How do we sell more products? How do we make more profit? These are two questions all businesses continually ask themselves, regardless of the industry they are in. Mary Merrills looks at the lessons she learned at this year's January Furniture Show …
There were many lessons at this year’s January Furniture Show in how to do both of these things. Those who presented themselves and their products well, performed best. That is hardly a surprise – we all understand the difference between going into a well-laid out, well-lit store, and going into one that isn’t.
Why does presentation matter and make such a difference at a trade show? Surely experienced buyers know what they are looking for and can see through the fluff? It matters because stand presentation says so much about how a company sees itself and its products in the marketplace. It also says much about how a company is developing and moving with the trends – and therefore understanding its customers’ needs. Presentation that is well planned and well executed can interest buyers and tempt them to try a range that they might not have considered otherwise.
Given the number of high quality stands at this year’s January Furniture Show, the majority of exhibitors certainly understand the difference good presentation can make, with many making a huge investment and a huge effort to present themselves and their products in inventive and eye-catching ways. As would be expected, the majority of the exhibitors in hall 1 demonstrated well-planned and thoughtful displays, with stand and product working in unison. Tetrad even had give-away bears as accessories to match their wool and tweed sofas!
But it wasn’t just hall 1 or even the big names that showed the importance of good presentation and flair this year. Panacea in hall 5 and Fama in hall 2 were among those who created a big impact, with stands that made you look twice.
As part of the organising team for the January and Manchester furniture shows, and having worked for an exhibitor for many years, I am very aware of the difference good presentation can make to the success of a stand or a particular product. It’s a bit of a game, of course – too much product and the good ones can be lost, too little can give the impression of a lack of ideas and direction. Muddled presentation suggests a lack of confidence in the products – a turn-off for a buyer.
Having a good – or even great – stand, where it and the products on it remain virtually the same year after year, won’t work either. Standing still means falling behind. Buyers and consumers are conditioned to look for newness, and the link between fashion and interiors has long been acknowledged. It was evident at this year’s January show – G Plan Upholstery even had a catwalk in the middle of their stand! Our high streets are full of tartans, florals, pretty pinks and industrial looks – and so were the halls of the NEC.
Of course, not everyone can build a magnificent two-tier stand like Gallery Direct, or bring in a builder to create a show-stopping stand like Baker. But even a small investment in good presentation – a dramatic colour, some good graphics, a smart layout and some well-chosen accessories – can make the difference between having a successful show or an unsuccessful one. Smaller, well-thought out and well-presented stands can have huge impact. The stands by Think Rugs and the Edge Company had great aisle appeal and packed a lot into a smaller space, without overloading on product.
As organisers, far from thinking we’ve seen it all before, we get excited about seeing the inventiveness of the stands as they are created. Of course, for us, the better the stands, the happier the visitors are, the more they come, and the more they spend – which makes for happy exhibitors and a successful show.
Mary Merrills is the marketing manager for the January Furniture Show, the UK furniture trade’s principal exhibition. The next edition will take place from 22nd-25th January 2017 at the Birmingham NEC.
