A Guide for New Exhibitors

Note: This informative Guide is not the exhibit space application. To apply to exhibit, click here.

We're delighted you will be exhibiting for the first time at the National Stationery Show! To help you plan for the Show, we compiled this information based on questions that are frequently asked of the National Stationery Show team members.

Although this information is geared toward companies new to the industry, we hope it will benefit all exhibitors. The National Stationery Show team is here to help, please feel free to give any of us a call.

For your reference, this guide is organized in the following manner:

1. Before the Show

1. Building Your Product Line

2. Setting Goals

3. Pre-show Promotion

4. Public Relations/Publicity

5. Operations and Logistics

6. VISA Information

7. Wire Transfer Form

8. GLM Official Policy Visa Denial

2. At the Show

1. Pricing Your Products for Wholesale

2. Getting Paid By Your Customers

3. How to Set Minimum Orders

4. Promotional Literature

5. Salesmanship

6. A Wholesale Market

7. Manufacturers' Representatives

8. Networking

9. Visit Other Markets to Grow Your Business

10. Show Close

3. After the Show

1. Follow-up

2. We Want Your Feedback

4. The Next National Stationery Show

5. The National Stationery Show Team Contact Information

6. 100 Free Labels – Order Form

Building your product line
Greeting Card Publishers: "How many cards do I need to design in order to exhibit?" There is no one answer to this frequently asked question. However, we do have some advice to offer you. You will need to have enough product to keep buyers in your booth long enough to make a sale. While buyers may not be thinking of filling an entire rack with just your cards, they will want to see a good variety and have the opportunity to choose what they believe will work in their stores. Make sure you have enough to offer them. In our opinion, ten cards are not enough. Fifty cards, or more, provide plenty of diversity and options for most buyers.

Manufacturers of other Products: Be sure you have the inventory to attract buyers into your booth. If you only have one product to sell, you will have a harder time attracting buyer interest. Take your creative idea and expand on it. Produce magnets, notepads, pens, key chains, frames, prints, journals, calendars, gift bags and more all using the same great idea. By expanding your idea to different items, you have created a coordinated product line that will give you a greater opportunity for sales.

Setting Goals
Trade Shows are the single best marketing tool available to wholesalers today. You want to be sure to take full advantage of your time spent at the Show, and come away with a sense of accomplishment. It is extremely important to set clearly defined goals for yourself before you exhibit. Set realistic expectations and make sure you will be able to measure your success.

Here are some suggested goals:

• Assess marketability of your product
  Perhaps you've test-marketed your product with neighbors and friends. The National Stationery Show offers you a great opportunity to talk with store owners from all different regions of the country about your product.

• Build your prospect list/Generate qualified leads
  While on-site, you will speak with many buyers. Keep track of who you speak with, regardless if they place an order with you. Always ask for a business card of a potential customer.
  
  At the Show, you may discover a segment of the industry to add to your prospect list. Did 20 florists approach your booth at the Show? Perhaps this is a buyer category where you could devote more of your attention. Talk to the buyers who stop by your booth – ask them questions. Learn the demographics of your customer or potential customer base.

• Get to know your competitors
  Exhibiting at the National Stationery Show provides you with an excellent opportunity to see what your competitors are bringing to the market. Plan to have a colleague staff your booth to allow you time to walk the Show yourself so you can see other exhibitors, their booths and their products. Please note that you should never enter another exhibitor's booth without his/her permission. Also, taking photographs of someone else's booth is strictly prohibited.

• See industry trends
  While you walk the Show, you will undoubtedly note a few hot trends. Get inspired by what you see and start thinking about your future designs.

• Introduce new products and broaden product awareness
  Many exhibitors use the National Stationery Show as their platform to introduce new products to the marketplace. New product launches create a sense of excitement, and buyers are usually looking forward to placing orders for "what's new."

• Obtain press attention
  Press coverage can help create a buzz around products – helping to boost sales. The National Stationery Show attracts a good number of members of the press from a wide variety of publications – both industry and consumer. The press attend the Show seeking trends, new products and new exhibitors.

• Write orders
  If you set a goal to write orders, be sure to define your goal and keep it realistic. As you write orders with customers be sure that you will be able to fulfill the orders within the timeframe the customer asks to receive shipment.

• Build representative network, distribution between shows
  Manufacturers' Representatives, or "Reps", are a sales force that can help you keep your products on the shelves of stores between shows. Reps attend the National Stationery Show to find new resources and to meet with existing clients. You may want to consider working with Reps to keep your sales strong all year long.

• Source new vendors to help you produce/package your product
  Use your time at the Show to your best advantage. GLM has created a marketplace for you to not only sell your product, but to find new resources to help you produce and package your products. From designers, to printers, to box companies, we've brought it all to New York to help you maximize your trip. Read the section called "Visit other markets to grow your business" for more details.

Pre-Show Promotion
Pre-show Promotion will enhance your participation in any trade show. Do not assume that you do not have the time or money to do anything other than preparing your booth and getting your product to the Show. Yes, some promotional programs are costly and time intensive, but some are not. We try to present you with an array of programs that can fulfill your various needs.

Consider implementing any or all of these methods:

• Telemarketing

• Advertising – there are various options:
  Industry publications, (see more details below under, "Public Relations/Publicity")
  The Official Show Directory, STATUS. Aside from the free listing all exhibitors receive in the Show Directory, you may also choose to place an ad in this year-round resource. Advertising information is sent to all exhibitors in early January.

• Direct mail to your prospect list

• Direct mail to previous NSS attendees – You can rent the NSS attendee list for a mailing that promotes your participation in the Show. Details are located in the Marketing Manual, which is available in early January.

• Send a postcard to 100 buyers who attended the last NSS. New exhibitors to the NSS are offered this exclusive opportunity. We will send you 100 buyer names on labels – at no cost. Use the form located at the end of this packet to request your free labels.

• Value Added opportunities - place your product in the lobby in a kiosk, include a card in a coupon mailer to all NSS buyer registrants – there are numerous opportunities. Go to the Value Added portion of this website or call Kelly Bristol at 914-421-3228 for more details.

• Sign up to participate in the Best New Products Awards Competition and the New Product display. Simply enter a new product in the competition and it will be part of the on-site display. There is no entry fee – this is free exposure. Details are in the Marketing Manual.

• Look for the Marketing Manual which is available on-line in early January. The Marketing Manual lists other programs in which you can participate to promote your presence in the Show.

Public Relations/Publicity
A good way to gain attention for your product is to let the industry press know about you before the Show. You can inform the press about your company and its products by sending a press kit.

In addition, you should have a press kit ready for any members of the press who are interested in obtaining more information about your company, its products and sometimes company founders and/or designers. Have them available in your booth and also place them in the on-site Press Center. GLM recommends that you bring 25-30 press kits to the Press Center when you arrive. They will be placed on the press racks available to all visiting members of the media to read through or take with them. The racks are organized by the sections of the Show.

GLM has written the very easy-to-follow "Guide to Public Relations," which shows how to put together a press kit about your company and answers frequently asked questions about public relations. To access GLM's "Guide to Public Relations" please go to www.glmshows.com/press/guidetopr.htm.

Where to send your Press Release and/or Advertise
The National Stationery Show team is often asked for a list of trade publications in our industry. The list below is by no means a complete list of industry publications, nor does it represent any endorsement of publications by the NSS. However, it does include a sampling of publications that cover news in the industry.
Retailers read these publications to find new companies and products and to follow trends.

Creating Keepsakes Scrapbook Magazine
14901 Heritagecrest Way, Bluffdale, UT 84065-4818
www.creatingkeepsakes.com
Published: Monthly
Consumer Magazine

Gifts & Dec
360 Park Avenue South, New York, NY 10010-1710
www.giftsanddec.com
Published: Monthly
Trade Magazine

Giftware News
20 West Kinzie Street, #1200, Chicago, IL 60610
www.talcott.com
Published: Monthly
Trade Magazine

Giftbeat
317 Harrington Ave., Closter, NJ 07624
www.giftbeat.com
Published: Monthly
Trade Newsletter

Giftshop

195 Hanover Street, Hanover, MA   02066

www.giftshopmag.com

Published: Monthly

Trade Magazine

Greetings etc.
4 Sheridan Lane, Ringoes, NJ 08551
www.greetingsmagazine.com
Published: Six times a year
Trade Magazine

Party & Paper Retailer
PO Box 128, Sparta, MI 49345-0128
www.partypaper.com
Published: Monthly
Trade Magazine

Pen World
3946 Glade Valley Drive, Kingwood, TX 77339
www.penworld.com
Published: Bi-Monthly
Consumer Magazine

Scrapbook Retailer

236 Historic 25th Street, Ogden, UT  84402

www.scrapbookretailermagazine.com

Published: Monthly

Trade Magazine

Selling Christmas Decorations
3 Oxford Road, Goshen, NY 10924
www.sellingchristmas.com
Published: 4 times per year
Trade Magazine

Souvenirs, Gifts & Novelties
112 Androssan Ct., Box 5398, Deptford, NJ 08096
www.souvnovmag.com
Published: Monthly
Trade Magazine

Operations and Logistics
Setting up, getting your freight into the building, designing your booth display... the operations and logistics associated with exhibiting can be intimidating. As we near the start of the Show, George Little Management's Operations Department will be ready to assist you and answer any questions about shipping, booth design, building rules, etc.

GLM has designed a comprehensive manual to help you understand the process and procedures of exhibiting. This is called the "Set-up Manual" and it will be available on-line to you in the spring. Go to www.nationalstationeryshow.com/setup to read the set-up manual online. Depending on when you go to this link, you will either see the previous Show's manual for your reference, or the current manual which should be on-line by the end of February.

Booth Display
The basic booth package includes: 8-foot high white, non-opaque draped back and side walls, booth sign, chair and wastebasket. Following is a photograph of what a 10x10 booth space looks like.

At the Show, the side walls are in common with the neighbor. Following is a close-up view of the pipe (which is approximately 1 1/2" in diameter):

The booth design is entirely up to you. This is a creative industry, and most exhibitors like to communicate their company and product identity through their booth display. This results in a very colorful and energetic Show! Visit our web site to see how some exhibitors displayed their products in the smaller sized booths at the last National Stationery Show: http://www.nationalstationeryshow.com/content/gallery/single.htm. Please refer to the Set-Up Manual for information regarding height and size limitations and flame proofing requirements.

We highly recommend that you plan for floor covering in your booth, as the exhibit space floor is made of cement. You will spend much of your time at the Show standing in your booth and you will want the floor underneath your feet to be as comfortable as you can make it for you and buyers. Also, some booths have electrical ports in them that are not noticed once covered. (Booths with electrical ports are indicated on the floorplan you received with your contract). Here is what an electrical floorport looks like with wires, and before the exhibitor installed the carpet.

You can integrate floor covering color with your booth display. Carpet can be rented from Freeman Decorating, or you can bring in your own floor covering. If you plan to bring your own floor covering, before finalizing your decision, please consult the Set-Up Manual for information on labor regulations.

Display Tips
GLM has compiled a list of top display tips to help you show your products effectively. To read our tips, please go to www.glmshows.com/press/display.htm.

VISA Information

Contrary to some reports, the United States is "import friendly" and encourages visitors here for tourism and more importantly, for business.  It is important in most cases, however, you will need a visa to apply for entry into the United States.

It is your responsibility to ensure you apply for and receive a visa if the United States requires it for entry from your country. It is not complicated if you follow the rules and, while not qualified experts, we have tried to give you advice below that will assist you in this process.

You must apply early at the US Embassy or Consulate Visa Office, we recommend 90-120 days prior to your trip. Consular officers know trade shows set dates well in advance, so a professional business person would not leave it until the last minute to apply.  The later you apply, the less chance you have of being successful.

You will need a letter of introduction from us to take with you on your personal interview.

We can supply you with a letter on show letterhead confirming your participation and payment, but we will need to have received your full deposit and signed exhibit contract.  You will also need documentation to prove that you have a valid reason to visit the country. This should include a copy of your booth space contract signed by both parties and an invoice showing you have made all your payments on time.  Note that interviews will last only a few minutes, so make sure you have your records ready and in order.

It is also imperative you show solid reasons why you must return to your country after the show has concluded.

Make sure you show records of previous visits for business abroad to trade shows, but particularly for the United States.

Consular officers are under no pressure to grant a visa, in fact quite the opposite.  If there is any doubt in their mind, they will refuse your request.

If refused, you can always reapply, but each time you will need to supply more supporting information than at your previous interview.

Do not attempt to have too many people from the same company apply for visas.  Consular Officers know that a 10 ft. x 10 ft. (3m x 3m) booth is small, and if more than three people apply for one booth, they will all be rejected as there will be suspicion that a whole family is trying to enter the country.

Pricing Your Products for Wholesale
We are often asked about this, but due to the nature of the business and the diversity of product in the market, we have to leave the answer with you. A good rule of thumb is to follow your instincts and know where your profit margin will be in setting your prices for the wholesale market.

Retailers will generally double the wholesale cost in pricing for the customer. You may suggest a retail price, (this is often referred to as the "MSRP," manufacturer's suggested retail price), but retailers will often make their own determination based on their customers and their own profit margins in setting prices.

Getting Paid by Your Customers
You will set your terms, or meet the terms of your customers. It is common for a company to expect payment within a certain time frame after the order has been shipped, (for example, "net 30" means you are to be paid within 30 days).

Include an invoice with your shipment, and the buyer should send you a check within the specified time-frame. Some exhibitors in the National Stationery Show accept credit cards. If you are not set up to take credit cards, don't worry, this is not a must. If, however, you can accept credit cards, it is customary to write the customer's account number and expiration date on the product order form. When you ship the product, you can then put the charge through.

How to Set Minimum Orders
Minimum orders are an accepted and common practice in the industry. A minimum order ensures a good order for yourself, and it also covers the expense of the time and effort it takes to pack it and ship it after the Show. Some exhibitors set a minimum order at a specific dollar point – many at $100 – and others even higher. Other manufacturers set the minimum at a specific number of items. These minimums often depend on the products and how they are packaged. The amount of the minimum is up to you. Many exhibitors post their minimums discretely in their booths so that the buyers do not have to ask what the minimum is, (a popular question), before placing an order. Shipping and handling are extra, and buyers expect to pay it.

Promotional Literature
Bring plenty of business cards and brochures. A question often asked of the Show team is how many product brochures to bring to the Show. Although we don't have a specific answer to this question, we do know that there is no need to overload yourself. The National Stationery Show attracts 14,000 buyers. While these buyers tell us they walk every aisle of the Show, they most certainly will not all be stopping at your booth – and you would not have time to speak to that many people personally in just 4 days. You will want to hand out brochures to good customers and customer leads whom you meet at the Show. Don't let just anyone help themselves to your costly piece! Make sure you know who is getting your product information, so that you can follow-up with them after the Show. Get a business card from anyone taking your information. The Show is 9 hours long Sunday, Monday and Tuesday, and 6 hours long on Wednesday. Think about how many people you could realistically talk to in that amount of time as a guide for the maximum number of brochures you'll personally be able to hand-out and go from there. If you don't have a brochure, or if printing one is too pricey, a nice product information sheet will work, too.

What to include in a product brochure or product information sheet:

• Company Name and all contact information

• Booth number at National Stationery Show (can be hand-written or on a sticker)

• Product information, including a photo or description, item numbers and pricing

• Minimum order information/first order information

• Re-order minimums (sometimes this is a lower price to customers-in-good-standing)

Salesmanship
Buyers want to see a company that believes in its product. It is great for you to be excited about your product.

Some "do's and don'ts":

A Wholesale Market
The National Stationery Show is a tradeshow for the wholesale market. Direct "cash and carry" sales are not taken, and are against the Show rules. Orders are, of course, to be written, and product is to be shipped to your customers based upon your agreed upon receive by or "ship by" date.

Manufacturers' Representatives
A large number of manufacturers' representatives ("reps") attend The National Stationery Show, as it is their once-a-year opportunity to see a myriad of new product, as well as find new exhibitors whose lines they might like to represent. Manufacturers' representatives get a different colored badge from those the buyers wear. A badge color key will be found in the Set-Up Bulletin distributed to each booth on-site. Please note that some reps wear exhibitor badges, as they are often called to work in the booths of the companies they represent.

One way to let reps know that you are seeking representation is to place your information on the "Reps Wanted" bulletin board at the Show. Reps seeking new lines visit the board to make note of these listings. Stop by the Show Office on the Level 4B Terrace to get a form to post on-site. (GLM uses uniform signs for all companies; please do not attempt to hang your own sign, as it will be removed). You may also place your own "Reps Wanted" sign in your booth.

If you have a greeting card line, visit the Greeting Card Association booth to inquire about purchasing its Rep Directory.

Please note that a rep will be interested in seeing the full range of your product line. A large product line is important to reps, because they show your products, (and that of other publishers and manufacturers), to the stores they sell to, and will want to offer their customers as many choices as possible in order to keep that business.

Different reps have different terms for compensation, as well as exclusive territory requests. Take the opportunity to meet with a variety of reps and weigh your options before finalizing any agreements.

Networking
There are many opportunities to network with colleagues, clients, potential clients and vendors during the market. Try to take advantage of these opportunities. Get to know your neighbors in the aisle – ask them questions. If you have assistance in your booth, look at the seminar programs and see if there is a topic that interests you.

Many associations hold meetings during the National Stationery Show – the Greeting Card Association, the Invitation and Stationery Alliance, among others – find out the details and participate.

Several industry events take place during the market. The Opening Night Party takes place on Sunday evening from 6:30 PM – 9:30 PM. Everyone is in a celebratory mood, and it is a fun evening. Details for tickets will be included in the Marketing Manual, which is available on-line in January.

The Greeting Card Association holds the annual international greeting cards awards program, known as the LOUIE's on Monday evening at Pier 60 & The Lighthouse at Chelsea Piers. It is a festive evening where creativity in card design is honored. Attend to find out who wins the "Card of the Year." Did you enter the competition? Maybe the winner will be you. Visit www.greetingcard.org for details.

Visit other markets to grow your business
There are two other shows taking place during the National Stationery Show that GLM produces that may be beneficial to your business. They are SURTEX® and The Supply Side®.

SURTEX and The Supply Side take place at the Javits Center, and they have resources to help you produce and package your product.

SURTEX is for selling and licensing art and design. Artists are the exhibitors here. Many exhibitors in the National Stationery Show visit SURTEX to discover new talent for new artwork for their greeting cards, calendars, and lots of other products as well. The Show is open Sunday – Tuesday, and closes at 4:00 p.m. on Tuesday. For more information, visit the web site, www.surtex.com.

The Supply Side is an exposition featuring suppliers to the social stationery, giftware and graphic arts industries. Exhibitors include paper companies, envelope companies, die-cutters, laser-cutters, engravers, foil companies, printers and more. The Supply Side opens at 1:00 pm on Tuesday and stays open late until 7:30 pm. There is a free 2-hour cocktail reception from 5:30 pm - 7:30 pm after the close of the National Stationery Show, so plan to attend and network and meet suppliers. The Supply Side is also open 9:00 am to 3:00 pm on Wednesday - starting with a complimentary coffee hour. For more information, visit the web site, www.thesupplyside.com.

Your exhibitor badge at the National Stationery Show offers you free access to all of these shows once they are open. Plan to visit them to gain a wider perspective of the industry you are a part of, and to possibly forge new relationships with vendors who can help you put it all together.

Show Close
The Show closes at 3:00 p.m. on Wednesday. At this time, the bright hall lights will be dimmed and buyers will be leaving the Show floor. At 3:00 p.m., you may begin packing up your booth. If you have stored crates and boxes, these will be returned to you during the move-out time period. This process will take several hours. Be sure to consult your move-out bulletin, (distributed on-site Tuesday morning), for more information.

Important! Before you pack up & leave
If you are not hand-carrying your products out, be sure to do the following:

Contact your desired fright carrier to make arrangements for your outbound shipments. (This should be done well in advance of the close of the Show.)

Label your crates and cartons for shipping.

Compete the Material Handling Agreement, (sometimes called Bill of Lading), which is available at the Freeman Decorating Service Desk. Be sure to return the completed form to the Freeman Service Desk, so that your freight is shipped per your directions.

Also, please keep in mind that the orders you took and the leads you gathered are your most important documents of the entire Show. We have heard too many stories of exhibitors losing sales because of lost paperwork. It is very easy to lose track of your paperwork during the hectic move-out time. Be sure to place your leads and orders in a place that is safe, where they won't get packed away in a crate to be shipped or mixed up with discarded samples.

Follow-Up
Many retailers do not place orders until after the Show, when they've had time to release summer inventory with sales, and time to focus on their store's needs. Set some time aside a couple of weeks after the Show to reach all the buyers who were interested in your product, but did not place orders. You may find they're ready to do business. Many exhibitors tell us that they receive as many orders after the Show as they did during the Show. Post-show follow-up is critical to your success.

After the Show is also a good time to touch base with new customers. A friendly call to ensure that a shipment from you was received or to see how the product is performing will be much appreciated, and will go a long way to solidifying your new business relationship.

We want your feedback!
The National Stationery Show Team is interested in hearing about your exhibiting experience. We try to speak with exhibitors on-site, but as you can imagine, speaking to everyone is nearly impossible. Feel free to call us after the Show to tell us about it. We may also contact you by phone, or with a survey.

At the end of August, contracts are mailed to all National Stationery Show exhibitors. You do not need to re-apply to exhibit – just check the mail in early September for your contract package. Your contract will reflect the booth space you held at the last Show. Changes to your booth space, if any, can be requested on the bottom of your contract. Your signed contracts and deposit will be due in early October. The deposit is always 30% of the booth price for the coming Show. The balance will be due in early February.

General show management questions, booth placement/fee questions

We look forward to your participation. Have a great Show!