Faux Pas #1: Product on the Floor

In the Premium Berlin fair there is a long hall. At the end of this long hall are some small rooms named the Cubes. In the back corner of one of the Cubes I saw something that really surprised me—product on the floor. How can an emerging brand knowingly present their products so carelessly? Let's examine this a bit...

How does this impress a buyer?

I have attended 13 trade fairs this year and have seen many different approaches to using the stand space, but product on the floor is a no-go. The point of attending a trade fair, and paying thousands for a stand, is to entice new buyers to investigate your product offering. Considering the amount of competition in the market, presenting your product in an attractive manner should be top of mind. 

Product on the floor implies:

• We do not value our own products.
• Our product is cheap and disposable.
• We are not concerned with sustainability.
• Our quality is inconsistent.
• Our company is poorly organized.
• We do not have a marketing strategy.
• We do not know what our core product is.
• We do not know what our customer wants.
• We are focused on short term gains, not long term relationships.
• The products shown may change or be eliminated next season.
• We do not need more sales.

If your stand isn't appealing, there are plenty of others that are. 

How to correct this faux pas (and others seen in the above photo):

• Get the product off the floor and onto shelves or display boxes.
• Merchandise your products so buyers can see what you have. Group by like color, style, or size.
• Bring less product to the stand. It is acceptable to whet a buyer's appetite so they schedule a follow-up meeting to learn about your products.
• Fill flat products with filler to show their shape.

What you stand to gain:

When you value your products, buyers will more easily see the value. Elevating the products on shelves or display boxes brings the items closer to the buyer's eyes and hands. By grouping the merchandise in a logical manner the buyer can easily see what you have, what your product range looks like, and they can determine whether you have what they need. When you bring an edited range of products you demonstrate a knowledge of both your collection and your customers because you brought only the essentials that a buyer needs to make an informed decision.

These improvements would attract buyers who are more serious and more willing to pay your price, and that's really what every brand wants.