The document discusses international markets and trade shows for handmade products. It provides an overview of different types of trade shows, trends in the industry, and factors to consider when selecting trade shows. The key points are that trade shows should be selected strategically based on the target market and customer defined in the marketing strategy. It takes exhibiting at a trade show three times to realize the full sales potential as customers need to see the products, do a small test order, and then place full orders after successful delivery.

1. Interna'onal Markets for
Handmade Products
Presented by Karen Gibbs
Nov. 3, 2010
Ouagadougou, Burkina Faso

2. International
Markets for
Handmade Products

3.  Different types of markets & trade shows
 Trends in interna'onal trade shows
 Factors in selec'ng the best show for you

4. • Increasing number
and size of trade
shows
• Decreasing travel
budgets for buyers
• Growing role of
internet based
sales
Result = Select trade shows strategically!

5. Marke&ng Strategy =
• Iden'fies target market
• Specifies target customer
(not end consumer)
• Defines market-­‐driven
products
• Establishes realis'c 'meline
and budget

6. • Furniture & Home Décor
• Home Tex'les
• Fashion & Accessories
• GiM
• Children & Toy
• Sta'onary
• Green/Eco/Fair Trade
• Gourmet & Tabletop
• Folk Art & CraM

7. • Export
• Wholesale
• Retail
Some trade shows have
sec/ons dedicated to
different types of
ac/vi/es.

8. Regional:
• Guatemalan New
World CraMs
• Peru GiM Show
• India HandicraMs GiM
Fair (IHGF)
Interna&onal:
• Ambiente

9. • Orders wriSen at FOB
country of origin
prices & terms
• Buyers aSending show
are importers (direct-­‐
import retail stores or
wholesalers)
• High minimum orders
($2,000+)

10. Pros
• Longer Rela'onships with
Customers
• Wider Variety of Products &
Vendors
• Government Support of Shows
Cons
• Long Term Development Plans of
Customers
• Lower Margins
• Fewer Customers

11. TRENDS
• Growing popularity of
regional export shows,
especially among small
to medium retail
stores moving to direct
import
• Increasing number of
US buyers aSending
overseas export shows
instead of US
wholesale shows

12. Gi@:
• New York Int’l GiM Show
• California GiM Show
Home:
• High Point Furniture Fair
• ICFF
• MACEF
• Maison & Objet
• Ambiente
Fashion:
• The Accessories Show
• Designers & Agents

13. Specialty Shows:
• Ethical Fashion Show
• Natural Products
Shows
• Fair Trade Show

14. • Wri'ng orders at US or
European wholesale
terms (landed prices)
• Selling primarily to
small to medium sized
US retail stores
• Lower minimum
orders ($500 average)

15. NYIGF:
• 30,000 Buyers
• 50 States
• 75 Countries
• 2,900 Exhibitors
Maison & Objet:
• 65,000 Visitors
• 33% Interna'onal
• 2,700 Exhibitors
• 25% Interna'onal

16. Pros
• Higher Sales WriSen at Show
• Larger Customer Base
• Higher Margins
Cons
• Higher Product & Merchandising
Expecta'ons
• Higher Costs of Par'cipa'on
• US Distribu'on Requirements
• Smaller Orders

17. TRENDS:
• Move towards more specialty shows (away from
“general giM”)
• Return tradi'onal “staple” shows (High Point)
• Growth in size and number of trade shows is
slowing

18. US:
• Santa Fe Int’l Folk Art
Market
• Green Fes'vals
• Smithsonian Folklife
Fes'val
Globally:
• Import Shop Berlin
• Foire de Paris
• SIAO

19. • High Concentra'on of
Buyers
• Low Satura'on of Qualified
Buyers
• High Cost of Inventory
• High Cost of Par'cipa'on

20. Santa Fe Int’l Folk Art
Market:
• 24,000 attendees
• 123 exhibitors
• 46 countries
• $1.95 mil sales
• $12,900/exhibitor
Import Shop Berlin:
• 42000 attendees
• 540 exhibitors
• 60 countries
• $7.7 million sales
• $14,000/exhibitor

21. Pros
• Immediate Cash In.lux at time of
sale
• Higher Margins
• Reduction of Old Inventory or
Overstocks
Cons
• Inventory Cost
• One-­‐time Sale

22. How to select a trade show?
• Based on your target market
• Based on your target customer

23. • Cash Sales
• Wri'ng Orders
• Customer Contacts
• Press Contacts &
Rela'ons
• Market Research

24. • Exhibit at Show
• Visit Show to
Network with
Importers
• Visit Show to
Research Trade
Show & Market

25.  How many Buyers?
 Who are they?
 Retail/Wholesale/Export?
 How many Exhibitors?
 Average Price Points?
 Types of Products?
 Es'mated Sales per Exhibitor?
 Cost of aSendance?

26.  Identify shows of interest
 Visit show, select best location,
meet with management
 Develop products & marketing
materials
 Apply for show
 Make samples, print marketing
materials
 Design booth display
 Ship samples
 Set up & participate in show

27. 1. Customers see you for
the .irst time & are
impressed.
2. Customers place a small
order to test your
delivery and products.
3. After successfully
selling your products,
customers are now
ready to place full
orders!
It takes three times exhibiting at a
trade show to realize the full sales
potential!

28.  Select shows based on your marketing strategy
 Anticipate the results of the shows
 Remember trade shows are a part of ongoing sales strategy
and are not a stand-­‐alone activity.