[Jewelry making - Article 00020] - Re: [Orchid] Show dealer at Tucson

[MillsGem]

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    On the general subject of "doing" shows there are a couple of
    considerations that are often overlooked inspite of their being
    somewhat obvious. It is essential that you try to get a handle on
    the demographic makeup of the attendees. First and foremost would be
    the perception of whether those attending might be wholesale or
    retail buyers. Most shows will try to screen out the public if they
    are wholesale. Other shows don't make a distinction and will sell to
    just about anybody with the cash. If, as a small operator, you
    decide to do a wholesale show you had better damned well have
    something that will stand up to the competition with respect to
    price and selection. Retail shows are probably more flexible
    iinasmuch as you can sell to either category of buyers. After all,
    price is nearly always geared to quantity and who gives a whit about
    the distinction if the deal is right for you and the buyer ! Again,
    on the subject of retail shows, you want to get a take on the
    composition of the attendees. Almost all shows are thematic and will
    tend to draw those who identify with the theme. Rockhound shows
    obviously will attract rockhounds, but they will also draw from the
    general public. My experience has taught me that if shows are open
    to the general public one should have a diversified selection of
    goods. I am sure that there are exceptions to this generalization.
    It goes without saying that if you have a gimmick or novelty you
    might be able to get along with as little as one product. On the
    other hand, a limited selection can be risky.  It is also important
    to make some judgement about the financial qualifications of the
    potential showgoers. If the promotion of the show encompasses people
    within an affluent area your prospects of selling high ticket goods
    are going to be enhanced. On the other hand, selling high ticket
    goods at shows lacks credibility with the general public inasmuch as
    they perceive the sellers to be less accountable by virtue of their
    itinerancy ( here today, gone tomorrow ) One of the biggest failings
    of rockhound shows is that they have very amateurish publicity and
    that they often don't appeal to the general public. A well run show
    will recognize that the public CAN be induced to attend if their
    curiosity is piqued. The TGMS show at the convention center in
    Tucson is exemplary in that it makes a concerted effort to appeal to
    the general public with the net result that tens of thousands of
    locals pay to see it. On the other hand, many rockhound shows that
    confine their publicity to the rockhound network alone fail
    miserably. ( Rockhounds don't spend much money....they often make
    their own gems and create their own jewelry, not to mention the fact
    that the average age of the rockhound fraternity is somewhat
    elevated and, therefore, not as acquisitive.) In summary, it is
    essential that you find out as much about the show as possible
    before commiting to it. You need to talk to people who have done it,
    ask questions about the promotion and form opinions about the
    demographic makeup of the potential attendees. Better yet, if you
    have the opportunity, attend the show beforehand and imagine how you
    might fit into it. This will also give you the opportunity of
    getting a take on it from the dealers' perspective. Try to get that
    perspective towards the end of the show. If a show has not been good
    dealers will reveal their feelings about it very openly. If you
    observe a lot of scowls on dealer faces you will already have a
    pretty good take on how things went.....Ron Mills at Mills Gem 
    Co., Los Osos, Ca.. 


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