Pleasure industry trade shows offer a vital platform for showcasing the latest toys and other products, building connections with potential buyers and generating industry buzz. However, simply attending isn’t enough — you need a strategic plan to stand out from the crowd. For both manufacturers and retailers, success at a trade show begins long before the doors open, so preparation is key.
Know Who Your Target Is
As with any venture, trade show success doesn’t happen overnight. It requires careful planning.
The first thing to consider is whom you’re targeting at the event. Distributors? Retailers? The general public? Are you aiming to connect with boutique adult shops, larger retail chains or a blend of both? Maybe you’re looking to capture the attention of influencers who can help push your products into niche markets.
Once you’ve identified your targets, you can gear your booth design and messaging to appeal specifically to them. For instance, if your goal is to connect with new retail partners, make sure your team is equipped with wholesale information and pricing margins and can comfortably demonstrate every aspect of the product. On the other hand, if end users are a primary focus, create an aesthetic, social media-friendly setting with exclusive products ready for them to preview, or even give out freebies.
Premiere Your Newest Innovations
Introducing new products is one of the most exciting aspects of attending a trade show. In the pleasure industry, innovation is everything. Customers and retailers are constantly looking for fresh and exciting products with unique features they have never seen before. Whether you’re unveiling a newly patented toy with app compatibility or a new sexual wellness innovation, trade shows are a chance to show off to the industry. Creating an interactive and eye-catching display for your newest products is essential, while hands-on demonstrations will allow attendees to experience the features that set your products apart.
Prepare Your Sales Reps Thoroughly
One of the most important ingredients for success at any show is your staff. You need a team that can effectively communicate the value of what you’re offering. Trade shows are overwhelming by nature, with every booth trying to steal attention, so it’s crucial that your team is knowledgeable, approachable and ready to build meaningful connections.
Sales rep training is therefore extremely important. To establish trust and expertise, your team should be comfortable answering any questions that may come their way, including technical questions, background questions and general industry knowledge. While it is important to be professional, your ideal sales rep should also be personable and enthusiastic in order to build good relationships with potential buyers and distributors. Reps need to be able to walk the fine line between being persuasive and seeming like they are pushing for a quick sale.
Expect the Unexpected
Of course, trade shows are a fast-paced environment, and as much as we might prepare, something unexpected will still inevitably come up. The last thing your brand wants is to run out of promotional flyers, product samples or business cards, as that can result in missed opportunities and missed sales. Technology is another thing to keep in mind. Toys should be fully charged, with backups available just in case. Practice your product demonstrations well beforehand to ensure you know how each part and function of a toy operates. Nothing is worse than looking confused and lost while demonstrating your product!
Adaptability and flexibility are key. Be ready for last-minute changes, and to make quick decisions on the spot. Keep calm so you can use your best judgment.
Network, Network, Network
Finally, one of the most valuable opportunities a trade show presents — if not the most valuable — is networking. Connecting with other industry professionals can be a game changer. Invite new colleagues to your booth for a chat, so you can establish a more personal and meaningful connection.
As with any venture, trade show success doesn’t happen overnight. It requires careful planning. Fortunately, by understanding your audience, presenting your latest innovations, having a well-equipped sales team, anticipating potential problems and rolling with the punches, you can make essential connections and get the most out of any trade show.
Vincent Renou, Honey Play Box’s global sales director, has a decade of experience in the sexual wellness industry and a wealth of international expertise. With a vision to elevate sales strategy worldwide, Renou is committed to expanding the brand’s global presence and strengthening partnerships across all continents.
