by LAS VEGAS — Whether you work for yourself as an interior designer, an independent sales representative or run your own trade business, weighing whether to invest in attending slower markets is a complex decision. Summer shows come with an anticipation of future sales during slower seasons, and summer shows still offer you the same amount of new prospects and exciting connections. Add to that the increasing expensive costs of travel and deciding if your time spent at the market versus being in your office or on the road is worth the financial risk.
While some professionals look forward to the yearly ebb and flow of the slower summer months, the shift from a busier time to focusing more on doing more with less has its own benefits. Michael Bauer, a leading industry expert, spent a decade at the Dallas Market Center before taking an expanded role as director of trade relations at Feizy Rugs. “Every market has its own rhythm. In a busier market, we’re managing events and larger gatherings. In a slower market like summer in Las Vegas, we can be more intentional — making showroom visits, meeting one-on-one with designers, and investing in the relationships that ultimately drive long-term business success,” Bauer said.
Seasoned professionals have found a way to lean into doing more with less as a practical consideration and one that takes intention and strategy to maximize your time. For buyers and market attendees, planning ahead and looking at what tools the market offers is one of the best ways to start. Some of the additional advantages to attending summer markets is that while traffic is slower, this allows both the buyer and the seller more time together. Quieter times also benefit busy sales reps who carry multiple lines and may not have to sacrifice one appointment or showroom for another.
“During quieter times, it is imperative for sales executives to step up their game,” said Tarah Jakubiak, business development nanager at Alendal Fabrics. “As the sales funnel is long in the furniture industry, we cannot simply wait until times are busy to be active. When business is slower, this is an opportune time to become a vital resource to your clients. It is a key time to engage with your clients, discover their pain points and determine how you can best service them. The wholesale business will never be easy. Business will always ebb and flow; the secret is to stay the journey. It’s during the quieter times that we need to invest more energy and capital into being at trade shows and in front of our clients.”
No matter the size of your business, brands appreciate customers who take charge, ask for an appointment and show their customer loyalty. Planning ahead and booking an appointment is a great way to support exhibiting brands at markets, from starting new conversations, securing new vendors, to not having to fight for attention in high-traffic showrooms or booths. Market attendees who book appointments in advance means their sales team aren’t waiting for customers to walk through their doors — their team can be prepared for your visit and look forward to seeing you. Allowing teams the chance to fill their book of business, meet their sales goals, create presentations and incentive programs, builds a proactive, manageable plan that motivates sales growth and market momentum.
In preparing to weigh whether you should attend or not, ask yourself: How much of your trip do you want to spend each day on your business? Does the market have an app you can download to create a day-by-day plan? What are your biggest priorities? Will attending this market give you a strategic edge to stay competitive and relevant? What are my clients’ needs right now? Establishing your goals is a great way to build a successful market strategy.
If the market doesn’t have digital resources like an app, then do your homework and simply make a list researching what brands you want to see, and breaking your trip down by the product categories, buildings and floors you want to focus on. Reach out to your vendors and ask your local rep for an appointment. Mapping out who you want to visit and what you need to see over the entire trip will provide clarity about your intention, while breaking down your priorities with purpose.
Building a daily market schedule also allows for “free time” for educational and social activities. Researching market events, talks, panels and social hours adds inspiration to your trip and is a great way to grow your network and to connect with your peers. Planning for a bit of “flex” allows you to be nimble as you never know when something is going to grab your interest that you did not plan for.
Experienced market pros craft a market strategy that effectively reaches multiple segments from business opportunities, coffee with prospects, social events, delivering seamless days that avoids being rushed or getting lost in the shuffle. Grouping stops together for must-see brands, fun social and educational events by time and location provides added benefits so you can hop from one stop to another to make the most of your valuable time. And if you know a brand is hosting an event you can check off two stops at once: Enjoying free time and seeing what’s new all in one!
“I look forward to Las Vegas Market in the summer, because I find that there is more time for personal connections said Cathy Smith, development director of WithIt. “Company leaders are generally more available for appointments or drop-in meetings that explore how WithIt can help educate, support and mentor their team members and how they can support women in the industry through WithIt. The relationship-based nature of our industry means that organizations like WithIt provide vital connection points, such as our very well-attended, open-to-all networking events during Las Vegas Market.”
Interior designers have the added consideration of whether attending summer markets will lead to finding the right resources for their clients, and whether the cost of travel will deliver a return on investment if they can’t find new products that meet their clients’ unique needs. Adding free educational experiences to their market trips is encouraged to meet annual continuing education credits to stay in compliance, while helping them grow their business.
“Design professionals have more opportunities than ever to attend markets, conferences and educational events,” said Jenny Cano, executive director of the Interior Design Society. “At IDS, we’re intentionally focusing on quality over quantity by creating experiences that deliver clear value. This summer, we’re working alongside partners like designer software company Studio Designer/Mydoma to coordinate complementary programming, helping designers get the most from their time without feeling like they must choose between events. Our goal is to ensure every program delivers meaningful value.”
When courting a Midwest-West Coast audience, understand that many buyers in Western states choose markets they can drive to, including California, Colorado, New Mexico, Arizona and Utah. Opting to attend markets within driving distance rather than traveling to the Midwest, Southeast or East Coast, can be a big cost savings, if the cost of gas is lower that a flight and renting a car. For brands looking to court hospitality and commercial focused audiences, Las Vegas in particular hosts more than your average hospitality buyers, from independent hoteliers, purchasing groups, international hotel brands and casinos, who make up a significant number of the buyers walking the show alongside independent designers and design firms.
When weighing the costs of market travel and trying to keep your costs down, scheduling your market and engaging brands that offer free hospitality, breakfast, snacks, coffee and lunches is another way to do more with less. This bonus is especially appreciated for buyers traveling on their own dime.
When the market is hosted in larger cities, to support attendance from thousands of market guests, lodging costs can at times be more expensive. On the flip side, with more options sometimes you have more amenities, and will definitely have more variety than with smaller shows and cities. Check the market amenities for free shuttles from local hotels to and from market, to save on ride shares, and skip the expense of a rental car. If the option to share a room with industry friends or colleagues is more your style, you can also do more with less, and have a companion to share your trip with. Booking in advance can also yield significantly lower rates, and taking advantage of the market centers housing resources, as well as staying in a local VRBO or Airbnb is always an option.
Industry marketing specialist Serena Martin is founder and president of 24/7 Creative Agency.
