Episode 70 – Events and Shows | 10 Tips for Getting the Most from Events

Mar 21, 2018

This Episode

Mark Stephenson & Marc Vila

You Will Learn


  • What you can do BEFORE you get to the event to ensure success
  • The secret to selling at events even if no customer show up
  • The best way to handle 2 or more people at your booth
  • What are tchotkes Why Mark S hates them so much

Resources & Links

Episode 70 – Events and Shows | 10 Tips for Getting the Most from Events

In this episode of the CAS Podcast, learn 10 tips to get the most out of events and shows that will help you acquire new customer for your custom apparel business. These are simple yet effective techniques you can apply before, during and after events that are critically important to ensure success in the custom apparel business.

Show Notes

This is a great way to bring people to meet you and pull some business in advance. Get them to commit to visiting you, picking up their order there, etc. Advertise to your customers you will be there, post to FB event pages, make your own FB event page. If there is a list of attendees or booths…. reach out to some of them as well.
Refine Your 30-Second Pitch
At trade shows, you really only have about 30 seconds before you lose the attention of the person you’re trying to sell to. That’s why it’s critically important to nail down your 30-second elevator pitch before you arrive at the event. An effective elevator pitch will include a short description of what your product or service is and concisely detail how it can help that individual or their business.
Make Connections at the Event
You are about to be surrounded by a bunch of other business owners, many of them successful. Are all of them wearing custom apparel? They should be! Be sure all of them know you, and have your info. Also sign up for their email lists, learn about them. There may be an opportunity in the future.
Have a way to collect emails, get reviews, get followers, etc.
This is a time to get people on your email list, get people to like you on facebook, follow you on twitter, etc. You can get creative “Like me on FB and get a coupon” or give away something for free for a follow. Have an ipad or laptop out with your email for sign up. If you have MC or CC you can have one of your forms up, or your website too.
When possible, go before you attend
This is an opportunity to scope out the scene, see what type of people attend. See what booths get attention. See if there are any ideas you can ‘borrow’.
Have a way people can keep your info
Business cards are great…. but think of something else fun too… might be worth it. Can cooler, Bottle opener, etc. Think of your audience. If its businesspeople… pens and cards. If its dog lovers, a small bag of treats with your card. If its bikers.. beard combs. People love these little giveaways… even though its mostly junk trinkets, its a reason to stick your hand out and say hello.
Bundles / Upsells
A “show deal” is a great way to upsell to your customers AND gives your customers an opportunity to save money. Add a hat for only XX, Buy x Get y, This is our show promo deal. order a shirt, hat, polo, tote bag normally $120 now, $99
Offer something special, not available at the show
Not to delay sales, but to catch people that don’t see what they like from what you’re displaying. Tell non-buyers about a jacket or hat or something that you’re excited about that you didn’t have time to prep for the event. Get their information if they express any interest.
Work the crowd
Be sure to greet everyone who comes to your booth, even if you are busy. Say hello, point to cards, show email sign up, shake hands, say “i will be right with you.” Certain people can rob your time, you have to realize when someone is a “talker” .. not a “buyer.” Be friendly, wear a smile, say hello.
When its slow.. step OUT of the booth… sand in front. Have literature in your hand. Even if you just say hi to people passing buy. Have a clear message of what you DO displayed as well. Then you are standing out there, people can know to stop by if interested. This helps to have fun giveaways or an event.
Know what idea i like? Have a spinning wheel. People love to spin wheels. They can win anything from a coupon, a free ice cream sunday, to a 100% custom free t-shirt. etc etc. (This can also be a way to work with local vendors/customers (“hey i am going to be at a show, want to give me some free Ice Cream Coupons to give away on my wheel”
Post Marketing
Email people, call people. Have a post show special or coupon. Contact them after. Most people will have little-to-no follow up. You can be the best by picking up the phone, emailing people. thanking them.

Watch the END of the video below for 2 more tips that make a HUGE difference!


Mark S: I’m Mark Stephenson, from ColDesi.

Marc V: Marc Vila, from Colman and Company. Today we’re talking about episode 70, which is Events and Shows. We’ve put together ten tips for getting the most from shows or events, whatever word you like better. Either way we’re good, though, on that.

We’re going to show you, when you go to a live event, so this would be a trade show, this might be a farmer’s style market.

Mark S: Yeah, a fair.

Marc V: A fair.

Mark S: Cheerleading.

Marc V: Yes. A dog show, a race car event, a motorcycle club meeting.

Mark S: Whatever your niche market is, I guarantee you, they have a show.

Marc V: They have some sort of live event, where a bunch of people gather together. They’ve got money in their pocket. They’re planning to spend some of it at that show. They want to buy something, whether they’re going to spend it on food, on apparel, on art.

Mark S: They will spend it on food.

Marc V: Yeah. They’re planning on spending some money, and you’re there hoping to earn some money, earn some business. For now, at that moment, you want to make some money at the show, but also for the future, too.

Mark S: Yeah. That’s the important part. Before we get too deep into it, I want to say a couple things. That is thank you to Leah Calvert for the inspiration for this podcast, really.

Marc V: Okay, cool!

Mark S: She was on her way to a trade show, to an event in her area, at nothing o’clock in the morning. It was dark outside. She took a picture while she was driving. She was listening to the upselling podcast. I appreciate that. Thank you very much!

And because you’re on your way to the show, I did a little poll in the Custom Apparel Startups Facebook group, that we’ll talk about through the podcast. If you’re not already a member, you should be doing two things. That is making sure that you go to your favorite place to consume podcasts, which might be the Custom Apparel Startups website, it could be on iTunes, or it could be on Google Music, or a variety of places, and make sure you subscribe to the podcast.

Marc V: Yeah. Stitcher, also on YouTube. Wherever you are, we try to be there for you, to make it easier for you to listen, learn, and maybe watch.

Mark S: Right. And even if you are listening to this right now, you’ll have the opportunity to actually see us, if you so desire. We’re going to be embedding these videos on the episode show notes page. So, you can listen along and watch along, all at the same time.

Marc V: Awesome! With that, I think we should get right into it.

Mark S: I do.

Marc V: Let’s go into what the folks want to know. We’ve put together a list of ten things. Let’s start with the first one. Is that a good place? Number one?

Mark S: It should be the first one, really, and that’s pre-marketing.

Marc V: Pre-marketing. What does that mean? Why don’t you tell us?

Mark S: If you are driving to a show at 4:00 in the morning, or if you’re planning on doing a show, the best thing that you can do to make the fastest and most immediate impact is to get in touch with people, or somehow connect with people, before they even go to the show. And you can do that in a variety of different ways.

There are some shows that will allow you to rent the email list or the attendee list from the previous year, from the previous event. So, you can get that email list, and you can email the people that have attended in the past, that you are going to be there.

Marc V: Or they might have the ability to not get the email list, but use the list. Meaning “We will send an email on your behalf.” Sometimes, that’s for a fee or for a favor, or if you have a particular size booth or setup. So, find out from the folks that are running it. Say “Hey, do you advertise to people coming, specifically, that are coming to the show?”

What’s the word for the folks that are actually in the booths? What word do you want to use?

Mark S: Vendors.

Marc V: The vendors. There we go. I knew there was a word for that. “Do you do vendor advertising via email, or your social media, or anything like that? Is that an option for me?” Ask the folks that are in charge of it, because they might do something. And if they don’t, you might be the inspiration to be the first and only one doing it.

Mark S: Here’s the question to ask the people that are organizing the event, before you write the check for the booth, however much that is. You can ask that person “What’s the best way for me to connect with people that are going to be attending the show, or have attended in the past?” Then, let them lay out your options.

Now, it’s not just them, though. It’s not just these potential show customers, that you might want to pre-market to. Under some circumstances, you might want to market to your existing mailing list, as well.

Marc V: Yeah. Let them know you’re going to be there, especially if you generally sell to a niche market. If it’s animals, or a motorcycle club, or car clubs, or whatever it might be. If you generally market to a niche group of people that would be interested in this event, let them know you are going. And you could almost twist it to let them know that the event is even happening, because they might not know. That could be exciting for them.

You could create your own Facebook event, that you’re going to this event.

Mark S: Yeah. “Come by my booth number X, for show specials.”

Marc V: And get people to commit. If you remembered last episode, if people commit publicly to doing something, they’re more likely to do it. So, if you create your own event page.

Mark S: That’s a great idea.

Marc V: Then, you go ahead and invite people to join, and they hit the word “Accept,” or that they are going, will attend, they are more likely to attend, because they’ve said it publicly. Then, you can also kind of call them out on the Facebook page. “Hey, thanks Maria! Look forward to seeing you at the show! What time do you think you’re going to show up? In the morning or in the afternoon?”

See if you can get them to respond back. That will bring some activity, get other people interested. People also want to follow a crowd.

Mark S: I really want to fulfill my antagonist role here, and just say one circumstance that I think is a requirement for doing this kind of pre-marketing, to your own database. Because we’re very careful about that. You don’t want to invite your customers to an event that’s full of your competition.

In other words, if you create custom caps, and that’s your specialty, and you look on the vendor list, and there are four other custom apparel vendors that are going to be there, don’t invite your customer base. Right?

Marc V: I think that’s a great idea.

Mark S: Because you’re introducing your customers to your competition. So, if you have some kind of exclusivity, if you’re comfortable with that exclusivity, if you’ve got a good, loyal customer base, then definitely, one of the pre-marketing tips that you can use is to set up a Facebook event, or send them an email, or in some way let them know that you’re going to be exhibiting.

Marc V: Probably, if you needed an example for when I would and wouldn’t; if I had a custom t-shirt company, if I had a particular brand. Say it’s a fishing tournament thing I go to, and I have a particular brand of fishing apparel, or I have my own designed style shirt, people buy my shirts because of fashion for it. They like it. They like the way it looks. They like to fish in them. They like me and my brand and my style.

I’d probably invite all of those folks, because they are looking forward to seeing what new designs I’m going to have.

Mark S: They’re not going to be lured away by somebody else doing a custom t-shirt.

Marc V: Correct. Now, if what I did was custom embroidered names for boat captains, and I specialized in uniforms -.

Mark S: That’s a niche. Boat captains that wear uniforms.

Marc V: But more so, I do nautical uniforms. I’m in the fishing world, and I do uniforms for crew members and things of that nature. Let’s say it’s high end, where you have a crew on your boat.

Mark S: You’re talking about Captain Stubing and Gopher and Julie.

Marc V: The whole thing. But anyway, if you do custom uniforms, and you look, and there are three other uniform companies there, I probably would not want to encourage my customers to go there, because then, they may get pulled. “Oh, look. Another uniform company.”

Mark S: Absolutely. You don’t want that.

Marc V: “What’s different? Is their pricing better?” Etcetera.

Mark S: That’s pre-marketing, and it will do a couple of things. First of all, it will definitely set you apart from the crowd, because not a lot of people do this. Not a lot of people have the forethought. It will set people up so they are familiar with you, before you get there. So, they’re looking for your brand, maybe for something specific.

Or when they see your booth, they’ll recognize and say “Oh, that’s that company that sent me that email, that they’re going to be providing bags for the show, so I definitely want to hook up with them.”

Marc V: You can tell them where, because the problem is, sometimes I go to these little local farmer’s market type of things, and I’m looking for something specific. Like I know the company. “Where are they?” I’ve got to walk the whole thing up and down. I might have passed them.

Mark S: They’re scattered all over the place.

Marc V: So, what you get to do is if you know where you’re going to be placed, you can give that as a reference point. If there’s a kid’s bounce house, “Hey, I’m four booths away from the bounce house.” It’s something big, they can notice.

There’s a band. “Oh, I’m right across from where the band is.” So, you can give them a reference point, how to find you, or directions. Get them to want to come right to you. You can even offer the folks that are coming there a special gift, if you want to.

Mark S: I like that.

Marc V: “Hey, since you registered ahead of time, come by. I’ll give you this.”

Mark S: Gotcha. If you’re watching us live on Facebook, and wondering what’s going on, or you’re watching us on YouTube, we are Mark and Marc, from the Custom Apparel Startups podcast, and you’re listening to our episode on ten tips for doing successful events and shows.

That’s really kind of what we’re breaking down for you, is if you are in the custom t-shirt business, or embroidery, or signs or sublimation, whatever you do, if you attend a fair or a show, there are things that you can do to be most successful.

Marc V: Yeah, awesome! And we’re on to number two, tip number two. Tip number two is refining your 30-second pitch.

Mark S: Right. Formerly known as the elevator pitch.

Marc V: The elevator pitch, yep. The note I have here is you’ve got 30 seconds before you lose the attention of the person you are trying to sell to. That’s why it’s critically important to have a 30-second, or an elevator-style pitch, that you get to go ahead and just say, as soon as somebody walks up. They walk up to your booth. They see a bunch of little things going on.

They maybe pick up your card. You’ve got 30 seconds or less, to go ahead and say “Hi. My name is Marc. I want to let you know that the name of my business is Blank Custom Ts. What I do is I do all types of custom apparel. I specifically do it for this type of industry.”

Have something ready to go, whether you want to talk about a special you run, whether you want to talk about what you specialize in, if you have a store location, if you have -.

Mark S: However you want to make an impact. What’s your unique selling proposition? At the show, don’t just do the general pitch. What you want to do is if you are there to sell the goods that you’ve already made, then you’re going to want to make your pitch short and to the point, and related to what you’re doing now.

That’s going to be “Hey, my name is Bob, from Bob’s Custom Apparel. I’m here today because I specialize in pet clothes and dog apparel. I’ve got two things that you really have to see. Give me two seconds. I’ll show you.”

Marc V: Yeah.

Mark S: That’s the kind of thing that’s going to get somebody to stop. They’re at a pet show. That would not be appropriate if you were at a golf show, or Nascar. That probably wouldn’t work. But you’re at a pet show, you make that short pitch. “This is me. This is why I’m here. Look at this. This is cool. It’s a great deal. Here’s a great cap. What kind of dog do you have?”

You can ask an open-ended question, to kind of bring them in. But you need to have that short pitch, or two or three pitches worked out in advance, so it kind of flows. Right? So you’re comfortable with it, when people are standing in front of you.

Marc V: Yes. And find some good buzzwords that will capture attention. I would say, “All of the apparel is made from 100% bamboo fiber.” Something that gets them – it’s not just apparel. It’s not just custom apparel. “I use the latest technology in t-shirt printing. Let me show you some cool things I can do.”

Whatever it might be, talk about the type of apparel you make, why it’s good, a philosophy about you. “Oh, and we donate 10% of every transaction to help homeless pets.”

Mark S: Yeah. Who are you, what do you do, why should they be staying at your booth? Really, part of this pitch is, and I know we talk about this a little bit later, as well, but part of this pitch is being able to adapt it to a lot of different people. Because if you’re in a busy show – this happens all the time – one of two things will happen.

You’ll engage with one person, and other people coming up to the booth won’t get any attention at all. Or you’ll just not engage with the crowd at all, because your pitch is geared toward one person.

Marc V: Yes. And a little bit of a preview – that’s going to be one of the tips coming up.

Mark S: I love that.

Marc V: Let’s go to number three. You want to make connections at the event.

Mark S: Yeah. This could be the most profitable thing that you do at a show.

Marc V: In my opinion, this is the most [inaudible 13:50].

Mark S: You thought of this one, too. I just want to give you a shout-out. It was you.

Marc V: I think this is the most important one. This might be the only reason I would have a booth, in a way. There are, let’s say this farmer’s market thing I go to, that’s at a local mall, outdoor mall. I don’t know how many booths they have. 30? 40? Something like that. It’s a good amount.

If I make custom apparel, there are 30 to 40 successful business owners. They’re successful enough to have afforded the $500 or whatever it costs, just to be there. So, they have a degree of success. You’re surrounded by them.

All of them should be wearing custom apparel to that event. It makes them look better.

Mark S: That’s just a great point.

Marc V: Most of them are not. If you have one of these local events, you should go just to sell, even if you don’t make a booth. But all of them should have a t-shirt, a cap, a jacket, whatever it is, with their logo on it. It lets people know that they work for that company, that they’re at the booth in.

Mark S: And the litmus test is, if they stepped away from the table, if you can’t tell that they belong to that table, then they need your services.

Marc V: Yes.

Mark S: They need you to help them with custom apparel of some kind.

Marc V: So, you come with your best version of your custom apparel, whatever it might be. If you carry a bag with you, a backpack, cap, jacket, shirt, all of the above.

Mark S: This assumes that you’ve decorated your own clothes with your logo, and/or some kind of a message.

Marc V: Yes.

Mark S: If you have not done that, then don’t listen to this podcast any further. Just don’t.

Marc V: Okay. What you do is you go ahead and you come decorated in your own stuff, look sharp, look your best. Go around, introduce yourself. “Hey, I’m in the booth down there. I do custom apparel. I know that a lot of folks love to come to these shows, wearing custom stuff. If, here I am!”

It’s a great opportunity to network. If these are weekly events or monthly events, that you’re going to see these people more often again, it’s another opportunity to see them again. Go back. “Hey, remember me?”

Mark S: On the other side of that, the bigger the show is, the bigger the opportunity is for you. If you are going to a large cheer show, with bling stuff, going to a big cheer event, where there might be 150 vendors that paid five grand apiece to be there, those are prime potential customers for you. Because I guarantee, it’s not the only show that they do.

Maybe it’s a two or three-day show. So, if you’ve got 50 vendors, they’re going to be there for two or three days, and you can talk a couple of them into letting them outfit all of their shows, with the apparel, the caps and the stuff that you do, you’re going to sell 100 pieces at the show, just to other people that are working there, before you even open up your booth.

Marc V: Yeah, exactly. So you get there early. Be the first one set up. If they let you come at 6:00 AM to set up, be there at 6:01. Be done setting up. When everyone else shows up at 7:00, to start getting set up, you get to walk around, and you get to do a ton of cool things. Because I’ve done this at shows before.

You’re done. You look sharp. You’ve gone to the restroom, you’ve straightened up, you look good. You’ve got your custom apparel on. You get to walk around, now. Somebody is trying to lift a box. You help them lift the box. “Oh, yeah. By the way, I’m down there.”

Whatever it might be, don’t be afraid to just, if you’re a little more timid about it, and it’s your first time doing it, have some business cards or a brochure, whatever it is, and just walk up and just say “Hi. I just want to introduce myself. My name is Marc, and I do custom apparel,” or whatever your pitch is.

It should be like your eight-second pitch. “Here’s my info. I’m in booth X down there, if you want to get a free sample.”

Mark S: Yeah. “Come see me.”

Marc V: “Come see me.” Go to everybody.

Mark S: And you know what? Don’t ignore the event planners in the facility that you’re in. When you go and you register for the show, there’s people that are sitting behind a desk at a computer or something, or maybe it’s just one person. But they’re wearing a polo, or they’re doing something to promote the show; taking peoples’ registrations, handing out bags that are branded with the name of the show, maybe.

The venue that you’re in, if it’s an arena or if it’s a state fairgrounds, even if it’s a high school. Whatever it is, don’t ignore the people that are running things, because they all need uniforms and apparel, as well.

Marc V: Yeah. It’s just great connections to make. If it wasn’t for me walking around to shows, and meeting the people that work there, I actually would not have this job.

Mark S: Okay. I was wondering how you got this job!

Marc V: Actually, I was a salesperson, years ago. I was a salesperson, and I would walk around, talk to people, just say hi, whatever it was. I met some people from an industry magazine, and I did a couple of interviews with them, etc., and the owner of a different company, who is the company I work for now, it’s actually the first time that he saw my name, outside of just knowing me as a salesperson.

He shot me an email, “Hey. I saw your article, I saw your interview. Cool!” It was one of the first times that him and I interacted, that was more than just shaking a hand as a salesperson. We became closer, etc., etc.

Mark S: And you got the job!

Marc V: And life goes on.

Mark S: That’s great.

Marc V: So, you don’t know where these connections are going to lead you to, and you don’t know how much money they can turn into in a month, a year, whatever it might be. So, do it.

Mark S: I like that. By the way, if you have any questions or comments about the show, you are more than welcome to post in the ColDesi Facebook page, which is ColDesi, Inc. That’s one of the places that this is being broadcast right now. Please do that.

Marc V: Yeah, a couple shout-outs. [inaudible 20:11] said good morning. Thank you for joining us. Definitely feel free to comment with questions. We’ll do our best to be able to review those and get to those, as we’re getting through this.

So, moving on, we’re at number four. We’re on a pretty good pace. Have a way to collect emails, get reviews, get social media followers. Get a way to gather peoples’ information, and get them into your network.

Mark S: Yeah. You should really look at these. We’ve already identified a couple of interesting opportunities, right? You can pre-market, you can develop your 30-second pitch to the different people that are going to be standing in front of you. You’re going to make connections at the event, so you can sell to vendors and the venue staff, etc.

You cannot leave the burden of further contact up to your potential customers. I’m going to say that one more time, because I think it’s really important.

Marc V: Okay, do it again. And remember that I’m engineering and talking, so I’m checking on some things.

Mark S: So, you’re not ignoring me.

Marc V: No, I’m not ignoring you. I’m trying, here. Please, go.

Mark S: You cannot leave the burden of contact on your potential customers. Handing somebody a card and a brochure is okay. It’s a very non-threatening way for you to get your information out there. But the real accomplishment is when you can gather that potential customer’s information, so you can contact them.

That way, if you’re listening to any of our other podcasts, like How to Increase Sales Next Month, or the Upselling podcast trilogy, we talk about reaching out to people that you’ve connected with in the past. And this is where it happens. You’ve got to have some way to get someone that walks up to your booth, from just chatting with you, to buying goods, and to capturing their email address.

You can do that in a variety of different ways. One of the things that you can do is, like Marc put in our notes, is you can have a coupon available for people that like you on Facebook. That’s a great idea. Just make them do it, right on the phone.

If you’ve been to 7-11 recently, they are constantly asking me to download the app. Every time I go in for a Big Gulp or whatever it is, “Do you have the app? Do you have the app? Do you have the app?” “No.”

But what you could say is “You know what? If you like us on Facebook right now, show me your phone, I will give you this coupon for $10 off anything that you see.”

Marc V: Yeah. I’ve heard a comment to this before. “Well, they can just unlike me, as soon as they walk away.” Yeah, okay, they can. But most won’t.

Mark S: And honestly, the idea behind getting that to happen, and that really is kind of a low barrier kind of thing to get them to do, is that you can remarket to those people. So, if you do a Facebook promotion or an ad, or you have an event, those people will actually be notified, if they’re following your page, that you’re doing those things. So, you have an opportunity to sell to them.

Marc V: And Facebook makes it very easy. You write a post, “Hey, going to this event. Come by and see me.” As soon as you hit it, every single place you go on Facebook; your phone, your tablet, it’s going to ask you to boost that post. They’re going to ask you to basically pay, to show more people.

So, you click that Boost button, put in $20. Don’t spend a lot on it. Put in $20, and choose people who like my page. What it will do is all of those people who have come to your events and liked your page before, or your customers you’ve asked to like, will all get pushed that post. It’s a great way to let everybody see and know what’s going on, or if you have a coupon or a special, or whatever is going on.

Mark S: For me, the king of information capture is to get somebody’s email address.

Marc V: Yes.

Mark S: It’s very unlikely, unless there is a particularly big opportunity with this customer, that you are going to call them on the phone. That is not part of that many peoples’ sales repertoire, in the custom t-shirt business. But sending out an email is gold.

If you can collect their email address and do the same thing, that would be my preference. Whatever you can do to collect their email address, whether it’s give a coupon, or just turn your laptop around and say “Do me a favor. Just type in your email address here, or write it down on this piece of paper, because I’ve got some great stuff that’s happening after the show, I want to tell you about.”

Marc V: That’s perfect. There’s a lot of really easy ways to do it. If you use an email automation management tool, like Constant Contact or MailChimp, are two very popular ones, they all have very simple forms that are kind of built into the system. They have customer service that can help you set it up, if you don’t know how to do it.

You have that form right on your screen, whether it’s on a tablet, mobile device, whatever it is. That’s what you put right in front of somebody’s face, and you say “First name, last name, email, go. Sign up to learn more about us,” or “Sign up. After the event, I’m going to send out a special offer.” Whatever it might be, get them to sign up. That email is huge.

You can also take, if you have enough of those email addresses over time, you can push those into Facebook, and market to people on Facebook with that, as well.

Mark S: Absolutely. Do me a favor right now, because I’m just going to do another little re-introduction. If you’re just tuning in, this is Mark Stephenson and Marc Vila, from ColDesi and Colman and Company. And you are watching and/or listening to the Custom Apparel Startups podcast on Facebook and/or YouTube.

Marc V: Awesome! By the way, Mark likes you more, if you’re listening live. I learned that last time.

Mark S: I do. I do. I mean, thanks for watching. And by the way, you should share this podcast for us, right now.

Marc V: Please!

Mark S: Share this live video. We’ll just be quiet for 30 seconds, while you do that.

Marc V: If you share it and show us that you shared it, I don’t know what I’ll do, but I’ll get you something for free.

Mark S: Wow!

Marc V: Yeah. I promise that.

Mark S: And he’ll do it, sometimes, too.

Marc V: I’ll do it. I have some sort of power to do that, in my position.

Mark S: At least 30% of the time, he’ll actually do something like that. One, two, three. We’re now on number…

Marc V: Five.

Mark S: Five! Wow!

Marc V: Yeah, wow! When possible, go before you attend. This, I think, is a good kind of a scoping out what’s going on sort of thing.

Mark S: This is a real pro tip. Not a lot of people do this.

Marc V: Now, if this is a once a year event, seize your opportunity.

Mark S: Yeah. Don’t wait an extra year.

Marc V: Do not wait an extra year. However, if the event is every other Saturday, you can skip one before you do it. Go, see what’s out there. What’s going on? Who is there? What are the booths like? What’s the crowd like?

If you notice it’s a beautiful day, and it’s sunny, there’s not a specific holiday or any special football-throwing event going on, then a lot of people should be there. If there’s not, you know maybe this isn’t the event for you.

Mark S: I’ll give you a good example. A few weekends ago, I went to the Seminole Heights Market. It’s every other Saturday. Seminole Heights is kind of an up and coming area here in Tampa. It’s famous for being – how should I say it? What’s the word? Not yuppies.

Marc V: It’s like hipster-y.

Mark S: It’s very hipster-y. Small bungalows, craft beer, mid-size dogs.

Marc V: Yes. Sage to be burned around.

Mark S: A lot of Warby Parker glasses, that kind of thing. But you know, as I’m walking through and I’m looking at the vendors, if I was a new vendor selling custom t-shirts, and I showed up there with nothing but biker style custom tees, or wine and cheese tees, or bridal stuff, it just wouldn’t fit, and I don’t think I would be successful.

But if I went to that show, the next show that I came to, when I actually paid for the booth, man, I’d have some craft beer shirts. I’d have some beard care shirts. I’d tailor what I’m going to show to the audience. You’ll just be more successful, that way.

Marc V: Absolutely. You get a feel for the crowd. What’s it like? Is the market on a Sunday afternoon, and you notice that a lot of people are kind of in their church clothes?

Mark S: Yeah, they’re really dressed up.

Marc V: They’re dressed up, they’ve got hats and dresses, and there’s kids and ties. So, think about that.

Mark S: They’re not thinking about cheerleader shorts at that time. They’re not thinking about large jackets.

Marc V: Yes. You’re talking about family people. Think about “What do I sell, that’s family oriented?” Is it youth sports? Is it small business apparel? There’s probably a lot of small business owners there. Be prepared to talk with the owners of small businesses.

We’ve got Jason, Felicia, Terry, who shared. Thank you very much! I made a note to myself.

Before you go, check it out. See what the crowd is like. See how many people are there. See what the attendance is like. See if there’s any competition. If somebody has a really busy booth, what are they doing there?

Mark S: Yeah. And can you get the booth next to them, next time? That’s a great part of it.

Marc V: That’s a pro tip, right there.

Mark S: Find the busiest booth, and do whatever you can to be across the aisle, or right next to them, so that crowd will spill over.

Marc V: If you’re a go-getter and you’re not afraid, you can ask the person who signs up, “Hey, you know what? I went there last time, and there was this awesome crepe place, that smelled so good. If I could be near them, I would love to smell that all day!”

If you get near them, boom! Just ask. Sometimes, they’ll say yes.

Mark S: That’s a very strange example. It’s random.

Marc V: That’s an awesome example. I’m going to make a note.

Mark S: Maybe you’ll get a free crepe.

Let’s catch everybody up. Number one was pre-marketing. That’s the idea of getting to people, whether it’s show customers or your customers, in advance of the event, to let them know that you’re going to be there.

To refine your 30-second pitch, so you know what you’re going to say, when someone stands in front of you, or when a crowd stands in front of you.

Make connections at the event. Kind of specifically, that is the idea that everyone else that is selling at the show; the other vendors, the people in the venue, the people taking registrations, they are all potential customers, because they should all be dressed in custom apparel.

Have a way to collect emails, get reviews and get followers. So, map out kind of “Okay, this is how I’m going to get peoples’ email addresses. I’d rather they follow my page on Facebook.” Have a couple of options for ways for people to engage with you, and give them a reason to.

When possible, go and scope out the event before you actually write a check.

Marc V: Yeah. Also, if there’s a similar event that happens -.

Mark S: That’s a good idea.

Marc V: That maybe you missed the opportunity to register for. It’s not the same exact event, but it’s the same crowd of people. So, it is a dancing event for kids that are in dance. There’s one happening now, and there’s one happening in June. They’re put on by different groups, but it’s still local.

Go check that place out, and you can see what’s happening there, as well.

Mark S: And by the way, back to that, you can attend, and I’ve done this many times before, you can attend shows that you are not participating in or can’t afford to, and still work the vendors. Walk around the booth. Show off your stuff. Hand them a card. Give them a reason to contact you about upping their game for custom apparel, while they’re working the show.

Marc V: Especially if you go there, and you love cheese, and there’s a cheese booth, which there was one at this one here. It was really cool.

Mark S: I was wondering.

Marc V: And you buy some. Remember reciprocity, from the last episode. If you didn’t listen to it, listen to episode 69. You buy something from them, and ask them “Hey, next time you need shirts, reach out to me.” Or “What’s your email address? Do you mind if I email you?”

“I just bought something from you. What I’m asking back is for a conversation or an opportunity.”

Mark S: That’s a great idea.

Marc V: Remember, everything ties together. Now, we’re going to go ahead and go on to six.

Mark S: Yeah. That is bundles and upsells. I feel like you guys should be pros at this by now, because 100% of you listened to all three hours of the last three episodes on upselling. I’m sure of this.

But doing bundles and upsells is something that both Colman and Company and ColDesi have done a lot, in our trade show past. It’s been a while, but you always want to give somebody a reason to buy right there, on the spot. Because once they leave, now they’re subject to whoever else is not just direct competition for you, like maybe they have the opportunity from you to buy a $35 custom cheer jacket that had the event name on it. Well, that’s $35 that they can spend at any other booth.

So literally, everyone else is your competition, or may be, for that money. So, with bundles and show deals, you’re giving people a reason to stop now, at your booth, and lighten their wallet a little bit, immediately.

Marc V: Yes. And you don’t have to have the item always made and available, right then and there. What you do is you’ve got a tote bag, maybe, that you’re selling, with the event name on it, or a cool design with some rhinestones or something like that on it. This might be what you’re selling at the event.

Or you’ve got some fishing caps you’re selling there. You can offer the bundle deal. “Hey, by the way, I’ve also got the tote bag, a mini-purse and a large duffel bag combo. The tote bag by itself is $25. The whole combo is $99. Normally, it would be $130, for that whole kit.” Offer that to people as a bundle.

Maybe two of them, you have for sale there, and one comes later. Or you’ve got them all there, if you can. So, you sell all of the pieces. “By the way, if you buy two pieces, you save $5 apiece. If you buy three pieces, you save $10 apiece.”

Mark S: And you can work on scarcity, especially if you make inventory before the show. In other words, if you have some event t-shirts that you’re selling, or something that’s particular with that date and that time, and that story that you’re telling, and you’ve pre-made 50 of those, then you can simply point to the rack and say “This is all of these shirts that I’m making. I’m never going to make these again. If you want two right now, then we can do that for X price.”

So, you’ve got a little bundle deal, you’ve got some scarcity worked in, you’re motivating people to make a purchase.

Marc V: Yes. And you can have a way to display some of that scarcity, too. If you made three big duffel bags, and that’s all you have there, you could put a little sign, “This is all that’s left.” Or if you have a little flip number counter thing, zero through nine, you could put on there “Have one displayed. Three left.”

Have that right in the front. Have “three” and a little “left” sign. Then, when somebody buys one, you flip the thing, “two left.”

Mark S: That’s great.

Marc V: You’re showing people “Hey, by the way, I’ve got how many left? There’s three left of that $99 package. I know you said you were going to walk and come back, but you were really interested. I don’t want you to miss out.”

Mark S: That’s great. Always do offer something special, to get as many people as you can to make a purchase right now. Because as soon as they walk away, especially if you haven’t captured their email address, or gotten them involved in your Facebook presence, then they’re gone forever.

Marc V: And you can also offer the customization later, with that. You could say, if you’re selling a bag or a shirt or a hat, or whatever it is, and you’re talking about it, you say “Hey, if you buy now, what I can do for you is I can put your name on the back, if you’d like, of the cap. Are you interested in that? Okay, what I’ll do is I’ll keep your cap, and I’ll send it to you once I’ve added your name. Fill out this form.”

Then, you do that, and you tell them how long it’s going to take.

Circling around, because we kind of did five to seven there, for a moment. So, we’re going to make that six, this seven.

Six; have a way people can keep your information.

Mark S: I skipped that one on purpose.

Marc V: I think this is one of your favorite ones. People need to have something that they can take home, if they need to. Because some people are actually going to want to call you, after. If you see 300 people, it’s not going to be 300. It’s going to be three. But there are going to be a few people that are going to want to reach you later on.

So, you need to make sure you have some sort of flyer, brochure, business card. Sometimes, a little chotzky giveaway type of a thing, which is something probably Mark hates.

Mark S: I hate that.

Marc V: But work your crowd. Know who it is. If you’re going to an event with a lot of early 50s stuffy type of folks, that play like finance games in their spare time, there’s probably no type of a chotzky thing, a pen or anything, that they’re going to care about. “Give me your card. If I’m interested, I’ll call you.”

Mark S: I will keep all the chotzkies. I just won’t call anyone that gives me one.

Marc V: You won’t call anyone.

Mark S: I especially like the flashlights. I really do.

Marc V: Yeah. Flashlights are cool. You can get these little LED flashlights now, with your name on them, that go on a fridge. It’s so cool. I’ve got like two of them. You stick them to your fridge, and whenever you need a flashlight, it’s right there. It’s cool.

Mark S: You’re a chotzky person.

Marc V: If you want to get something like that to give away, it can be a way to kind of get somebody to at least come up. “Oh, a pen?”

Mark S: I agree. I’ll tell you, I’ll make a couple of distinctions. If you are in the custom apparel business, and you can give away something that’s meaningful and interesting, and maybe a little fun, that has something to do with custom apparel. Like if you want to give away a customized headband, or a wristband.

Or if you want to give away a little dog t-shirt, something that doesn’t cost you that much money, but it really kind of shows what you do.

Marc V: I like the koozie, the can cooler.

Mark S: Right, provided that that’s one of the things that you offer.

Marc V: Yes. If you have a heat press, and you’ve got a vinyl or transfer printing system, like a Digital HeatFX or a cut and press type of system, or rhinestones, you can make koozies. They’re very inexpensive to make. It’s very fast to make a whole bunch of them at once.

Mark S: It’s a great giveaway.

Marc V: There’s an attachment. If you buy a big enough bulk, and you get inexpensive ones, you’re talking like a quarter each, plus your decoration. You’re down less than 50 cents apiece. Just think about how many you would be giving away. It’s a good investment.

Mark S: Here’s kind of the divergence, though, is that the chotzkies that I don’t like, and we’ve had some great suggestions from people on the CAS group, that we’ll read at the end.

But the things that I don’t like about chotzkies, and having candy at the booth and things like that, is it brings over what I call future unsubscribers. If someone is just in your booth because they’re collecting all of the chotzkies from all of the booths, which is a profession all by itself, or they just come over to your booth because they really are hungry, and they want that candy.

Maybe you’re an awesome salesperson and you can turn that into a great opportunity, but probably not. Probably what’s going to happen is you’re going to, because of reciprocity, they’re going to give you their email address or maybe they’ll like your page. They really just wanted a Snickers bar or a pen, for some reason, and they’re just going to unsubscribe. They don’t really have any interest in you.

Marc V: It’s a great point. So, you need to just have some thought in your crowd. How many people are really potentials buyers, and not? If you do custom apparel for peoples’ boats – I mentioned kind of nautical, before – and you’re going to an event that you know that 95% of the people own a boat there, and are into fishing and all of that.

Mark S: That’s a good niche.

Marc V: Most all of them are really a strong potential buyer. Say, if you say “I can put your boat name and your name on a shirt and a cap.” Everybody there is a potential. I probably wouldn’t have an issue giving away something fairly expensive, to those folks, to really get them excited.

If it’s just a hipster market, and I sell that same type of thing, chances are that there’s a very small percentage of people. Then, I probably wouldn’t care as much about giving away anything more than like a business card or a flyer. So, you’ve got to think about it.

Mark S: I agree. I’ll give one more example, before we move on to the next one. We at ColDesi, ColDesi is a great company to work for. I’ll plug them a little bit. They have good benefits. One of them is a 401K. So, our 401K guy comes in once a month. He says hi to everybody, and he brings donuts.

This last time, he was handing out pens, with his company logo on them. Now, that was a nice gesture, and I appreciate it. But that pen is not going to remind me who he is. He’s been doing business with the company for years. The name of his company is really not what’s important. It’s his name, which I always remember.

The first thing I did when I got it was I put it in my drawer, and I forgot about it. So, that is a good example of what I would suggest you don’t do, unless you have a huge box full of 5,000 pens, and nothing to do with them. Then, give them away.

Marc V: Just find the right thing. Don’t just do it, just to do it. Have some thought behind it, is really the point that I think we could both agree on.

Mark S: Yeah.

Marc V: Next, we are on eight.

Mark S: We did that. We’re on work the crowd.

Marc V: Work the crowd, okay. Number eight. My numbers here are -.

Mark S: That’s because I messed up. This falls in – I made a little note on pet peeves. Everybody knows, if they’ve listened to the podcast, that I have some of these. Two of them are, first of all, it’s the people that just stand behind a table, with a very pleasant look on their face, and never say anything.

Those people are significantly better than the ones that are ever looking down at their phone, when somebody walks by. Never do that.

Marc V: Just put your phone down.

Mark S: I can’t remember what the other one was.

Marc V: I know one thing that you really like. You love these booths, when they have games. We were arguing about it earlier, and I was like “That’s not a fun idea,” and you were like “I love it, to like spin the wheel!” We argued about it. We were on Skype for like ten minutes. I said “Save it for the podcast, Mark.”

But I think that’s what you were going to say. Actually, to go back to that first point you were making, put your phone away. If it’s an emergency, obviously. Right?

Mark S: But it’s never going to be an emergency.

Marc V: Yeah. It’s almost never going to be an emergency. Put it away. Don’t be down there. If you really, really have to make a call, walk to the side of the booth. Don’t be behind there, because what you’re telling somebody is “This is more important than you coming by my booth.”

Mark S: Yeah, you’re busy. You know how it feels. That’s why Marc specifies what he’s doing, every time he looks down at his phone. He’s helping us be successful here on the podcast, broadcasting live and doing stuff.

If I were here and I were just on my phone while Marc was talking to you guys, that’s rude. It shows a lack of attention, and people will not walk up to your booth and say “Please sell me something. Excuse me, I’m really interested in that t-shirt. Could you sell it to me?”

Marc V: Yeah. At best, they just think you’re busy at the moment. “Oh, she’s busy. I’ll come back.”

Mark S: That’s very generous. I never do that.

Marc V: Yeah, that’s your best case scenario. “She’s busy. We’ll come back in five.” Then, they might not come back in five. So, stand up when you can. If you’re going to have a place to sit, sit up high, so you’re above the crowd. Make eye contact. Wave at people. Wear a smile.

If you need help from somebody else who is going to help you out, make sure, preferably not the reluctant teenager, but the excited brother. Find somebody who is going to work it with you, and act the same way.

If it is a little bit slower, and there’s not a lot of people hanging out, step out of the booth. Stand in front.

Mark S: Absolutely. Hold something that you sell.

Marc V: Everyone knows that it’s you, because the logo there matches the logo here or here, because you should be doing that already. We’ve talked about wearing your stuff, almost all of the time.

Mark S: Also, the tattooing your logo on your forehead is a really good idea.

Marc V: That’s a really good idea, by the way. The logo is the most important thing.

Mark S: Here’s another tip. If you are at a relatively busy show, one thing to focus on, if there’s a crowd walking by or you have more than a few people in front of your booth, is to talk to everyone. Even if Marc and I were talking about yes, this is the best. “What I would suggest is that you get a more expensive t-shirt. It will last better, in the wash. Listen guys, the reason that I’m recommending this t-shirt to Marc is because -.”

Don’t just zero in. You’ve got to really talk to everyone who is coming by, because you don’t know who your customer is going to be. The one that you spend ten minutes, trying to upsell into a bag, shirt, jacket, backpack combo, may not buy anything. But somebody that just was casually interested, may end up writing you a check.

Marc V: Yes. Really, the point of that is when you’re focused in on one person, you’re talking to them about what you’re going to sell them or what they want to buy, “Yes. I create custom apparel. I can do your whole team.” Then, you see somebody else walk up.

Bring them into the conversation immediately. “Hey, what’s your name? Nice to meet you. I didn’t get your name yet. Let me introduce you. What I was actually telling her about was that I do custom apparel for teams, and I could outfit the whole team. I do tote bags. Hey! Yeah, we’re talking about kind of everything I do here, if you want to hear a little pitch.”

Talk to everyone at once. “Oh, you have a question?” Let them ask the question, that other people hear it.

Mark S: I was looking for a way for us to be more interactive on video, and I think I’ve found it. I’m going to stand up. I hope it doesn’t break the internet.

Marc V: It won’t, but it will be like here.

Mark S: I’ll kind of squat down, because I want everybody to see this. Marc and I are talking. We’re in deep conversation. Three people walk up. What you don’t want to do is this. You don’t want to just turn your head and go “Yeah, I’m talking about a t-shirt here,” whatever spiel that you make.

You want to turn your body, so you open up.

Marc V: Open up to everybody.

Mark S: Include, physically, everybody in the conversation. I can’t wait to see how that looks on Facebook. I’m kind of squatting down.

Marc V: Open your arms, to include people in. Turn your body. Wave them closer.

Mark S: Wave them in. If somebody is walking by and you’re having a conversation, pause for a second. Say “Excuse me. Hey guys. Come on in. You’re going to want to hear what we’re talking about over here.”

Marc V: “I’ll tell you both at the same time. I’m actually talking about the show special that I have here, if you want to hear. Come on by.”

Because what I will hear, and I’ve been to a bunch of shows that I’ve attended, and that I’ve just actually gone to for fun, like I go to the market. And I notice these things. What you’ll notice sometimes is they give their pitch, and then they give their pitch.

I see them and I hear them saying it to them and them. And I know what they’re going to say to me, because I’ve heard them say it. Then, they come, and they say it to me. The way that they could have done it better is they saw all of us, “Hey! Hey!”

Another thing is, if you are ringing somebody out that’s not really part of – “Hey, I’m processing a credit card right now. Come see!” You’re not going to do that.

Mark S: “Do you want to see this guy’s credit card number? Because you can.”

Marc V: What you do is you say “Be right with you! I’m just going to ring out this credit card. I’ll be two seconds, if you’ve got questions. If you want, though, check out that shirt over there. It’s one of my favorites.”

Whatever you’ve got to do. “If you just want a flyer, it’s over there.” Say hi to everybody. I’m actually to the point in my life where I feel that I’m old enough, and don’t care enough, that when I’m at a store or an event, and somebody doesn’t greet me, I’m just going to start saying to them “You’ll be right with me!”

I’m just going to say it to them, because it takes one second to just say “Hey.” I went to this nursery. Plants, not babies.

Mark S: That’s good, because that would be weird.

Marc V: Because I was going to buy something in a nursery, and I wanted to be sure that you didn’t think I was buying babies. But I was at a nursery, and there’s like three people that work there. I’ve been there, oh, half a dozen times.

What I notice is every time I go there, they have a culture there. I don’t even know if their boss tells them to do this, but everyone is friendly. It’s very much, as soon as they’re walking by, “Hey, be right with you. Helping these folks out. If you’ve got a question, I’ll be up in the front.” Even if they have to kind of holler it, because it’s a nursery, so it’s big. They just say it.

Nobody is ever offended. “Oh, you stopped talking to me to say hi, and to wave to somebody?” Do it. Do this in your store, by the way, if you have a store. Do this at events.

Mark S: People like it. It’s good customer service. People appreciate that.

Marc V: Yeah. This is beyond just shows. Say hi to everybody coming in. Work your crowd.

A little bit kind of jokingly, I made a note on the bottom, half serious, half joking. But if you want to really kind of need involvement, because you’re having a hard time getting it, if you find it to be a bit boring, you want to really give away something interesting. I joked about like a coupon wheel, stuff like that.

This really is going to depend on the crowd you’re working with. You need it to be kind of a very outlandish, wild, loud crowd. Maybe there’s alcohol involved at this show, where it’s like a party style of event. At that point in time, you can have like a game. And you’ll know, if you’ve been to the show before, if that’s appropriate for that show.

Some shows, you’ll walk through, like if it’s a sports apparel show, there’s probably multiple booths that have cornhole tosses and basketball things. I used to, when I was younger, and my father was in marketing, I used to go to these food shows. That was a thing at these shows. Most of the booths had an interactive event.

It was like a “guess your weight” thing, and throw a basketball in, and if you get it in, you get something. So, if the event is appropriate for that, then you want to participate, because you don’t want to be the only one not doing it. I think that’s more of the thought behind it.

Mark S: I disagree with all of that.

Marc V: Spin a wheel, and you get a t-shirt.

Mark S: That’s the unsubscribe list.

Marc V: Mark said the other day that spinning wheels was awesome.

Mark S: No, definitely not.

Marc V: He said it. And balloon popping. I’ve got it recorded!

Mark S: As a matter of fact, I’m looking through some of the comments, some of the responses to the poll that I did. By the way, I asked our pros in our CAS Facebook group what they did, gave them a few options of what they did to ensure success at a show.

The vast majority makes shirts onsite.

Marc V: Okay.

Mark S: By far, the most. That’s a great idea, if you can do that, is to make shirts onsite, because people think that’s fascinating. They’ve never seen that.

Marc V: They want to see it.

Mark S: I was at a completely unrelated event. It had nothing to do with apparel, but there was a company out there that had a one-color screen of the event shirt. They would actually let people make their shirt. They had a little dryer there. They would have people put the shirt on, close the lid, put the ink on, and just go to it.

There was a line of people that were spending $15, for a $3 shirt, because they got to make it themselves. That got a lot of attention. I thought that was a great idea.

Marc V: Yeah. Make them at the show, if you can, when you can, when it’s appropriate. Do the math ahead of time, though. I’ve talked to some folks, “I’m going to bring my embroidery machine to a show, and I’m going to do custom stuff.” “Cool! What are you going to put on? Are you going to do names, half-inch lettering? “Just monograms, and they’re only going to be a half-inch tall.”

Okay, you’re talking about a couple thousand stitches or less. These are quick. You’re going to be done in a couple minutes at a pop. But if you’re going to be embroidering logos on the front, and you’re talking about 15-minute sew-outs.

Mark S: Yeah. This is a 12 to 15-minute sew-out, so you’re not going to want to do that live, unless you’re doing it specifically for interest. In other words, if I were selling ColDesi shirts at an event, I think it would be a cool idea to have my embroidery machine up front somewhere, so people can see it sew out.

But all of the things that I’m selling are off the shelf.

Marc V: Off the shelf. “No, I’m not actually doing custom embroidery now. You know why I have it there? Because people love to walk by and look at it.”

Mark S: “But if you want me to do something custom, here’s the pricing. I’m happy to do that.”

Marc V: Absolutely. Sometimes it’s cool to have stuff. You could do it for giveaways, if you want to. If you’re doing the can cooler giveaway, you’ve got some pre-made logos, you’ve got your can coolers. You’ve got a bunch of them. They’re all blank, and you make them as you give them away.

This gives you an opportunity to get a minute with each customer. “Yeah, this is how I would make your shirt. I have this printer. It does this. Yeah, I do this.” And you talk to them while you’re making it. “Here you go.” Take a business card or a flyer, pop it inside. Hand it to them and say “Hey, think of me next time, or at least refer me to somebody.”

Mark S: I think there was a lot of good information. John Bartell-Smith, he’s a regular contributor to CAS, said he does onsite screen printing, offering two different shirt colors. He’s got that worked out. John is a real pro. He knows what to do.

But Jane Mills Rogers has the best tip, I think. She said her best was free beer and wine at a boat show. That boat and yacht people want their boat name on everything. And apparently, I’m just assuming that they all drink beer and/or wine. I think that’s a great tip.

Marc V: The beer and the wine is an example of the free giveaway, like it could be candy. It’s like you’re going to get people there. But she’s at a specific event, where she knows her audience is mostly potential customers.

Mark S: And at the hipster market on Saturday, a craft beer sample would probably be an appropriate giveaway.

Marc V: Absolutely.

Mark S: Rachel’s got – they do an upsell bundle, $15 each or two for $25. Lori [inaudible 57:17] does, they do studios. For example, they’ll go into a cheerleading studio or gymnastics studio, and they will do their own little mini-event, where they’ll go in with custom shirts, and take orders and things like that.

Lori will book those onsite, for people attending the show, and give them a free shirt, if they book their studio. That’s a great idea.

Offering great designs that are already done, candy and water. And apparently, Scott [inaudible 57:47] is a loud talker, in this case. At the movies, that’s not great. But at these events, that’s pretty good.

Marc V: Unless like Rocky Horror Picture Show. Is that what we’re talking about? Because I wasn’t paying attention.

Mark S: Okay. Debbie [inaudible 58:03], you really should go to the CAS group and look for that poll. If you just type in “Mark Stephenson,” it will come up, or “Group Pros,” and it will come up, and you’ll be able to see the rest of those.

Marc V: We’ve got about two minutes left, so we’re going to do one more, which is post-marketing. We can keep it short, but it’s important. Post-marketing; after the event, you’ve collected email addresses. You’ve gotten people to like you on Facebook. You’ve maybe gotten names and phone numbers, if that’s appropriate and important.

You’ve collected business cards, and you’ve gotten information from the local booth people. You’ve got all of this information. You’ve got a nice stack of information. Go through it, and you figure – I kind of tier it down. The first tier is these are the people that deserve a phone call or a visit. Like I talked to this guy. He says he owns an AC company, and they’re looking to do custom apparel really soon.

Mark S: That’s good.

Marc V: I told him I would visit him this week. So, here’s your call people. Then, you’ve got like your personal email people, or message on Facebook, whatever it would be. These are the folks that you actually want to personally send a quick email to. “Thanks for coming. We talked about this. I know you said you were going to be ready in three months. I set a reminder. I’m going to reach out to you again. Thank you again.”

Then, you’ve got the blast. The blast is what goes out to your email list, your Facebook pages, thanking everybody at once, in a not as personal way, but to remind them of who you were, what your booth was like. You could send a picture of it. ‘Hey, you probably got a koozie. If you didn’t, give me a call.”

Mark S: If it makes sense, you might, again, rent the list of the people that attended, and send out an email through the provider. This is really where you could add some money to your business. I’ve definitely added money to the businesses that I’ve worked for in the past, and to ColDesi’s business, because we follow up in a timely manner, after shows.

Very few people will do that. If you have been to the ISS show or the MBM show or any of the custom apparel shows, to look at equipment, and you went by and there were 300 or 400 vendors there, and you signed up at 200 booths, you’ll get three phone calls and eight emails, and that will be it.

So, you will stand out from the crowd, and come off as more professional, and make more money, just because you market to the people that attended the show, after the show.

Marc V: Yeah. The last event I went to, I bought a few things, stopped at a few places. One person, out of everybody I stopped at, sent me an email, and posted something on Facebook that might have been a boost post. It got to me, so I think it might have been. I didn’t pay attention to it, but there was one.

So, you’re going to be one of the few people that pick up the phone, send an email, do a blast, do a thank you type on Facebook or social media, or whatever it is. You’ve got to do that. It’s really, really important. You’ll stand out, and it will remind people who were interested. “Oh, yeah. We talked about that.”

Especially to the other vendors, those are the people where I might send out a personal email to a lot of them, and say “Hey. Next time, if you want to look as sharp as me, I’ll make sure that I get you set up with a few custom shirts for you to wear at these events.”

Mark S: That’s great. I’ll tell you what. I’ve got two more, but that we don’t have time for right now. So, what we’ll do is we’ll talk about those a bit. We’ll put them in the show notes, and after we sign off here today, maybe we’ll do a little video, just for people that come to the page, CustomApparelStartups.com.

Marc V: So, we’re going to sign off?

Mark S: We’re done!

Marc V: Okay, cool. Well, thanks for listening, watching, everybody. Some folks just joined in. I see Joe just joined in at the end. Glad to see you here.

Mark S: The recorded video will be on the page in just a few minutes.

Marc V: And again, you can find this stuff on iTunes, you can find us on iTunes, YouTube, Facebook. On Instagram, you’ll see little snippets. On Twitter, you’ll see when new things are happening. On Stitcher, you can find us. Whatever your preference is.

Mark S: Visit CustomApparelStartups.com.

Marc V: You can listen right on the website. So, whatever you prefer and is your method of listening or watching this type of information. And if you thought you were never going to do a show, and it was never in your business model, I would just spend a little bit of thought. I like to give little homework things.

Mark S: Okay.

Marc V: I would say take ten minutes of quiet time, and say “If I were to do a show. I know I’m not going to, but if I were to do a show, who would I go see? What would it be?” Do some Google searches, and you might find that there might be something that you can attend, that you would like to go to anyway, where you can have kind of a handful of business cards.

Walk around, say hello, pass it out. If you do that, you will get new customers.

Mark S: I love that idea. Okay, thanks everybody! This has been Mark Stephenson, from ColDesi.

Marc V: And Marc Vila, from Colman and Company. Thank you, everybody!

Mark S: You guys have a good business!

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