue of Paperclips is For Exhibitors Only, to talk shop with you about the variety of opportunities (marketing, branding, sales) that the National Stationery Show® (NSS) provides – and how to get the most out of your investment of staff time and money. While it may strike you as early, thinking about this now is key to realizing great results. NSS is once a year, for four days, 1980 minutes. Making every minute count is what this issue is about.

“If I build it, they will come” is much too passive an approach, yet many companies sincerely believe this to be true. Yes, we – the NSS team – will build the marketing environment and you will build a fantastic booth. And we – the NSS team – advertise, direct market, emarket and telemarket to inspire attendance. But, today, exhibitors have to take action to create excitement around their participation in this powerful customer relations and business development opportunity.

So this issue will give you lots of tips, suggestions and resources to get your creative juices flowing. Be proactive. Think strategically. Be inventive, creative and enthusiastic

If each company in NSS motivated just 5 new buyers to attend, there would be 7,000 more buyers on the Show floor. Let’s work together to bring down the house in May 2008!

Go get ‘em,

Patti Stracher
Show Manager
patti_stracher@glmshows.com


	SMART Goal Setting
	Companies new, old, large and small exhibit in NSS. First on my suggested list – regardless of your size and years in the business -- is to sit with your sales and creative teams and set SMART goals. SMART = specific, measurable, action-oriented, realistic and time targeted. I recommend you do this in early February. Below is an example of the process: Goal - Schedule and confirm 10 appointments per day with prospective accounts. *Action step #1: gather your mailing list and load it into your computer. You’ll need to mail roughly 1,000 invitations to meet your goal of 40 appointments. Action step #2: design or select an invitation that reflects your brand and image. If you have a picture of your booth, you might want to create a postcard-style invitation. Compose text that is personal and enticing. “Package it Chic announces the debut of its winter opulence line of gorgeous organza ribbon. We cordially invite you to see the collection during the National Stationery Show in booth 1234.” The printed invitation should include a contact name and phone number (“We’d love to hear from you …”), as well as complete company address and website information. Include show dates and if possible, the show’s website so that your customers can easily access information. Remember, stationery ends in Ery! Action step #3: Hand address the envelopes for the most personal presentation. Invitations should mail 6-8 weeks before NSS, so you have time for telephone follow up. Action step #4: Establish the appointment schedule and staff person who will handle the in-booth meeting. Action step #5* Assign staff to make follow up phone calls. These calls should be made 3-5 weeks before NSS. The meeting schedule should be on hand when the call is being placed. *Action step #6*: Send thank you notes to all who have confirmed and reiterate the time, place and your booth number. The thank you notes and the envelopes should be handwritten. Here’s a tip: provide a cell phone number for them to reach you when you’re in NY.

Get the Word Out!

Letting people know that you’re participating in NSS may seem obvious, but it is so often overlooked. And, it’s so simple to do! Everyone with whom you do business should know that you’re exhibiting in NSS. I suggest that you promote your booth number on every piece of outgoing print and electronic communication that is directed to your existing and prospective customers, your Reps, distributors, the press, vendors etc.
Include this on:

Invoices
Bill stuffers
Ads
Direct mail
Holiday cards
On the signature line of your company-wide emails
On your website and your blog
If you have muzac on your company’s hold button, add “be sure to see us at the National Stationery Show in booth 1234”

You should begin to do this in January. This means you’d say “See Us at the National Stationery Show in Booth 1234” steadily for 5 months. And, to make it extra convenient for everyone (provided you have the space), I suggest you include the web address – www.nationalstationeryshow.com so they can arrange their travel, register for seminars and events, etc.

I mentioned Manufacturers’ Reps in your outreach, because they need to be kept in the loop on your sales and marketing activities! Reps are an extension of your business, of your brand. It is often the rep who maintains the relationship with the buyer or prospective store. Urge your reps to come to the Show to take part in your sales meetings and to work the booth. Sales meeting you say? Yes! Hold your national sales meeting at the Show either in a meeting room or in the booth. This provides an excellent opportunity for you to bring the whole sales team together from across the country, educate them on your new products, and provide them an opportunity to learn from each other. You can book meeting space through the NSS Team.

Why vendors? As a convention of the industry, it’s valuable to have your vendors see aspects of your business with which they might be unfamiliar. By understanding the totality of your business, they can serve you even better. As an aside, you may have a vendor that should exhibit in The Supply Side. If this is the case, please jot Kelly Bristol an email and she’ll contact them ASAP.

The Trade and Consumer press from all over the world attend NSS to report on what’s new and different – and who’s doing it. So, in advance of the Show, inform the Trade press by sending press releases with photos to augment your story. The Trades have early deadlines – generally two months’ lead time for print. But, trade e-newsletters have much tighter turnaround times, so your news can get “e-play” readily. Click here to access the basics on how to prepare your materials or press attention. And click here to receive contact information for the trade pres.

	New Exhibitor Webinar Series
	We’re excited about the launch of a series of webinars in February and March designed for new exhibitors in particular, to help you get ready for the Show. We’ve got you covered in three distinctive areas: Marketing, Operations and Display. Participation is easy, and the only thing required is a phone and computer to plug you in. Look for more details early in the year. The February 12th Marketing program, will cover promotion before, during and after Show. Operations is the subject of the March 4th Webinar. It will address a range of topics, such as the Exhibitor Service Manual, shipping, move-in/move-out, electrical matters, labor and more. And, on March 25, 2008, the important topic of Booth Display will be reviewed. Discussion points will include booth theme, use of color, visual merchandising,/product positioning, signage, lighting and more. You’ll be able register for these webinars on-line. Stay tuned for more information early in the year.


	And, Finally...
	NSS Marketing Manual – Launches on line early in the year (we’ll let you know when it’s ready for viewing). It is chock-full of ideas, opportunities, programs and services we extend to you, our customer, to enhance the productivity, fun and success of your show. Many programs are free to participate, leverage each and every opportunity that makes sense to you! Those that cost money, for instance, the Buyers’ Card Pack or Kiosk Rentals offer high impact at a value price. I recommend you assign a staff person to read the manual in full and make recommendations to you. NSS Exhibitor Service Manual – This is the key to smooth planning. It provides the all kinds of details about the logistics side of the equation and points you to important rules and deadlines that will guide you. It is really important to take the time to review it – even if you’ve been in the Show forever – there is always something new. Look for this also early next year. Add your staff to the Paperclips Subscription List! Click here to add your staff, customers and others who would enjoy receiving Paperclips to our subscription list. All we need is a name and email address and we’ll be sure to include them in future issues. In the mean time, please forward this liberally within your company – remember it’s for exhibitors only – so that everyone in the company is on the same page. Have you read NSSGirls? Read our weekly blog, which posts on Thursdays, at www.nationalstationeryshow.blogspot.com. I hope you’ll post comments, too.


	For information on exhibiting or attending, go to www.nationalstationeryshow.com Lock in the best hotel and travel rates now with Travel Planners, our official travel partner. Email your dates and preference to res@tphousing.com.