233 | Sales results from exhibiting at Shoppe Object with Jodi Kostelnik, The Neighborgoods
Trade shows are a big project to take on for product based businesses interested in wholesale. The biggest question I get: Is it worth it?
In today’s episode, Jodi Kostelnik of The Neighborgoods joins us to share all about her experience with trade shows, specifically with Shoppe Object. Jodi opens up with transparency about the numbers she’s experienced with trade shows, what her goals are as she heads into them, and even highlights different approaches she’s taken to trade shows.
Trade Shows for Wholesalers
In the wholesale industry, trade shows play an important role in getting your brand and products in front of new and existing retailers. They can do wonders for growing your business by allowing you to generate a large sum of sales at once, while also creating long-term ordering clients.
As a wholesaler, you have options for where you’ll invest not only your time, but your money, so we want to make sure you’re getting the support you need to make those decisions. We’re thankful to Jodi Kostelnik for taking the time to be transparent in this conversation about trade shows, what worked for her business, and what her numbers looked like. I’m hopeful this conversation will help you navigate the decisions you face with trade shows in your business.
How to Plan for Trade Shows
If you’re considering what trade shows can do for your business, there are a few important things to keep in mind:
What’s your goal? You need to go in knowing your goal, whether that means getting in front of new retailers, making large sales, etc.
Does this trade show work best for you? There are so many options out there, but when it comes to a trade show, will it actually help you achieve your goals for your business?
Does it work for your budget? With the budget you have, does a trade show serve you better at this moment than hiring a sales rep or an associate?
Understanding your goals and what will work best for your business is so important when you’re deciding on if you’ll participate in a trade show, but also which ones you’ll participate in.
The Benefits of Trade Shows
While you may approach trade shows with an expectation to sell big orders, it’s also important to note that’s not the only benefit. Trade shows offer great benefits for wholesalers, including:
Meeting New Retailers. There are so many retailers at trade shows that you’ve never heard of and they’ve never heard of you. Trade shows open the door to that connection.
Selling Large Quantities & Orders. Retailers are coming to trade shows with the expectations of buying while they’re there. If you’re offering first time buyer deals or even trade show deals, you can increase this number!
Reselling to Existing Clients. Many retailers are only placing orders at trade shows. This means they may not respond to your calls or emails throughout the year, because they’re only planning to buy at the show. This also gives you the opportunity to show off new products they may not know you have.
Building Up Long-Term Clientele. This benefit outweighs them all—your sales at a trade show aren’t the only success metric. You also have to consider the longevity of your relationships with these clients. One small sale at a trade show can become a loyal and frequent customer.
Your Trade Show Options
Since there are a variety of trade shows out there, you have options. In this conversation with Jodi, she shares her experience with a few shows, but primarily with Shoppe Object in New York City—Jodi’s favorite.
It’s important to find what works for you, because every show is different. You may enjoy the booth location you had at one, while you enjoy the experience of another. These features are going to make an impact on your experience.
Online vs. In-Person Trade Shows
While we like to think of trade shows traditionally as an in-person experience, like everything over the last few years, we’re now seeing virtual experiences enter the picture. Jodi shared her experience in our conversation, highlighting that both were great experiences, but the biggest difference she noticed was that in her online experience with Faire, she primarily saw a trend of repeating clients rather than new.
Her advice? Try out both experiences to see which one you prefer.
The Numbers Behind the Trade Shows
With any trade show, you want to make sure you’re reviewing the numbers to show that they’re worth your time. Jodi’s transparency gave us the opportunity to see her trade show numbers over the years. A few of her trade shows resulted in the following sales:
Revenue of $5,000 through 17 orders with an initial investment of $4,000.
Revenue of $9,600 through 26 orders.
Revenue of $6,000 through 15-17 orders.
Revenue of $6,000 through 15-17 orders.
Revenue of $14,000 through 21 orders.
As a reminder, trade shows can bring you more than just immediate sales, they bring you long-term customers.
Working with Reps at Trade Shows
Another approach you can take to trade shows is by working with reps who handle the shows for you. Essentially, you hire a company to sell your products and handle the invoicing, then they send you a check. This eliminates the hard work you have to put in, but it also cuts into your profits because you’re paying a fee for them to be at the show for you and you’re paying a commission on sales.
Trade Show Feature: Shoppe Object
Through the experiences that Jodi has had with trade shows, she’s found Shoppe Object to be her favorite. She’s able to meet her goals of meeting new retailers and selling larger orders, but she’s also found that the show logistics were easier.
Shoppe Object provides the walls and lights which makes for an easy set up, but they’re also friendly to their vendors. Not only is the in-person event lovely, but they also offer an online platform that allows retailers to shop and view vendors online. While being on multiple wholesale platforms isn’t recommended due to the amount of work it can create for wholesalers, it allowed for Jodi to see new retailers she’d never connected with in-person.
If you’re ready to try out a trade show for your business, make sure you check outShoppe Object and look for Jodi’s booth for The Neighborgoods.
Today’s episode is brought to you by Paper Camp, where we share everything you need to know about selling wholesale and exhibiting at trade shows.
We’ll help you launch or refine your wholesale line so that you’re selling your products to retail stores big & small.
If you enjoyed today’s episode and are ready to add trade shows to your business plans this year, make sure you’re on the waitlist to join us at Paper Camp!
Important Sections in Today’s Episode:
Get to Know Jodi (3:32)
About Trade Shows (4:50)
Long-Term Benefits of Trade Shows (8:30)
How the Rep Group Handles Shows (12:48)
Deciding on the Right Shows (16:53)
Disadvantages of Reps at Trade Shows (20:25)
Trade Show Feature: Shop Object (22:36)
In-Person vs. Online (26:35)
Advice on Trade Shows (34:35)
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MEET JODI:
The Neighborgoods is a one stop shop to pick up witty and unique gifts for any and all occasions based in Washington, DC. They create a variety of colorful food-themed goods such as their signature dish towels, tote bags, aprons, greeting cards, pins, and more.
Jodi Kostelnik is the creator behind The Neighborgoods. She is inspired by the beauty of food and how it brings people together. From 2006 - 2018 Jodi ran her own design studio specializing in packaging design. This has been translated into her brand where her products are packaged super cute and ready for gifting.
The Neighborgoods has grown over the years from a side hustle, to having their own brick and mortar store, and then taking a step back into their current home basement studio where everything is hand packaged with love, and is sure to bring a smile to your face.
CONNECT WITH JODI
Website: TheNeighborgoods.com | Facebook: @TheNeighborgoodsWithLove | Instagram: @theneighborgoodswithlove
Connect with Katie Hunt
Katie Hunt is a business strategist, podcaster, mentor and mama to four. She helps product based businesses build profitable, sustainable companies through her conferences, courses and coaching programs.
Website: prooftoproduct.com | Instagram: @prooftoproduct
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