Shownotes
BUSINESS BUILDING INSIGHTS
- Understand that you are unique. Others can emulate what you do but they can’t exactly copy. Everything we do has our signature thumbprint on it.
- When you create a demand for yourself and your unique offering, people will not only want to work with you but will pay a premium to do so.
- You must have an online presence. Without a stronghold in the online space, you’re at a disadvantage in today's business world.
- Look at successful people and businesses. Look at their path to success and see what you can use for your own.
- Momentum is key. Now is not the time to sit back and wait. It's time to put things in action and move forward. Take action!
- Help, guidance, and mentoring from the right person can make a world of difference in your business.
- Gathering emails is vital. It’s something that nobody can take away from you. <-- Pro tip!
- Always be authentic. People buy from people they know, like, and trust.
Online Craft Shows - What You Need To Know
- Advantages of online craft shows:
- Virtual shows allow you to connect with people who would never attend an in-person event.
- The virtual space is a lean-forward environment. When people attend a virtual event, they are fully engaged. They want to get something out of it.
- Reach a much wider audience than ever before - even worldwide - with today's technology.
- You don't have to be a well-established business to take advantage of the virtual space. If you have the drive and the ability to implement constructive criticism, you can do well.
- Challenges of virtual shows:
- There is a gap between a society that is ready to attend online events and business owners who don't know how to present virtually.
- The experience is an evolving landscape as we learn what works best and what doesn't.
- Tips for online craft show success:
- Your virtual space must look great on camera. Create a virtual "showroom."
- Up your product photos game. Have photos on simple white backgrounds as well as lifestyle photos.
- Create descriptive product details including the senses they can't experience online (how it tastes, feels, smells, etc.).
- Focus on your bestsellers or seasonal items for shows. Don't list everything you offer. Too much creates confusion and overwhelm.
- Work your networks and email lists to get the word out about your online events. Nobody will just happen by, as might happen at an in-person event.
- When all exhibitors draw in their networks, everyone in the show benefits.
- Join virtual events early to take advantage of all promotional opportunities.
- Listen to the full convo for lots more on online craft show success!
Robert's Contact Links
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Transcripts
Gift biz unwrapped episode 304.
Speaker:Someone can emulate what you do,
Speaker:but they can't copy what you do.
Speaker:Because everything we do has our own signature thumbprint on it.
Speaker:Attention gifters bakers,
Speaker:crafters, and makers pursuing your dream can be fun.
Speaker:Whether you have an established business or looking to start one.
Speaker:Now you are in the right place.
Speaker:This is gift to biz unwrapped,
Speaker:helping you turn your skill into a flourishing business.
Speaker:Join us for an episode,
Speaker:packed full of invaluable guidance,
Speaker:resources, and the support you need to grow.
Speaker:Your gift biz.
Speaker:Here is your host gift biz gal Sue moon Heights.
Speaker:Hi there.
Speaker:It's Sue Coming to you from snowy.
Speaker:Chicago go.
Speaker:I'm a huge lover of snow.
Speaker:As you may already know if you're not in snow country,
Speaker:let me paint a picture of the perfect blizzard.
Speaker:It starts with huge fluffy white flakes falling lightly to the
Speaker:ground. As time goes on,
Speaker:the air gets more crowded until there are beautiful glistening flakes
Speaker:dropping all around.
Speaker:As if you were standing inside a snow globe,
Speaker:you're treated to a calm muted world with the tree branches,
Speaker:accented and weighed down by snow.
Speaker:The path ahead of you is angelically untouched.
Speaker:It's like walking into a world full of peace and tranquility.
Speaker:And if you catch it at the right time and you're
Speaker:the only run around,
Speaker:you can easily hear the soft crunch of each of your
Speaker:footsteps. Perhaps you can even find tiny footprints of animals who
Speaker:have just passed by a perfect snow.
Speaker:And I'm always so grateful for the times I get to
Speaker:experience it.
Speaker:So I had to share it with you.
Speaker:When I think of the pure white untouched snow.
Speaker:I'm also thinking about how I want you to enter into
Speaker:this episode without past footprints leading you in a predetermined direction.
Speaker:I say that because we're going to be talking about virtual
Speaker:events, selling directly to the consumer.
Speaker:And I don't want you to immediately categorize this conversation into
Speaker:wholesale trade shows or think of this as a face-to-face craft
Speaker:show, just moved online,
Speaker:kind of like a second best.
Speaker:It's a mistake to go there.
Speaker:Virtual shows are a completely separate category entirely.
Speaker:Did you hear me?
Speaker:Virtual shows are a completely separate category.
Speaker:Entirely. These online events come with their own potential.
Speaker:They have unique qualities you need to understand,
Speaker:so you can take advantage of all the opportunities and there's
Speaker:huge potential for new that up until now.
Speaker:You may never have approached like a direct connection to a
Speaker:national audience.
Speaker:And well,
Speaker:why don't we just get into the show and you'll hear
Speaker:all about it.
Today. It is my pleasure to introduce you to Robert Allen
Speaker:of new media connection.
Speaker:Robert has emerged as one of the most sought after virtual
Speaker:event producers working today with over 30 years of video production
Speaker:expertise, he helps companies pivot to take their advent experiences online
Speaker:for more than three decades.
Speaker:Robert has been an award-winning event,
Speaker:video journalist.
Speaker:He was inducted into the Weaver hall of fame in 2002
Speaker:received the prestigious Bob Labar vision award,
Speaker:a multipurpose international creative excellence award winner.
Speaker:And for two years in a row was named to the
Speaker:event DV 25,
Speaker:who are considered to be the most influential videographers in the
Speaker:field in 2005,
Speaker:Robert advanced onto the new media landscape with the creation of
Speaker:wedding podcast network,
Speaker:which quickly became a leading authority in bridal media today,
Speaker:Robert develops and produces strategic internet marketing campaigns for a variety
Speaker:of for-profit and nonprofit clients.
Speaker:Robert's latest endeavor is at home events,
Speaker:producing interactive virtual event experiences with his partner,
Speaker:Holly Ehrlich,
Speaker:Robert, welcome to the gift biz on wrapped podcast.
Speaker:Thanks so much for having me.
Speaker:So We knew this was coming.
Speaker:We've been talking about this for a while and I am
Speaker:thrilled that you're here.
Speaker:Can't wait to dive in,
Speaker:but I've already warned you about my traditional question.
Speaker:Haven't I?
Speaker:Okay. So if you were to describe yourself as a motivational
Speaker:candle, what color and quote would be on your candle?
Speaker:Well, the quotes easy,
Speaker:and I was thinking about the color and you know,
Speaker:me, I usually dress in very dark colors,
Speaker:but when I think about it as my candle,
Speaker:I think my candle would be rainbow because I would want
Speaker:it to be all inclusive.
Speaker:Am I quote,
Speaker:would definitely be by Ralph Waldo.
Speaker:Emerson do not go with the path may lead go instead
Speaker:where there is no path and leave a trail.
Speaker:And that's really a quote that I live by every day,
Speaker:Mark your own path,
Speaker:make a name for yourself,
Speaker:be different,
Speaker:which calls attention to you and makes you stand out from
Speaker:the crowd.
Speaker:Exactly. And I've always been a sharer and a teacher.
Speaker:And I think if I had another path to take in
Speaker:my life,
Speaker:it would have been a teacher because I never minded sharing
Speaker:what I learned,
Speaker:never feared someone trying to copy me or anything like that.
Speaker:Always felt that if I knew something,
Speaker:it was my job to be able to share it and
Speaker:lead the way,
Speaker:love that.
Speaker:Well, I'm going to Ask you,
Speaker:and this might catch you off guard a little bit,
Speaker:but this is an issue that we have with my audience
Speaker:all the time is if someone is just starting a business,
Speaker:they don't want to tell anybody because what if somebody steals
Speaker:their idea and let's face it,
Speaker:very few things have never been made.
Speaker:You might make a different version of a candle,
Speaker:or there's a different way.
Speaker:You bake cupcakes or create your pottery.
Speaker:What's the advice you would give people who are so anxious
Speaker:about sharing their ideas because that's ingrained in you.
Speaker:What would you say to people who feel like they have
Speaker:to keep it a secret?
Speaker:I think that human nature kind of tells us that,
Speaker:right? We want to protect what's ours.
Speaker:Okay. But when you're a creator,
Speaker:when you are someone who loses creativity,
Speaker:someone can emulate what you do,
Speaker:but they can't copy what you do because everything we do
Speaker:has our own signature thumbprint on it.
Speaker:And that's what makes us who we are.
Speaker:So I think that that concern is valid,
Speaker:but it's not something that should hold anyone back from achieving
Speaker:their goals and their dreams.
Speaker:The idea will get out eventually and people will nip at
Speaker:your heels,
Speaker:but look at it as a compliment.
Speaker:They say that imitation is the best form of flattery,
Speaker:but it's something that you have to learn to live with
Speaker:as someone who creates,
Speaker:because someone will always try and emulate what you're doing.
Speaker:Right. And I guess the way I think of it also,
Speaker:based on what you're saying too,
Speaker:is you don't need every single person out there to be
Speaker:following you to be successful in your business.
Speaker:I mean,
Speaker:think of how many people there are,
Speaker:even just in the United States,
Speaker:you need a group,
Speaker:not totally small,
Speaker:but you need a group of people who are loyal and
Speaker:committed and following you.
Speaker:And from there,
Speaker:everything just unfold.
Speaker:Absolutely. I think everybody needs a handful of raving fans.
Speaker:And I think once you establish that base,
Speaker:I think the natural exponential growth happens,
Speaker:but staying true to what you do and not trying to
Speaker:please everyone,
Speaker:but I think the word niche marketing targeting in on who
Speaker:wants you,
Speaker:the idea of just kind of browsing the pages of a
Speaker:newspaper, let's say,
Speaker:you know,
Speaker:are few and far between everything is targeted.
Speaker:Now we search for exactly what we want to see.
Speaker:So the people that zero in on what you do,
Speaker:what you create are the people that are looking for that.
Speaker:So I think as we move into the technology that lies
Speaker:before us,
Speaker:I think it allows more people to be able to find
Speaker:us easier.
Speaker:Have you heard the quote different is better than better?
Speaker:Have you ever heard that,
Speaker:that came to mind also as we're talking,
Speaker:because it's almost better not to follow people who are in
Speaker:your industry necessarily because you'll be tempted to just try and
Speaker:copy what they're doing,
Speaker:but better versus I'm going to stick with candles here,
Speaker:making a candle that's different than to your point,
Speaker:so that your niche down,
Speaker:you have a different quality to your product and people will
Speaker:love it and follow it because you're the one who's doing
Speaker:that. Not just making yet another candle,
Speaker:even though all the candles are great.
Speaker:I bought No,
Speaker:no, I agree.
Speaker:And that has been my business philosophy all along is to
Speaker:create the demand for me,
Speaker:for what I do so that people would not only want
Speaker:to work with me,
Speaker:but would be willing to pay a premium to do so
Speaker:because they get you.
Speaker:Yeah, exactly.
Speaker:And what doesn't work if you're looking to mass produce,
Speaker:okay. Because you would need to create something that can be
Speaker:kind of stamped out,
Speaker:let's say,
Speaker:but that was never my approach in anything that I did.
Speaker:So I always wanted to create from scratch.
Speaker:And when you do that,
Speaker:that should command a much higher price tag because of the
Speaker:work that went into creating that.
Speaker:Sure. Well,
Speaker:tell us a little bit about how you've gotten to where
Speaker:you are today.
Speaker:Well, I have always from when I was very young,
Speaker:as young as the seventh grade,
Speaker:when I was made the captain of the intermediate school,
Speaker:51 audio visual squad,
Speaker:and it was all downhill from there.
Speaker:From that moment on when I had a room full of
Speaker:projectors and film,
Speaker:strip projectors,
Speaker:and very early video equipment.
Speaker:And we're talking,
Speaker:I don't want to date myself,
Speaker:but we're talking about the mid 1970s.
Speaker:And that's really where it started.
Speaker:My love for capturing images was born at that moment through
Speaker:photography and video.
Speaker:And it took me through a video career in capturing special
Speaker:events and teaching my techniques.
Speaker:I had the opportunity to do a number of celebrity weddings
Speaker:in my career and be in situations in places where it
Speaker:kind of had to pinch myself say,
Speaker:am I really here my really doing this wedding?
Speaker:And it was very exciting,
Speaker:got to meet some very interesting people that morphed into creating
Speaker:wedding podcast network in 2005 when the iPod was literally just
Speaker:born. And I remember when we live in New Jersey and
Speaker:Holly and I would travel into Manhattan and as we started
Speaker:to create the network and do interviews and we'd be riding
Speaker:on the subway car and I would,
Speaker:she'd be reading her magazine.
Speaker:And I would be counting the number of people on the
Speaker:train car that had the white earbuds in,
Speaker:because I knew that they were listening to an iPod and
Speaker:they could very possibly be listening to our podcast.
Speaker:And it was very exciting at that time to watch how
Speaker:this medium began to unfortunately like many things I've done in
Speaker:my career,
Speaker:we were way ahead of the curve and the 2005,
Speaker:2007, and went on for 12 years,
Speaker:we would meet with brand managers and they would look at
Speaker:us cross-eyed they had no idea what a podcast was or
Speaker:how powerful it was.
Speaker:And we had a very hard time monetizing that back then.
Speaker:And then now here we are doing a podcast together and
Speaker:podcasts are everywhere.
Speaker:Yeah. But I can only imagine back then,
Speaker:Robert, because I know when I started my show,
Speaker:which is about,
Speaker:Oh gosh,
Speaker:I'm going to be going down to six years now,
Speaker:even then people didn't really know podcasts.
Speaker:I mean,
Speaker:even my audience right here,
Speaker:you had to educate people.
Speaker:What's a podcast.
Speaker:How do I listen?
Speaker:Is that a URL?
Speaker:Do I have to go on the computer?
Speaker:Like people were still very confused.
Speaker:So I can only imagine back in 2005,
Speaker:what it was like,
Speaker:It was almost impossible to get that message Double because you
Speaker:had to educate people and then direct them to the show
Speaker:at the same time.
Speaker:Absolutely. It was a challenge.
Speaker:And like you said,
Speaker:it still remains a challenge with any evolving technology like this,
Speaker:teaching people and getting them to understand just how valuable it
Speaker:is. Sometimes take some work.
Speaker:What do you feel the advantages are of being an early
Speaker:adopter? Gosh,
Speaker:you end up with a lot of equipment that you don't
Speaker:ultimately need.
Speaker:That's one of the paintings.
Speaker:I don't know if it's an advantage or disadvantage.
Speaker:I guess for me,
Speaker:it's a mindset.
Speaker:I was always a leader.
Speaker:I was always one,
Speaker:I guess,
Speaker:to jump into the pool first and give it a try.
Speaker:And because of that,
Speaker:I made some mistakes,
Speaker:but I also had the distinct advantage of being a first
Speaker:mover in the space.
Speaker:And it's a lot of the reason why even now,
Speaker:when we talk about virtual events,
Speaker:it's being done at a much quicker pace than we would
Speaker:do under,
Speaker:let's say normal circumstances because we want to be a first
Speaker:mover in this space because it will give us a distinct
Speaker:advantage as we move forward.
Speaker:Absolutely. And you also see the opportunity is upon us,
Speaker:based on what's gone on in the world,
Speaker:we've had to shelter in.
Speaker:And so how were people going to get the word out
Speaker:and sell their products?
Speaker:And let's face it when you talk about wellness or wedding
Speaker:or whatever you want to talk about.
Speaker:Events still went on.
Speaker:Some got delayed,
Speaker:but some continued to go on.
Speaker:And what way can you get the word out there?
Speaker:But virtual Indeed,
Speaker:the days of consulting the yellow pages for what you need
Speaker:are over.
Speaker:And we're in a very fluid situation that's continuously changing.
Speaker:And if you don't have a strong hold in the online
Speaker:space, then you're at a distinct disadvantage in doing business today.
Speaker:There are still businesses out there who don't have an internet
Speaker:presence, whether that be a website,
Speaker:whether that be an social media presence,
Speaker:you still meet people that say,
Speaker:Oh, I'm not on Facebook.
Speaker:I won't do that.
Speaker:I'm like,
Speaker:all right,
Speaker:you don't know if you want to miss out on what's
Speaker:going on around you.
Speaker:That's your choice.
Speaker:But there is a lot of technology pushback.
Speaker:Like I don't want to do that.
Speaker:Okay. Well,
Speaker:you're going to need to learn and adapt.
Speaker:If you want to move along with the rest of society,
Speaker:that's just the way it is.
Speaker:Kind of see it as the evolution of media all along.
Speaker:I mean,
Speaker:in the beginning,
Speaker:what did we have word of mouth,
Speaker:if you want to go way back,
Speaker:but then newspapers came out then radio.
Speaker:Then the addition,
Speaker:not only,
Speaker:but the addition of TV,
Speaker:then direct mail and now social media.
Speaker:So this is just the way the culture has evolved.
Speaker:Like today.
Speaker:You wouldn't only be listening to just radio or putting ads
Speaker:for your business on radio,
Speaker:but you would have 50,
Speaker:60 years ago,
Speaker:70 years ago,
Speaker:whenever you want to say,
Speaker:right? So social media now and everything that's online is just
Speaker:the newest way to do it based on what technology allows
Speaker:us to do.
Speaker:And, Oh my gosh,
Speaker:Robert, I mean,
Speaker:we can reach as a small business from our home nationally.
Speaker:We can touch potential customers coast to coast now,
Speaker:even worldwide,
Speaker:if you wanted to go that far,
Speaker:how exciting is that?
Speaker:The enormous power that each of us possess because of our
Speaker:ability to interact with the world at the press of a
Speaker:button is something that I think there are as,
Speaker:as a segment of the population who has taken advantage of
Speaker:that in a good way,
Speaker:but there are many more who have yet to even dip
Speaker:their toe into that pool of being able to see the
Speaker:potential and see the power.
Speaker:And especially if you get the right people to help you
Speaker:and to guide you and to mentor you,
Speaker:it can really be something that changes everything in someone's business.
Speaker:Unfortunately, there's a lot of misinformation out there on how to
Speaker:do things,
Speaker:but I think if people take a step back and just
Speaker:use common sense to see just from their own behavior,
Speaker:how they act and interact online and even in the real
Speaker:world, right?
Speaker:Because we talk about what works and what doesn't work.
Speaker:And if you think about it,
Speaker:we drive around and what do we see all over?
Speaker:At least I know where I live.
Speaker:Our billboards billboards are all over.
Speaker:You drive up and down the highway,
Speaker:you see billboards and you see people advertising on billboards.
Speaker:And you know,
Speaker:something, if it didn't work,
Speaker:if billboards didn't work,
Speaker:guess what they would be blank companies wouldn't be spending money.
Speaker:All you have to do is look around you at successful
Speaker:people, successful businesses,
Speaker:what are they doing?
Speaker:What are some of the things that they're doing that you
Speaker:can emulate that might help you?
Speaker:It's as simple as that,
Speaker:it's picking someone who you admire,
Speaker:someone who you would like to be like that your business
Speaker:to be light and dive into what it is they do.
Speaker:And I'm not talking.
Speaker:This brings us back to the beginning of the conversation of
Speaker:copy. I'm not talking about that at all.
Speaker:I'm talking about walking in their footsteps,
Speaker:right? Of what path did they take?
Speaker:And can I get on that path?
Speaker:I think if more people did that,
Speaker:if they identified the people who were successful in the ways
Speaker:he would like to be successful,
Speaker:work-life balance,
Speaker:things like that.
Speaker:I think we would all be better off,
Speaker:but we have to do it with eyes wide open and
Speaker:you can't achieve that unless you are watching.
Speaker:So that's how it comes about in life.
Speaker:I would agree with that,
Speaker:get on that same path,
Speaker:but do it your way.
Speaker:And I feel like the time is right now,
Speaker:too, when we are on another cusp of change.
Speaker:And that is,
Speaker:as you were talking about before virtual shows this summer,
Speaker:I had the opportunity because there are a lot of pretty
Speaker:big shows that normally would happen in my area here.
Speaker:Fine. Art shows some smaller craft shows.
Speaker:And then of course there are the really smaller community craft
Speaker:shows and church bazaars and farmer's markets,
Speaker:you know,
Speaker:all of that,
Speaker:but I had the opportunity to get out.
Speaker:And although it's social distance,
Speaker:those of you who've been following me have seen the Facebook
Speaker:lives I did when I took you through and showed you
Speaker:exactly how things were being managed.
Speaker:We've also done a podcast from one of the show producers
Speaker:talking about how they were managing through physical shows.
Speaker:But what I continue to hear from artists was number one,
Speaker:they were obviously doing less shows because many of the shows
Speaker:were canceled.
Speaker:Number two,
Speaker:a lot of people were getting online for the first time
Speaker:ever because some of these makers give business owners.
Speaker:This might even be you and no fault,
Speaker:right? But things are changing.
Speaker:They didn't have an online presence because by nature of what
Speaker:they did and the people who they are,
Speaker:they love going out to face-to-face shows.
Speaker:But they're also seeing I have to get online this year.
Speaker:If I'm going to be able to sell and have limited
Speaker:shows that I can even go to if at all,
Speaker:I have to go online.
Speaker:So I think a lot of people were forced online,
Speaker:but now people are comfortable.
Speaker:Let's think of it.
Speaker:Like I would have never expected some of my older relatives
Speaker:ever to be on zoom.
Speaker:And now zoom is as easy as picking up a telephone.
Speaker:So we've gotten to a point where the population has become
Speaker:much more comfortable communicating online.
Speaker:We've also seen,
Speaker:and this was what I was hearing from artists that they
Speaker:probably will keep up more of the virtual activity that 2020
Speaker:forced them into because they're seeing that there can be a
Speaker:good compromise.
Speaker:You can do a little bit of both.
Speaker:I talked to one person in particular,
Speaker:he did 40 shows a year and he says,
Speaker:you know what,
Speaker:I'm going to probably drop down to about 10 and the
Speaker:rest I'm going to do online.
Speaker:So to your point of being an early adapter,
Speaker:I am all in and right behind you and supporting you,
Speaker:Robert in that idea,
Speaker:that virtual shows will definitely be a strong way for the
Speaker:future. Yeah.
Speaker:We're definitely on the same page there.
Speaker:So that's for sure.
Speaker:Yeah. So talk to us a little bit about what you
Speaker:see as the strength of virtual shows overall.
Speaker:So for somebody who's like,
Speaker:all right,
Speaker:well maybe yes,
Speaker:but why and what would the advantages be?
Speaker:Yeah. So that's a great question.
Speaker:And there are so many answers to that Coming up after
Speaker:the break,
Speaker:all about virtual shows and why they are definitely something for
Speaker:you to be considering in 2021.
Speaker:Yes, it's possible increase your sales without adding a single customer.
Speaker:How you ask by offering personalization with your products,
Speaker:wrap a cake box with a ribbon saying happy 30th birthday,
Speaker:Annie, or at a special message and date to wedding or
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Speaker:Where else can you get customization with a creatively spelled name
Speaker:or find packaging?
Speaker:That includes a saying whose meaning is known to a select
Speaker:to not only our customers willing to pay for these special
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Speaker:You can create personalized ribbons and labels in seconds,
Speaker:make just one or thousands without waiting weeks or having to
Speaker:spend money to order yards and yards print words in any
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Speaker:Okay. So what you said about people getting more comfortable now
Speaker:is exactly the case.
Speaker:People who have been exposed to the virtual space has increased
Speaker:exponentially over these last six to eight months because of necessity,
Speaker:right? We were all headed in this direction,
Speaker:the pandemic accelerated it.
Speaker:So that's why we are where we are.
Speaker:So the advantages that I see in some of these have
Speaker:been revealed to the population at large due to the pandemic.
Speaker:Number one to me is that doing the virtual shows allows
Speaker:you to reach a population that no matter how beautiful a
Speaker:day it is would never be able to come out to
Speaker:an in-person event.
Speaker:And the majority of people who would like to come to
Speaker:the event,
Speaker:don't come to the event for one reason or another.
Speaker:So by being in the virtual space,
Speaker:it eliminates many of those barriers that you would have for
Speaker:an in real life event.
Speaker:Secondly, the virtual space,
Speaker:as I describe it is a lean forward environment.
Speaker:And what I mean by that is when people are attending
Speaker:a virtual event,
Speaker:they are fully engaged with virtual event.
Speaker:They're going to it with purpose and they want to get
Speaker:something out of the experience,
Speaker:which leads me to my third point about the virtual events,
Speaker:the way they exist today,
Speaker:we've done extensive research and being able to develop the virtual
Speaker:experiences that we do.
Speaker:And what we found is that most of the people who
Speaker:were involved in the virtual events and I'm talking about from
Speaker:the vendor side were extremely unprepared for that experience.
Speaker:And what I mean by that is that virtual experience from
Speaker:a vendor perspective is very different than an in real life
Speaker:event when you're at an in real life event.
Speaker:And you arrive on that morning to set up the event,
Speaker:organizer asks you your name and says,
Speaker:Oh great,
Speaker:Sue you're in booth 23.
Speaker:And there it is.
Speaker:And they point to it.
Speaker:And from that moment on,
Speaker:you know,
Speaker:exactly what to do to be able to present at that
Speaker:event in the virtual space,
Speaker:you have to be taken by the hand,
Speaker:or you should be taken by the hand and shown step
Speaker:by step by step,
Speaker:how to effectively present at a virtual event.
Speaker:And that's where the breakdown happens.
Speaker:So while we're ready as a society for this,
Speaker:the business person at large is not ready for the virtual
Speaker:experience to be able to maximize the benefit of that.
Speaker:So while we have a distinct need for this,
Speaker:and I believe it will continue,
Speaker:we have a huge gap in people being totally comfortable in
Speaker:attending these events and especially businesses being comfortable presenting at these
Speaker:events. Interesting that you say that,
Speaker:and I think this would be a good place for us
Speaker:to talk about how you and I got connected you,
Speaker:me and Holly,
Speaker:because I think we're going to start talking about in a
Speaker:little bit more depth,
Speaker:what you've experienced and found out from the shows.
Speaker:And I know some of that now,
Speaker:too. So I've talked a lot with people and I did
Speaker:a podcast in December about how we connected and I'd love
Speaker:to hear from your vantage point.
Speaker:Maybe you could share with everybody how we got together.
Speaker:Sure. So Holly probably knows this story and much more detailed
Speaker:than I do,
Speaker:but I do believe that our first contact was you attending
Speaker:our at-home wellness expo.
Speaker:Isn't that correct?
Speaker:That's right.
Speaker:Yeah. So I believe we met in one of the vendor
Speaker:boots in the video chat.
Speaker:I think someone Holly was connected to introduced us,
Speaker:or it might've just been by chance,
Speaker:is that correct?
Speaker:Actually, one of my makers,
Speaker:MBA students was a participant in the show and I'm not
Speaker:sure exactly how she got in there.
Speaker:And she reached out to me and she's like,
Speaker:Sue, are you aware of this?
Speaker:You should look at this and et cetera.
Speaker:And so I was going to talk with Holly after the
Speaker:week of the wellness show,
Speaker:but I thought,
Speaker:well, I want to know what this is all about.
Speaker:I want to know more before I talk with Holly.
Speaker:So I jumped into that show and was pleasantly and I
Speaker:was so surprised at how smooth it was conducted,
Speaker:how efficient it was,
Speaker:how easy it was to navigate and really excited about the
Speaker:overall virtual show.
Speaker:Cause it's not one that I had experienced as I'd popped
Speaker:into other,
Speaker:and I'm going to put loose quotes around this other virtual
Speaker:shows because a lot of the virtual shows are just directories.
Speaker:You know,
Speaker:it's just a list of people,
Speaker:what they offer and here's the link to the website and
Speaker:this was totally different.
Speaker:So I was really excited about it.
Speaker:And then when I talked with Holly,
Speaker:that's when she shared a little bit more about what you
Speaker:guys were doing,
Speaker:then we saw some commonality in terms of what we're both
Speaker:trying to do to help our audiences.
Speaker:And we had different skill sets.
Speaker:And so that's where we started seeing other potential.
Speaker:Well, it was obvious that there was an immediate spark of
Speaker:worlds coming together.
Speaker:It was evident.
Speaker:I mean,
Speaker:immediately, as soon as Holly kind of looped me in on
Speaker:things and it was evident that there was that right connection
Speaker:because of how we were able to move forward in this
Speaker:space. But what I think was so great was that you
Speaker:got to experience it before we even had that conversation,
Speaker:which is really important because I think if you didn't sense
Speaker:that there was something there that subsequent conversation would have never
Speaker:happened, Right.
Speaker:Or it would have happened in a different way because it
Speaker:would have been taught to me more about this.
Speaker:I was actually thinking of having Holly come on,
Speaker:my Facebook live.
Speaker:I don't even know if you know this Robert,
Speaker:but in my private Facebook group,
Speaker:gift biz breeze,
Speaker:I come on twice a week and we do Q and
Speaker:a so we can answer any questions people have,
Speaker:but I've also been bringing on guests and some pretty significant
Speaker:guests to talk about services that are available for people and
Speaker:not everybody needs everything.
Speaker:Right. Different people need different things.
Speaker:So I was thinking about having Holly come into that group.
Speaker:And since then it's been,
Speaker:you who's come into that group.
Speaker:So of course,
Speaker:you know,
Speaker:cause you were there.
Speaker:I forgot,
Speaker:but that's actually what I was looking at when I made
Speaker:that initial call to Holly.
Speaker:And as you said,
Speaker:it's kind of like the fate stepped in or the gods
Speaker:stepped in because one thing led to another and we both
Speaker:left that conversation,
Speaker:thinking that there might be opportunity for something greater than what
Speaker:we initially thought.
Speaker:And that's where we are today.
Speaker:Exactly. It's interesting because some things like to me,
Speaker:this was the way it was supposed to evolve and this
Speaker:feels right.
Speaker:And so far things have really been clicking in place and
Speaker:we've seen a lot of really good results out of what
Speaker:we've been doing.
Speaker:Yeah. It's super exciting gift biz listeners.
Speaker:If you don't know,
Speaker:I have merged with Robert and Holly for their craft and
Speaker:gift shows.
Speaker:Now they do other shows,
Speaker:you do wellness and you do wedding,
Speaker:right. And I don't know what else you have on the
Speaker:docket, Who knows.
Speaker:Yeah. Who knows it's a mystery until you announce it.
Speaker:But we have just now completed our first show together and
Speaker:we have a couple more coming next year.
Speaker:So stay tuned for that back to some tangible things.
Speaker:So people,
Speaker:when they leave,
Speaker:can take away a learning and know for the future.
Speaker:When you say people came in unprepared,
Speaker:give me a couple of ideas of where people could start
Speaker:working now so that if they're ever looking at a virtual
Speaker:show, they can be prepared.
Speaker:So I think one of the things that was quickly evident
Speaker:was that even the basics weren't covered for people and really
Speaker:the reason this happened this way was simple.
Speaker:If you look at it,
Speaker:there were a lot of show producers that had in person
Speaker:shows planned.
Speaker:And I don't know if a lot of people realize this,
Speaker:but show producers work on very thin margins as well.
Speaker:And what happens generally is that show producers use the booth
Speaker:revenue that comes in to produce the show,
Speaker:marketing personnel,
Speaker:printing, whatever it is.
Speaker:So it's very,
Speaker:very difficult if not impossible for show producer refund money.
Speaker:So what happened was most of these show producers said,
Speaker:okay, let me scramble.
Speaker:How can I do this?
Speaker:And let's just make it a virtual event.
Speaker:And what they did was they just created a virtual event,
Speaker:which for a lot of people just meant a website and
Speaker:threw it up there with very little preparation for the vendor,
Speaker:from the vendor side on how that would be different.
Speaker:Their goal was to not refunded you Well,
Speaker:people then who would have done live shows.
Speaker:And all of a sudden they saw this isn't happening this
Speaker:year. I can't refund everybody's money.
Speaker:How do I save the show in some way,
Speaker:shape or form?
Speaker:That's what you're meaning is taking a physical event and turning
Speaker:it into virtual.
Speaker:That's exactly right.
Speaker:And while that might seem the easy solution at the surface
Speaker:and in real life event and a virtual event are completely
Speaker:different. And I think the distinct difference in the events that
Speaker:we produce are that they are created as virtual experiences from
Speaker:the moment of inception.
Speaker:So the moment we start planning it,
Speaker:it is planned as a virtual experience.
Speaker:It's never a shift from in-person to online.
Speaker:We're planning it as a virtual experience from the very first
Speaker:moment. And that's why it's so different.
Speaker:I'm kind of reviewing in my mind's eye,
Speaker:the shows that I was supposed to go to last year.
Speaker:Now, some of them just flat out didn't have a show.
Speaker:And they said,
Speaker:are you willing for us to keep your money?
Speaker:So that you'll be there next year?
Speaker:Cause obviously they want to keep retention.
Speaker:They want to retain everybody.
Speaker:And some people will fall off for sure.
Speaker:So people just didn't do a show at all.
Speaker:Other people made the transition,
Speaker:but are intending to go back to what they were doing.
Speaker:So it was kind of a stop gap year,
Speaker:if you will.
Speaker:So put something up that could be a value and then
Speaker:they're going to go.
Speaker:Exactly. But the thing is,
Speaker:this is one example,
Speaker:okay. When you're talking about our events,
Speaker:one of the things that we use,
Speaker:one of the tools that we use is a video chat
Speaker:feature. Now that for many people just might translate into a
Speaker:zoom call,
Speaker:right? That's where they think about.
Speaker:But when we prepare our vendors,
Speaker:it's a very,
Speaker:very different experience.
Speaker:We're actually coaching on building a virtual showroom so much in
Speaker:the way you would set up a display for an in
Speaker:real life event.
Speaker:One of the things that we talk about is how do
Speaker:you present yourself visually in the virtual space?
Speaker:And that's a very different approach than if you were setting
Speaker:up at an in real life event.
Speaker:And most of the vendors that we've worked with so far
Speaker:have had no experience in that regard.
Speaker:And we are teaching and showing them for the very first
Speaker:time. So if you're going to be presenting in a virtual
Speaker:space, one of the things you should really consider because you
Speaker:will be doing video interaction is how do you set up
Speaker:your virtual space to look great on camera?
Speaker:And there are some very distinct things that we talk about
Speaker:with the vendors that choose to work with us about how
Speaker:to get them ready for that visually appealing experience for their
Speaker:attendees. And this is something that they've never ever done before.
Speaker:This is something that is very,
Speaker:very unique to at home events.
Speaker:I haven't seen anybody else doing this yet and the way
Speaker:you've incorporated it in,
Speaker:I first have to say that my biggest observation was how
Speaker:smooth everything went.
Speaker:Tech wise,
Speaker:people. They might not have known necessarily in the beginning until
Speaker:we taught them.
Speaker:But the buttons,
Speaker:when you press them actually work,
Speaker:you know,
Speaker:like a button,
Speaker:if you're pressing and pressing and it's not doing what it's
Speaker:supposed to be doing,
Speaker:there's tech issues underneath the system that you have is so
Speaker:solid from a tech standpoint,
Speaker:that first off gives everybody confidence.
Speaker:But then the addition,
Speaker:and I'm guessing you do this with all shows Roberts.
Speaker:We did it for the craft and gift show,
Speaker:but you have Q and A's available where we make sure
Speaker:that everything is in place for every vendor and one of
Speaker:the Q and a topics and a big one because people
Speaker:were very nervous to your point about being unprepared is all
Speaker:right. If I'm going to go on camera,
Speaker:I'm out of my house,
Speaker:what is this going to look like?
Speaker:What should it look like?
Speaker:And that was so valuable.
Speaker:We're not going to go through all the details of what
Speaker:that is.
Speaker:Cause I want to get to a couple other things of
Speaker:how people can start setting themselves up to be prepared.
Speaker:But that's one of the things that we cover.
Speaker:If you're a vendor at the show.
Speaker:Yeah, there are definite that we share with our exhibitors that
Speaker:without too much heavy lifting can really change the visual appeal
Speaker:of what they're sharing in the online space.
Speaker:And that makes all the difference in the world.
Speaker:For sure.
Speaker:What are a couple other things that people could be doing
Speaker:in terms of the foundations of their business so that they
Speaker:would be set up the best that they possibly could if
Speaker:they're doing a virtual show?
Speaker:Well, I think that you have to have an understanding that
Speaker:what you are embarking on is truly a community endeavor.
Speaker:And what I mean by that is unlike in real life
Speaker:situation, which the shows that people participate in have a natural
Speaker:attraction to them.
Speaker:It's a beautiful Sunday afternoon.
Speaker:Let's go out to this park and walk this show.
Speaker:And people do that as part of their weekend activities.
Speaker:It's much different in the online space because what we rely
Speaker:on and this is really,
Speaker:really important.
Speaker:And we've had much success because our vendors understand this is
Speaker:that we all need to work together as a community in
Speaker:drawing people into this event,
Speaker:we have to work our own networks in being able to
Speaker:spread the word and we help.
Speaker:In this regard,
Speaker:we provide graphics.
Speaker:We provide sample text content to be able to share it
Speaker:within your network,
Speaker:because let's say that every vendor was just responsible for bringing
Speaker:in 10 of their friends,
Speaker:into the event.
Speaker:Just think about how many more people will attend the event,
Speaker:just from that effort alone.
Speaker:And it's through that effort in bringing community together and everyone
Speaker:inviting their own networks of people.
Speaker:That's what makes these experiences extra special because now not only
Speaker:do we have our own clients and friends and family attending,
Speaker:but now we're meeting new people that others are bringing to
Speaker:the event.
Speaker:So it really changes the complexion of who's attending,
Speaker:why they're attending.
Speaker:And that is one of the real benefits that comes from
Speaker:working with us because we really impress upon our vendors that
Speaker:this is a group lift,
Speaker:we're all responsible.
Speaker:And you know what they say,
Speaker:a rising tide raises all the ships in the Harbor.
Speaker:So we are truly all in this together.
Speaker:And these events allow us to be able to bring that
Speaker:to life.
Speaker:Yeah. I mean,
Speaker:this is in addition to the Facebook advertising that you do.
Speaker:So we bring in people who would naturally be interested in
Speaker:coming into the show.
Speaker:So that's one way that attendees are gathered from across the
Speaker:country. But then also as Robert just said,
Speaker:who are the people,
Speaker:whether it's family,
Speaker:friend, your email list,
Speaker:people on social.
Speaker:So just imagine if you were in a show,
Speaker:let's just say 50 vendors.
Speaker:Okay. And all 50 vendors,
Speaker:not only talked about it to their email list,
Speaker:but talked about it on social media that enhanced with other
Speaker:ways, it's not just Facebook ads.
Speaker:There's other ways that your bringing in people into the show,
Speaker:Robert. So all of that together makes this mix of eyes
Speaker:that think about it.
Speaker:If someone comes in because they're your friend and wants to
Speaker:come and say hi to you in your booth,
Speaker:look at your things.
Speaker:Do you think they're just going to pop out?
Speaker:No, they're going to go,
Speaker:well, who else is here?
Speaker:So you are giving and receiving from that,
Speaker:from the power of everybody doing this at one time,
Speaker:from my perspective,
Speaker:one of the most exciting things about the virtual show that
Speaker:we just did together is I think for the very first
Speaker:time, people began to really understand why some of the foundational
Speaker:elements that we talk about that you should have for a
Speaker:business are really important people.
Speaker:Were I struggled with the word not prepared?
Speaker:Yes. Some people definitely were not prepared.
Speaker:They hadn't even ever started an email list.
Speaker:We had a bunch of people from the last show they
Speaker:collected their first email addresses they've ever had.
Speaker:So now they're motivated to start an email list,
Speaker:but some of these things,
Speaker:either weren't in place at all or were never utilized and
Speaker:they kind of,
Speaker:they knew they should do it.
Speaker:They didn't really get around to it.
Speaker:So it was kind of a trigger point for people to
Speaker:really get in place foundational things for business that you should
Speaker:have all along.
Speaker:Absolutely people were less prepared for that because it's not just
Speaker:the sales that you get at a show it,
Speaker:how do you get to communicate with them again so that
Speaker:they'll either buy again or remember you when they're ready to
Speaker:buy? Absolutely.
Speaker:I think most small businesses don't realize just how powerful an
Speaker:email addresses and the reason behind that is nobody can take
Speaker:that away from you when you have a Facebook page or
Speaker:an Instagram account or anything in social media,
Speaker:you're at their mercy.
Speaker:They can close you down for any reason they want to.
Speaker:And unless you have a big legal team behind you,
Speaker:that's going to fight Facebook or fight Twitter or fight Instagram,
Speaker:guess what your account is gone.
Speaker:And all of those followers that you amassed over the years
Speaker:are gone.
Speaker:So unless you're gathering emails and you are regularly corresponding through
Speaker:email, you're missing out on a lot in terms of business.
Speaker:So that's one of the first things that we work with
Speaker:our exhibitors is how to start gathering those email addresses because
Speaker:they're so vitally important.
Speaker:Absolutely. Another thing that I found was that people weren't really
Speaker:prepared with their photos.
Speaker:We had anticipated that they've got product photos,
Speaker:certainly for promotion and for within the shop.
Speaker:And I'm not saying everybody of course,
Speaker:but some of the photos were less than photo ready,
Speaker:audience ready?
Speaker:I guess I would say,
Speaker:or there weren't photos.
Speaker:So some people were scrambling around.
Speaker:So that's another thing that you can make sure you prepare
Speaker:for just for a solid business so that when opportunities come
Speaker:up, it's easy to integrate everything in.
Speaker:And I'm going to suggest with photos,
Speaker:your top selling products,
Speaker:make sure you have them just on a clear background,
Speaker:just on white,
Speaker:just like a flat lay on a white background or marble
Speaker:background. However you want to do it.
Speaker:And then also in a lifestyle shot,
Speaker:how do people use your product?
Speaker:Someone wearing the jewelry,
Speaker:someone putting it on,
Speaker:maybe it's in a jewelry box,
Speaker:things like that.
Speaker:But I feel like photos is where a lot of people
Speaker:can up their game.
Speaker:What do you say,
Speaker:Robert? Oh,
Speaker:without a doubt.
Speaker:I mean,
Speaker:we're visual creatures and we're tactile creatures.
Speaker:And that's something that where people are going to have to
Speaker:learn how to do.
Speaker:And I think you do it through visuals,
Speaker:whether it be photographs,
Speaker:videos, you bring your products to life.
Speaker:And if your product is something that people would normally be
Speaker:touching and feeling,
Speaker:you're going to have to,
Speaker:through your visuals,
Speaker:bring to life that texture of what they might touch and
Speaker:feel. And that might have to translate in your copy,
Speaker:that accompanies photographs getting really descriptive in your text.
Speaker:And then of course,
Speaker:testimonial from people who love your products is incredibly powerful.
Speaker:Especially if you're dealing in the online space,
Speaker:because normally what you could experience in person taste it,
Speaker:touch it,
Speaker:smell it.
Speaker:You can't do.
Speaker:But if someone has touched it and smelled it and tasted
Speaker:it already,
Speaker:and they're explaining how wonderful it is to how it feels
Speaker:on your body,
Speaker:how it feels in your hands,
Speaker:how it tastes out smells.
Speaker:That is one way of being able to bring that to
Speaker:someone who would normally be able to experience that in person.
Speaker:True. And I'm thinking the other thing is because a virtual
Speaker:show is open 24 seven.
Speaker:If someone's looking around at two in the morning,
Speaker:they can't sleep.
Speaker:Whatever you have there that they can look at or a
Speaker:video that they may be able to click into.
Speaker:Maybe it's a demo of you talking and doing your product,
Speaker:anything like that,
Speaker:all of that is set and has to speak for itself
Speaker:versus a face-to-face show where you can,
Speaker:hi, come on in,
Speaker:you know,
Speaker:like show your personality that way.
Speaker:What do you have on screen has to be able to
Speaker:be a standalone and speak to it.
Speaker:It does.
Speaker:It has to tell your story accurately in a way that
Speaker:people will have it resonate with them.
Speaker:That's really what you're trying to do.
Speaker:And I think it all boils down to authenticity.
Speaker:The more authentic you can be in whatever you're translating to
Speaker:your audience is where you want to be because that your
Speaker:energy and your vibe that you give out is a lot
Speaker:of the reason why you're successful.
Speaker:People like to buy from people they know like and trust.
Speaker:So if you can establish that,
Speaker:then you're more than halfway there in being able to make
Speaker:a sale.
Speaker:And that takes some creativity in the online space.
Speaker:You may be wonderful belly to belly,
Speaker:but you may need some work in translating that energy in
Speaker:that field,
Speaker:to the online space.
Speaker:That's where we come in because we learn so much from
Speaker:the people that we work with.
Speaker:And we do that for a reason.
Speaker:We want to know what their experience is like.
Speaker:We follow up,
Speaker:we talk to them because all of that helps us grow
Speaker:and learn as event producers and creating a better experience overall
Speaker:for everyone involved.
Speaker:Absolutely. The other thing that was really interesting this go around
Speaker:is that there were some question about how the booths got
Speaker:listed. Do you want to talk about that?
Speaker:Yeah. That was one thing that we,
Speaker:as a team wrestled with,
Speaker:because we know that in a physical space,
Speaker:there are some spots in the room that are better than
Speaker:others. Is it busier by the restrooms?
Speaker:Is it busier by the entrance?
Speaker:Do you want to be on an end cap?
Speaker:So a lot of that kind of goes away in the
Speaker:virtual space.
Speaker:So when it came time for us to lay the virtual
Speaker:space out with our booths,
Speaker:we wrestled with,
Speaker:well, how do we list them?
Speaker:Is it first come first serve?
Speaker:Is it alphabetical?
Speaker:Is it reverse alphabetical?
Speaker:And we tried a number of different ways.
Speaker:And again,
Speaker:we took the time to analyze those results,
Speaker:to see what might be working and what might not be
Speaker:working, but suffice to say that we're always trying to develop
Speaker:the best possible experience for our attendees and our vendors.
Speaker:And we work with our platform that we use in their
Speaker:development team in making sure that after each event,
Speaker:when we debrief and we survey and we get that feedback
Speaker:that we make the changes necessary to the virtual space going
Speaker:forward so that the experience always continues to improve.
Speaker:And we're always on the hunt for new tools that we
Speaker:can integrate because there is no one universal tool that takes
Speaker:care of everything.
Speaker:It's a myriad of things working in concert that create the
Speaker:overall ultimate best experience.
Speaker:And we're always on the hunt for that mix.
Speaker:And we take feedback very seriously.
Speaker:We don't just the old cartoon of the suggestion box.
Speaker:You put it in and there's a paper shredder inside when
Speaker:it's just shredding them up.
Speaker:It's not like that.
Speaker:When we get feedback from attendees,
Speaker:from our vendors,
Speaker:we take that very seriously and we do whatever it takes
Speaker:to implement those changes in those modifications.
Speaker:As we all continue to grow and evolve in a very,
Speaker:very new space for many of us.
Speaker:Yeah. The thing that was really exciting to me is I
Speaker:was looking at some of these numbers and I'm not going
Speaker:to reveal any booth in specific because that would only be
Speaker:for the vendors,
Speaker:obviously information,
Speaker:but the people that were the most successful with sales had
Speaker:all the foundations already set up.
Speaker:Like I'm thinking of a couple of people came in and
Speaker:it was easy for them to join because they had everything
Speaker:ready to go.
Speaker:I think they set their booths up Robert and like 30
Speaker:minutes and they were ready and rolling.
Speaker:And not that they didn't need to learn some of the
Speaker:specifics of the platform push this button.
Speaker:This is how you get to talk with people coming in
Speaker:the booth,
Speaker:things like that,
Speaker:but everything was ready to go.
Speaker:Their shipping processes were ready.
Speaker:This is another great thing about the show.
Speaker:Is it connects directly up to however you already capture your
Speaker:sales. So people who had that in place and smoothly were
Speaker:already processing sales had the easiest way of it if you
Speaker:will. But I'm thinking of some other people,
Speaker:it was really interesting to see,
Speaker:but there were some booths where there were lots of visits
Speaker:and lots of repeat visits too,
Speaker:which I thought was really interesting.
Speaker:Like it's not just people come to the booth,
Speaker:they make a decision and they go away.
Speaker:There's continually traffic coming in for all the days that the
Speaker:show was open.
Speaker:But then you could also look at the booths and see
Speaker:how much of that was new traffic and how much of
Speaker:it was repeat traffic.
Speaker:And I think this is really important when you think about
Speaker:virtual and I don't even put it in the same place
Speaker:as a face-to-face show at all.
Speaker:Because when you go to a face-to-face show,
Speaker:what are you doing?
Speaker:You're walking from booth to booth.
Speaker:That booth is getting the majority of your attention.
Speaker:Yeah. You might be with a girlfriend and you're chatting,
Speaker:but you're really focused on the booths.
Speaker:When you're in a virtual event,
Speaker:you might have other tabs open on your computer.
Speaker:You might be sitting with your computer while you're watching TV.
Speaker:Your kids might come and want to talk with you.
Speaker:Maybe you're watching when you're at work.
Speaker:And all of a sudden you better get back to the
Speaker:project. There are a lot of things competing for your attention.
Speaker:And I thought it was really interesting to see how people
Speaker:would come back to the booths over and over again.
Speaker:But what it also tells me is the booths need to
Speaker:be very clear and easy to navigate and not too overwhelming.
Speaker:Like not every single product you have in the whole entire
Speaker:world, just maybe your top best sellers.
Speaker:And I don't know that you've come upon or would have
Speaker:a recommendation for how many products,
Speaker:but I don't think it's everything because they can always go
Speaker:over to your website.
Speaker:Oh yeah.
Speaker:That's a great point.
Speaker:It's definitely not everything you definitely want to go with your
Speaker:handful of best-sellers six to 12 items,
Speaker:things that are seasonal.
Speaker:Yeah. And you have to be on target for season.
Speaker:And I know some of the things that we discussed Sue
Speaker:was that some of the participants who were struggling a little
Speaker:bit didn't really even have up-to-date presence online seasonally.
Speaker:And that might be a turnoff for a visitor to come
Speaker:and not see the website prepared for the season in which
Speaker:they are,
Speaker:if that is applicable.
Speaker:So it was clear to us that there were some that
Speaker:were very prepared and some that needed some help.
Speaker:And that's okay.
Speaker:That's something I think that shows that there is distinct here
Speaker:in this space for everyone along the continuum.
Speaker:So you don't have to be an extremely well-established business in
Speaker:order to take advantage of the virtual space.
Speaker:I think you have to have that desire and drive behind
Speaker:you the ability to take advice and to take some constructive
Speaker:criticism and to actually put that in place,
Speaker:because that's the thing.
Speaker:People will do a lot of educational seminars and workshops and
Speaker:self-help and all of that.
Speaker:But the fact of the matter is if you go to
Speaker:a conference,
Speaker:let's say whether it be online or in person,
Speaker:and you don't implement those ideas that you learn within the
Speaker:first two weeks of you learning them,
Speaker:guess what?
Speaker:You will never implement.
Speaker:That's not happening.
Speaker:Nope. Momentum is key.
Speaker:If you're in momentum,
Speaker:you have to remain in momentum.
Speaker:We do not exist in a business climate right now.
Speaker:Any business larger,
Speaker:small can take their foot off the gas.
Speaker:So it was much of a struggle as it is right
Speaker:now for some businesses financially.
Speaker:It is not the time to sit back and wait.
Speaker:It is the time to put everything into action and to
Speaker:move forward because that's going to be the way out of
Speaker:this. It's not sitting around and waiting for a solution it's
Speaker:action. It's moving in a forward momentum that will propel you
Speaker:out of this.
Speaker:And I think the people who are remaining afloat,
Speaker:or those who are creative,
Speaker:who are looking for new ways,
Speaker:in which to do business and are succeeding,
Speaker:they are succeeding in a very tough climate.
Speaker:I agree.
Speaker:And I would say that every single vendor we had for
Speaker:this show walked away with further insight on their business,
Speaker:what they could focus on to strengthen their business,
Speaker:how the nature of the people who come and visit their
Speaker:offerings, what happens with that?
Speaker:Like very insightful one-on-one personal experiences.
Speaker:So that was exciting.
Speaker:And for me,
Speaker:because I'm all about foundational business development.
Speaker:So you were a strong and profitable as you can be
Speaker:without gouging a customer,
Speaker:of course,
Speaker:but you know,
Speaker:the right mix.
Speaker:So you're actually making money.
Speaker:That is so exciting for me,
Speaker:for people to be seen and recognizing things in their business.
Speaker:Some of them are just little tweaks.
Speaker:Some of them are things that they're now for the first
Speaker:time, understanding why they're valuable because they're seeing their fellow booth
Speaker:mates doing it such as email lists.
Speaker:I mean,
Speaker:it's been so exciting to see eyes light up people excited
Speaker:and seeing potential for their business growth,
Speaker:from what they've experienced in the shell.
Speaker:I haven't even told you this before Robert,
Speaker:but that is my all time.
Speaker:Favorite thing about doing this with you,
Speaker:not because of everything we're doing,
Speaker:because that's all great too,
Speaker:but that they're walking away better,
Speaker:more insightful about what's happening with their business and looking at
Speaker:things that they can do to grow as they continue on.
Speaker:And hopefully coming into future shows with us.
Speaker:Yeah. It's just enormously satisfying To be a part of someone's
Speaker:success. And that has always been a highlight for me and
Speaker:for Holly and our careers is being able to help people,
Speaker:watch them grow,
Speaker:watch them flourish.
Speaker:And there's no better feeling in being able to help people
Speaker:with their businesses.
Speaker:Totally agree with you share with everybody where they can learn
Speaker:more about the add home events.
Speaker:So we have a great team and a wonderful web designer,
Speaker:and we have a great website that has all of our
Speaker:information, how to contact us all of our upcoming shows and
Speaker:that's at home event.com
Speaker:and you can reach us through there.
Speaker:If you have any questions,
Speaker:you can send them our social media links are there and
Speaker:we love to hear from people.
Speaker:So if you want to drop us a note,
Speaker:please do.
Speaker:So we get back to everybody.
Speaker:We're pretty small,
Speaker:tight operation here,
Speaker:and you need to speak to us directly.
Speaker:We will speak to you directly.
Speaker:Wonderful. And we have a couple of upcoming Kraft and gift
Speaker:shows planned for 2021,
Speaker:one in April one in December.
Speaker:So if you're interested in chatting about those and you can
Speaker:also look at everything over on the at-home event website.
Speaker:Absolutely. And I would encourage all of you to,
Speaker:if you're even thinking about it,
Speaker:please join us.
Speaker:You, you won't be sorry.
Speaker:And the sooner you commit to being a part of the
Speaker:event, that's when we get you into the flow of promotion
Speaker:that happens,
Speaker:we can take you on at the very last minute,
Speaker:but by being with us from the beginning,
Speaker:you'll get a distinct boost in terms of exposure,
Speaker:because we start to promote all of our partners immediately.
Speaker:So you'll get lots of extra promotion by joining us,
Speaker:right from the start.
Speaker:So if anyone has any questions or even thinking about it,
Speaker:please reach out to Sue or visit our website.
Speaker:And we'd be happy to share with you what we're doing.
Speaker:And you know what?
Speaker:The other thing that I was thinking that is a big
Speaker:perk too,
Speaker:is that once you've set up your booth,
Speaker:the first time you can go in and literally make some
Speaker:seasonal tweaks product tweaks,
Speaker:anything that needs to happen.
Speaker:So you don't have to start from the beginning again.
Speaker:So any of our repeat vendors can literally be up and
Speaker:running and ready to go within 15 minutes seriously because their
Speaker:boots already done already set up.
Speaker:Yeah, exactly.
Speaker:And even first time,
Speaker:we're setting up the booth,
Speaker:it's copy and paste for most of it.
Speaker:And it's all information that you already have established.
Speaker:So it's quite remarkable how quickly we can get you up
Speaker:and going With a really,
Speaker:really professional looking both to,
Speaker:well, Robert,
Speaker:thank you so much for being on the show here,
Speaker:talking through,
Speaker:we did a little bit about sharing directly with everyone who's
Speaker:listening. And then we also talked a little bit just you
Speaker:and I back and forth of our experience.
Speaker:So that was kind of fun to do,
Speaker:but I do want to Say here publicly,
Speaker:I am so honored to be connected with you and Holly
Speaker:to be putting on and sponsoring the two craft and gift
Speaker:events. And I look forward to what 2021 brings for us.
Speaker:Yes. We're very excited about working with you,
Speaker:Sue. And we are fortunate that we found each other.
Speaker:We're really excited about what next year has in store for
Speaker:all of us.
Speaker:And we hope that it will be a,
Speaker:a more positive year for everyone.
Speaker:And we know for a fact that no matter how we
Speaker:perceive getting back to normal is we know that what we've
Speaker:hit upon here in the virtual space will continue to exist
Speaker:regardless of how we get back to normal.
Speaker:As a lot of people are saying,
Speaker:we know that we've touched a part of our community,
Speaker:that we will continue to service and we will continue to
Speaker:be there for many years to come.
Speaker:Absolutely so well said,
Speaker:I have nothing to add.
Speaker:Thank you so much,
Speaker:Robert, for being on the show.
Speaker:Thank you,
Speaker:Sue is my pleasure.
Speaker:Okay. Picture me hitting you with a snowball all in front
Speaker:of chorus.
Speaker:I just want to get your attention.
Speaker:So you're really listening to this virtual shows.
Speaker:Starting now are something you should be considering as you look
Speaker:at your marketing plan for 2021.
Speaker:If you're already doing in-person craft shows,
Speaker:this is unnatural.
Speaker:And if you've never done a show before,
Speaker:this is an excellent opportunity to get your product seen by
Speaker:a national audience.
Speaker:You've already heard my connection with at home events.
Speaker:And if you've never done an online show before I can
Speaker:tell you you'll be well taken care of and learn a
Speaker:lot about solid business practices along the way.
Speaker:I only attach my name to the best the at-home craft
Speaker:and gift shows this year are in April and December.
Speaker:You can go check out all the details at,
Speaker:at home event.com
Speaker:and for you special gift biz listeners,
Speaker:I've connected you up with a 10% discount off your booth.
Speaker:Just enter the code gift biz 10,
Speaker:to receive that savings.
Speaker:Again, gift biz 10,
Speaker:to get 10% off your booth at the at home craft
Speaker:and gift show.
Speaker:Next week,
Speaker:we're talking all about makeup.
Speaker:I know it may seem like a break from what we
Speaker:normally talk about on the show,
Speaker:but really it isn't.
Speaker:I'm bringing in a pro to tell you how you can
Speaker:look your best live streaming and in-person through your makeup application
Speaker:because let's face it as much as we say,
Speaker:looks don't matter.
Speaker:They absolutely do.
Speaker:When it comes to boosting our confidence.
Speaker:And when we speak confidently,
Speaker:our customers believe in us and trust us with their orders.
Speaker:That's a wrap for today.
Speaker:Thanks for spending time with me.
Speaker:If you'd like to show support for the podcast,
Speaker:please leave a rating and review.
Speaker:That means so much and helps the show get seen by
Speaker:more makers.
Speaker:So it's a great way to pay it forward and now
Speaker:be safe and well,
Speaker:and I'll see you again next week on the gift biz
Speaker:unwrapped party.
Speaker:Yes. I want to make sure you're familiar with my free
Speaker:Facebook group called gift biz breeze.
Speaker:It's a place where we all gather and our community to
Speaker:support each other.
Speaker:Got a really fun post in there.
Speaker:That's my favorite of the week.
Speaker:I have to say where I invite all of you to
Speaker:share what you're doing to show pictures of your product,
Speaker:to show what you're working on for the week to get
Speaker:reaction from other people and just for fun,
Speaker:because we all get to see the wonderful products that everybody
Speaker:in the community is making my favorite post every single week,
Speaker:without doubt.
Speaker:Wait, what,
Speaker:aren't you part of the group already,
Speaker:if not make sure to jump over to Facebook and search
Speaker:for the group gift biz breeze don't delay.
