How 3 Designers or Retailers Could Make the Most of Their Market Experience
Hey everyone, Joseph Haecker here, Fractional CMO, former lighting designer, podcast host, and book author. Today, I want to share some insights about attending Market from a marketing perspective. My first Market speaking opportunity was back in August 2017 at the Abbyson Showroom, during the Las Vegas Market. Since then, I've hosted the "Unofficial HGTV Reunion," numerous panel discussions, a design industry townhall meeting, live-streamed podcasts, launched my in-showroom news reporting program, and debuted several new podcast shows and hosts at Markets.
With this experience, I could (and maybe should) write the book on maximizing your marketing potential when attending Markets. Today, I'm going to share how three lucky designers or retail businesses can make the most out of their Market opportunity by teaming up with me.
What to Look for at Market
1. New and Demo Products
Manufacturers come from all over the world to debut and get feedback on new products and concepts they are considering launching. Yet, 99.99% of designers and retailers won't take advantage of this opportunity, instead focusing on shopping and getting overwhelmed by the sheer volume of products and eye candy.
What to do instead:Â All designers and retailers should use this opportunity to create content for their own audiences. You are the local influencer within your city, state, and network with access to these new and experimental products. Film content and talk about these finds to share as exclusive content with your network.
2. Owners and Influencers
Market draws out the industry's top executives and influencers, yet the vast majority of designers and retailers won't take the opportunity to meet and talk with these executives and influencers to get their take on products, trends, and information that your local network and clients might find useful.
Here's how to fix that:Â As a designer or retail showroom, you should simply interview these people. Interviews don't have to be long. In fact, TikTok has taught us that shorter is better. Simply say, "I am here with ____. And I wanted to get your take on ____." Use this content to share with your local network, positioning yourself as an industry insider with access to elite and influential figures.
3. Trends
Too often, the design and retail industry take their cues from the brands. But every part of the country and world has a different culture and style. California Coastal is great for California but horrible for Downtown Brooklyn. As a designer or showroom owner, you should be on the lookout for "trends that matter to you."
It's not enough to take photos:Â This is a great opportunity to film several short videos where you share with your audience products, textures, colors, and styles that you feel could "trend" in your neck of the woods. You should be style-spotting for your network while at Market.
How to Execute This Plan
Now, that sounds easy enough, but how? What does it take to film and produce all of this? That's where I can help. In 2020, as a response to low attendance at Markets because of COVID, I flew four news reporters out to High Point to film in-booth coverage of the showrooms. So, I have already done this. I even have a contract with the world's largest tradeshow operator to send news reporters to tradeshows globally. So, I am fully equipped to help you create content at Market as well.
I am looking for sets of three or more designers and/or retailers to go to Market and create content for your business. I will handle all of the video, on-camera coaching, editing, and production. The average cost for filming and editing a single 1-Minute Video can range from $500 to $5,000. I am only charging $4,800 for two full days of creating content. This is a group rate. So, I am looking for three or more designers and retailers to sign up to take advantage of the group rate.
Then we will fly to Market, walk Market, and look for opportunities to film as much content as possible. Click the link and let's set up a call to get you set up to make the most of your next Market experience.
Let's make your next Market visit a game-changer for your business!
*Note: Travel and accommodations are not included in the listed pricing
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