First trade show experience - Pulse 2016 at Olympia
I knew I wanted to write a post about my experience at Pulse a few months before I went, because I was constantly searching the internet myself for inspiration, tips and ideas from other people who had done it (or indeed any show in the past). I’m going to try and talk openly and honestly about the whole picture so it might get boring and intricate but I thought that if I really went into detail then there’d be something useful or comforting for someone somewhere!
The overarching feeling for me in the months before the show was aaaargh! I think it’s important to admit that I felt stressed and very anxious, but through the meticulous planning that probably came out of that, the actual show days including set up and break down went so smoothly. When I was there, all set up, talking to friendly buyers and stand neighbours I felt so happy and relieved. I kept seeing all the worries that had been circling around in my head and written on pages and pages of my notebooks tangibly disappear.
My wall sticker actually stuck on the wall! and we managed to get it straight! All my things arrived with the courier! My products which are light and made of paper didn’t blow away and get trodden on! I didn’t forget anything! I found a way to display the paper boats and tea towels! My desk legs worked and the desk didn’t bough or break! There are so many things I can exclaim about that truly surprised me despite the fact somewhere underneath I knew I had planned everything well.
I’ll share some details about companies / shops I chose to get things from for the show (after hours of trawling and deliberating):
Round wall vinyl sticker: diginate.com
Little brass card holders: BUNGUstore on etsy - having product names, along with a brief description and prices seemed to work well.
Display table: I got some 18mm plywood from B&Q. They cut it down to size in the store, but you have to pay for the entire piece. My dad helped me to finish it, by sanding and putting on a few coats of water based polyurethane. I think I prefer the look of raw plywood, but I knew I’d have a bowl of water on top, want to write on the surface, and need to transport it safely so the varnish gave it the protection it needed. And looked smooooth! The white hairpin legs were from wickedhairpins on ebay - I wanted legs that were higher than a normal desk. The ones I chose were 86cm tall and it was just right.
Brochures, business cards and postcards: awesomemerchandise.com. They have such a friendly and high quality service.
Wall shelves and beams: Muji
Small white folding table: Habitat (£10!)
Wooden magnetic poster hangers: SidebySide
Accommodation: We stayed in a hostel verrrry close to Hammersmith tube and a ten/fifteen minute sunny walk to Olympia (via a lovely friendly café, The Blue Corner. It was so cheap but our room was comfy and quiet, and we had a warm shower, a fridge, an oven and a kettle, even WiFi! Couldn’t have asked for more really. It was called Abercorne House.
I don’t drive (yet!) so getting my things from Yorkshire to London and back in one piece took a lot of brain-racking. Pulse had official contractors, Agility, who do delivery and storage of empty boxes during the show, but I found it quite expensive considering the amount I had already paid for the stand, the furniture etc, transport and lighting (not included!). In the end I found a local courier mailbox express, who offered a next day delivery service, and then I went with Agility for storage and return delivery. They provided a pallet. In total it still came to about £400. For some people this might seem like nothing, but for someone doing their first show on a limited budget it could be quite significant. Anyway, when my boyfriend Domenique (he was such a star!!) and I got to Olympia and saw that my boxes had arrived I almost cried with joy! Box ticked!
Things I would change if I did it again (which I think I will next year):
I would think differently about the space. The display table I had was quite deep so although it looked nice, it was bordering on cluttered and I think it was hard for people to take in what was there. It also took up a lot of the space (I only had 1.5m x 2m). I might go for a wider, thinner stand next time. Having said that, I love stands that you can really walk into, that feel like a small home or shop, with plants and space to think. This year, Paper Moon and Cambridge Imprint had stands that I especially liked for that reason.
I would think more about having a space to store the build up of things that are inevitable and necessary but don’t look pretty like water, snacks, papers etc. Had I had more capacity with the couriers (and more money) I would have thought about getting a nice little cabinet. Hint: peek under the desk in the top photo - not ideal!
This time I took a notebook for writing down people’s details, and sticking in their business cards. This was lovely, but I sometimes forgot to ask, so although people took a brochure and my contact details, I will have to wait for them to come to me with questions.
I had the fuse box for my lights at the top of one of the walls. I think it may have been possible to ask them not to leave it there, and if so, next time that is a MUST. It's so ugly and look how much wall space it occupies...
I went from being terrified and unsure, to actually being at the show and never wanting to leave. I want to do it again, and it is a perfect way to get to know shopkeepers and gallery owners, as well as other talented designers and distributors (there is such a variety of amazing work at Pulse, and some buyers from great places across the country and the world seem to know that!), and to start creating a face for your brand, so I will. I learnt lots.
In terms of footfall, I had nothing to compare it to, but Monday was the best day out of the three and there were some much quieter moments than expected, especially in the afternoons. The lack of people was slightly disheartening, but speaking to other exhibitors was somewhat reassuring - they felt it too, it was nothing personal! We can all work together to encourage more people to visit in the coming years. I may consider doing a show like Top Drawer in September as well, because perhaps May isn't the best time of year.
My aims for next show are to worry less (!?), get some brighter + better photos of my stand, meet some more fun and inspiring people, take a few more direct orders at the show and to expand my range of products. Notebooks is the next step. A good notebook can change your life. I hope you agree :-)
theartofmadeline