We were recently approached by a leading Magazine for an article about Trade-Fair Tips for an Entrepreneur in the field of “Wholesale Home Decor”.
Below you can read our answers to the interviewer’s questions and we will update you with the magazine’s title when the interview has been published:
“As a perfume brand, smell is obviously vital to your business model.
What do you think other brands can learn from you about attracting customers to their stalls through sensory means”?
You are absolutely right, it is all about the senses for us especially the sense of smell, but it is also very important to remember that people buy with their ‘Eyes’ also. When setting out your stand you are ‘Showcasing’ not only your ‘Products and Brand’ but also giving your potential customers, e.g. department stores and boutiques, an idea or glimpse of how it will look in their store.
It is also very important to remember that in this age of ‘Online Retail / Multi channel’ selling, that you are able to offer your customers, high-res images and well written product information and a company background story. We are now truly in the age of ‘Bricks, Clicks & More’ retail and this also applies to online wholesale in the UK.
When setting up our stand we always display our products & perfumes for the customer to try, it creates a sensory experience and invites your potential customers to ‘Stop or Pause’ in their journey around the show.
You would be surprised how may people have ‘Thanked Us’ for stopping them, as they were in the ‘Mind-set’ of having to see everything in a few short days and at the same time missing what could be their ‘Next Best Selling’ item.
We have a wonderful example of a Gentleman walking past and telling us that he thought our stand and products were ‘Wonderful’, however he did not have time to stop as he was sent by his company to look for specific products and one brand in particular. He then continued on his way as he had a lot to do that day, we were delighted to receive the wonderful compliments and thanked him. About five minutes later he arrived back at our stand, red faced and laughing to say that ‘PAIRFUM’ was the company he had been sent out to find….
Such is the nature of the business world in which we operate, that we are sometimes ‘Too Busy Working’ to achieve what we set out to do…
So,… our advice is to ‘Set out Your Stand or Stall’ to the best of your ability, always keeping in mind that we are all at some time or another ‘Customers’, and as such we love to have a wonderful shopping experience.
In an age where online wholesale is becoming more popular in the UK and worldwide, it is frequently overlooked how important the actual visiting of trade fairs still is for products we experience with our senses such as:
Skin Care (organic hand lotion, body lotion, cream, hand wash, shower gel, foam bath, soap, face cream, bath oils, cosmetics, make-up, …), and
similar products such as (small deco items, accessories, glassware / dinner ware, vases, jewellery, clothing)…..
It is more difficult for retailers to select this type of item from ‘online only’ wholesalers which is why we believe the combination of ‘bricks & clicks’ is also ideal for the wholesale scenario.
During a trade fair visit our customers engage all of their senses when selecting products for their stores:
touch / feel
sight / visual (e.g. how have the trend colours been translated into patterns, decors, prints, etc.)
hearing (e.g. what do products sound like when you use then, e.g. opening the door of a wardrobe, sitting down a sofa, etc),
taste (today, gift food is a popular add-on)
“What preparations do you do prior to a trade fair?”
We have a number of things that we need to do before a Trade Fair, ranging from booking accommodation, flights & visas (if necessary), …
To arranging transport of the products (and brochures, etc) plus the show stand fixture & fittings.
That is just the basic logistics.
However, you must insure that you have spent time choosing which show to attend, and that it is the correct one for you.
If it is the one for you – then you must insure that the ‘Hall’ or ‘Area’ within the show is the right section for your product category, e.g. there is no point being in the Jewellery section when you are trying to sell Food, home decor or stationary.
There is no fool proof system or guarantee that a particular show is the right one for you or your product, but if you can visit the show as a visitor before ever attending as a supplier (some government bodies or Chambers of Commerce may provide, some financial help with this – It is always worth asking), then at the very least you have an idea what to expect and can avoid if possible making an expensive mistake.
Once you have decided to do the show and you have booked your stand, then you must make sure that you let as many people as possible know that you are exhibiting, if you already have a customer base then send them a news letter with stand number, times, date and any other information you may have for example New Product Launches or Show offers.
Have business cards, price-lists, brochures and samples (if available) – ready to hand out to potential customers.
Once that is all done, you are 99% of the way there, and remember that fairs / shows mean hours & hours of standing on your feet, so even though the shoes you have go beautifully with the outfit you have chosen, … you will probably be glad to slip into a pair of flats later on in the day….
“Who do you take to a trade fair? What roles do they fulfil and what skills do they need?”
We always take or send our best sales people, as it is imperative that they know the product inside out, and enjoy meeting and greeting customers. It is also good to remember that no one knows your products or company better than you do.. When you are first starting out, you may not have the luxury of sending people along beforehand to set up the stand and display the products for you(not unless you are very lucky).
So by contacting the show organisers and asking them what you have to do and what is or is not included in the stand cost, i.e. fixtures & fittings, electrics etc. (remember to make a list) do not be afraid to ask for help, as your fellow exhibitors who may be seasoned ‘Exhibitionists’.. are normally very helpful. It goes without saying that by setting up and breaking down the stand yourself, this is an extra expenses that you can avoid as a start-up or growing business.
“How does trade fair culture differ around the world? Is it vastly different in New York to Tokyo?”
Yes, one of the nicest things about exhibiting in another countries is that you get to meet the people and experience the culture, and the differences between a show in NY & one in Tokyo is amazing, one is full of people who are for the most part shy and retiring and the other is – Well! NY.
Don’t get us wrong NYC, is one of our favourite City’s in the World!
As Samuel Johnson the English author said:
“Sir, when a man is tired of London, he is tired of life; for there is in London all that life can afford.”
This is also true of NYC.
It was also more noticeable how the visitors to the US shows, were more willing to try something new and different.
In other countries they are more reserved and may need to see the brand or products a number of times.
So,… whatever your future plans are as an Entrepreneur in the field of ‘Wholesale Home Decor’,
The NEC in Birmingham is located just off the motorway M42, Birmingham Railway Station and Birmingham Airport.
Springfair at the NEC
All 20 halls of the NEC are used during the Springfair making it the largest wholesale trade fair (candle wholesale UK, reed diffuser, toiletries / skin care, perfumery) in the UK. Also this year, the Springfair will be widely reported on in the media, e.g. BBC TV plus the national newspapers.
A wide variety of retailers, distributors, wholesalers and agents, both from the UK and abroad, use the Springfair as their major sourcing event for the year. Both before, during & after the trade fair we receive numerous enquiries with the titles: ‘Wholesale Home Fragrance’, ‘Candle Wholesale UK’, ‘Wholesale Reed Diffuser’, ‘Toiletries Wholesale’ or ‘Perfume Wholesale’.
PAIRFUM exhibited again at Top Drawer Autumn in the warm sunshine under the beautiful glass roof of Olympia’s ‘Gran Hall’ in London (6 – 9.9.2015). We would like to thank all of our customers, guests and our friends for visiting us on our stand during the event.
It was an absolute pleasure to meet you all in person. We were delighted to receive your trading updates and all of the positive feedback.
Here are a few photos to remind you of stand. Hopefully, the sunshine can be seen reflecting in some of the images.
PAIRFUM At Top Drawer
– London 2015 –
On show on our stand during Top Drawer were the new perfumes and products for Spring 2016. We really appreciated your response to them.
You may be able to spot some of these in the images of our display.
We finished Top Drawer Autumn with the feeling that it must have been our best-ever Top Drawer Autumn show !
Luxury Room Fragrance & Candle Wholesale UK
– About Top Drawer –
Top Drawer Autumn in London is the last, major wholesale trade fair of the season to review, compare and to stock up new products before Christmas: Design-Led Gifts, Cards, Accessories, Fashion, Home Wares, Jewellery, Glassware & Ceramics and Wholesale Room Fragrance (both Wholesale Reed Diffuser and Candle Wholesale UK).
We hope everyone who signed up for the VIP pass enjoyed accessing the lounge in the morning for a hot cup of tea or steaming cappucino and a few relaxing, quite minutes in the afternoon with a glass of sparkling Prosecco and nibbles.
Now that Top Drawer Autumn has relocated to the London Olympia Exhibition center, from Earls Court, it has become an even nicer show to attend. Instead of walking down the isles in an enclosed hall, the sunlight shines down the isles and modd is automatically more positive, for everyone (visitors & exhibitors).
Report from the Autumnfair at the NEC in Birmingham
PAIRFUM was again an exhibitor at the Autumnfair taking place at the NEC in Birmingham (6 – 9.9.2015) and we would like to thank all of our customers customers, the visitors and our friends for coming past in Hall 3 on our stand H07.
We very much enjoyed meeting everyone and were delighted to receive your trading updates. Hopefully, the photos can transmit some of the positive feedback we received from you.
PAIRFUM At The Autumnfair
– Birmingham 2015 –
On show were the new fragrances for the Spring Season 2016 with special editions for Valentine’s Day, Mothers Day, Easter and Father’s Days. We were delighted with your response to the new perfumes.
Just as a reminder, we show you here a few images of display during the trade fair.
We left the Autumnfair and believe it was our best-ever Autumnfair ! We hope you too travelled home thinking that it was worth your while attending this year’s edition of the show.
Luxury Room Fragrance & Candle Wholesale UK
About The Autumnfair
The Autumnfair 2015 is the last, major wholesale trade fair of the season to address all of your needs just before Christmas for Seasonal Gifts & Decoration, Design-Led Gifts, Accessories, Fashion, Jewellery, Glass, Ceramics, Home Ware, Candle Wholesale UK, Wholesale Reed Diffuser and Wholesale Room Fragrance. A study by the show organisers i2i confirmed based on retailers’ responses to questions, that for 65% Christmas is the ‘most important’ sales period of the year. A further 14% say it is ‘also important’. This underlines the importance of the Autumnfair as a sourcing event for retailers.
The show organisers are improving the lay-out and presentation every year and this year was no exception.
We hope that all who signed up for their VIP passes enjoyed accessing the peace & quiet of the lounge in the morning for a steaming cup of tea or cappucino and a few relaxing minutes in the afternoon with a glass of sparkling Prosecco.
Enjoy exploring our new natural reed diffusers and reed diffuser refill oils, luxury scented candles, perfume room sprays and a few surprises.
The Autumnfair 2015 is the ideal wholesale trade fair answer all of your ‘Candle Wholesale’, ‘Wholesale Reed Diffuser’ and ‘Wholesale Home Fragrance’ queries in the run-up to Christmas.
Have you booked your hotel already ? The immediate thought is Birmingham but have you thought of looking at a room a little further south ?
We suggest considering Solihull. It has plenty of nice hotels and nice houses offering ‘bed & breakfast’.
Equally, in the evening the centre of Solihull offers a variety of good restaurants to cater for every taste: Italian, English, Thai, Chinese, Indian and many nice pubs to stop-off in for a pre-dinner aperitif.
PAIRFUM exhibited again during Home & Gift in beautiful Harrogate 2015 (19-22nd of July) and we would like to thank all customers, visitors and friends for visiting us on our stand (Hall D – stand 68).
We very much enjoyed spending time with all of you! Harrogate always feels more like a holiday destination than a trade show and we hope the photos can relay a little of the ‘feel good’ factor we got from you.
About Home & Gift
Home & Gift is an ideal mid-season trade fair for Luxury Home Fragrance and Candle Wholesale enquiries.
For this year’s edition, the show organisers had re-introduced live music ! There were Jazz Bands playing and from the hall next to us, we enjoyed hearing a ‘grand piano’ being played. Many visitors relayed that this and other little touches in the VIP lounge like the Prosecco in the afternoon, steaming cups of tea and cappucinos in the morning, made the show so much more enjoyable.
PAIRFUM at ‘Home & Gift’
– Harrogate 2015 –
Here are a few photos of our stand taken during the show. This year the weather was fantastic and you can see some of the sunshine reflecting in some of the images.
Luxury Home Fragrance & Candle Wholesale
We look forward to seeing you at the next trade fair: Autumnfair 2015 in Birmingham. The Autumnfair is the leading trade fair pre-Christmas for wholesale enquiries concerning Design-Led Gifts, Luxury Home Fragrance and Candle Wholesale.
During Home & Gift in Harrogate (19-22 July 2015), we would like to invite you to enjoy the ‘VIP Treatment’ with access to the VIP Buyers Lounge, Free Cloakroom and Free Prosecco, Tea and Italian Coffee.
Click below and sign-up for your VIP treatment at Home & Gift 2015
We look forward to welcoming you on our stand during Home & Gift in Harrogate 2015.
Home Fragrance & Candle Wholesale
For anybody new to the industry, Home & Gift in Harrogate is a very convenient mid-season wholesale trade fair for requirements concerning Design-Led Gifts, Home Fragrance & Candle Wholesale.
Enjoy testing the new natural reed diffusers, refill oils and luxury scented candles in the PAIRFUM Collection.
Visiting Harrogate for business is very, very tempting ! Harrogate is a beautiful SPA town, with a charming town center full of historic buildings, beautiful shops, enticing restaurants and the irresistible Betty’s Tea Room. Other attractions include RHS Harlow Carr gardens, the picturesque Yorkshire Dales national park and the Nidderdale AONB, an Area of Outstanding Natural Beauty.
It does not surprise us that Harrogate has been voted The Happiest Place To Live in the UK (Rightmove for 2013 & 2014) !
Visit PAIRFUM during Pulse at London’s Olympia Exhibition Centre. Pulse is an ideal summer wholesale trade fair for luxury home fragrance and candle wholesale enquiries in the UK.
Visit PAIRFUM on stand J76
PULSE 2015 (10-12 May 2015, London Olympia) is this summer’s buying event for retailers in London and you can become a VIP to enjoy fast track entry, access to the VIP lounge, Free Cloakroom and Free Tea or Coffee.
We look forward to welcoming you on our stand during PULSE 2015 in London.
Today, Olympia is an exhibition centre and it is located in West Kensington, London (UK).
It opened originally in 1886 as the National Agricultural Hall and covers an area of 19,325m². The Grand Hall is covered by one single span of iron and glass, letting a large amount of light to flood into the building. This makes it an unusual but very pleasant exhibition space for wholesale tradefairs, compared with most other venues, such as the NEC in Birmingham, which are entirely covered-in.
For those travelling by train (or not wishing to use their cars), the nearest railway station is Kensington (Olympia) which is both a London Overground station and a stop on the District line of the London Underground.
The Birmingham NEC is the UK’s leading exhibition centre. It is conveniently located close to junction 6 on the motorway M42, with Birmingham Airport and Birmingham Railway station nearby.
About the Springfair
The NEC has 20 halls, which are all occupied during the Springfair, making it one of the most significant wholesale trade fairs in the UK. Actually, the first event to be staged at the NEC was International Spring Fair in 1976.
The Springfair is the main trade fair annually in the UK to address all ‘Candle Wholesale UK’ and ‘Wholesale Home Fragrance’ enquiries from retailers and distributors, located both in the UK and abroad.