Trade Show Series (cont.) Guest - The Indomitable Sara Aho Lukkonen

Our last installment of Trade Show Series with Guests: Pat Riesenburger, Kate McKinnon, Andrew Thornton, Wendy Baker, Yvonne Irvin, Michael Burns, Marianne Kasparian, Nikia Angel and Marsha Hedrick.

First, I would like to thank Tamara Allison of The Vanishing Pearl for her help (well, she wrote them all? so help is not a very good description?) and Stephanie Haussler of Pixybug Designs for her suggestions. . . without them, we would not and could not have done this series.

Secondly, thank you to all of our guests – even with the wonderful questions and suggestions by Wendy and Tamara, without the answers of the guests – there wouldn’t have been anything to read? They took time out of their extremely busy schedules to try and shed some much needed light on the bead trade industry – we got answers – we got hope – we got humor and we’re done!

So here is our last guest – Sara Aho Lukkonen of C-Koop Beads!

The Sara I know. . . 

8. Can you share tips for increasing sales:

Always greet your customers.  Not only does this start a sale but it also helps make them aware that you are watching them. I always try to have new products at each of the major shows.  It brings the regulars back to see what is new.  I don’t want them walking by because they have seen everything before. 

9. Outside of shows, how do you market yourself or your brand:

I wholesale to stores.  It gets my product out there to the everyday beaders.  I started my business by going to stores and getting my products out there.  I think that it really made a big difference for me because then people recognized my products when they come to shows.  Also I have been really blessed by the designers submitting their designs to the magazines.

10. Do you use a standard setup for every show you attend or do you adjust your setup for each show:

I pretty much set up the same way every time.  The returned buyers recognize the display and they always think something is new. It is also an easy set up and take down.  It is all about getting out of the show in a timely manner!   I try to be efficient because my time is worth something too!

11. OPTIONAL: What reason would you give your clients for attending shows as a buyer, even if you were not a vendor:

There might be something new out there you just have to have.  Going to shows can bee inspiring!

12. OPTIONAL: What makes you continue to attend shows as a vendor – i.e. money, marketing, social networking:

Some sows are going to better than others.  If I continue to make money at a show then I am going to come back.  But mostly I attend shows to get the new accounts.  Stores are going to buy at the show and continue to buy through the year. Getting new accounts at a show makes it a success.

13. OPTIONAL: If you hire outside help, how do you find them - any info would be appreciated.

I do most of the shows by myself.  But when I am at some of the bigger shows I bring my Mom.  In fact she is the reason I go to the shows out west.  Other vendors look for her at the shows….she is the best Mom in the world and I feel blessed that she wants to spend time with me too. Also the show promoters or someone in the staff that knows you may have a list of people that want to work.

14. Additional comments:

Keep true to yourself.  Don’t let other people tell you how to run your business.  Believe me they will try. Try to stay one step ahead of the designers. Make things that they don’t know they want yet. Smile and have fun!

And with those words of wisdom - we end our series on Trade Shows. Thank you again - to all our guests and Tamara Allison and Stephanie Haussler. 

Find Sara and all her wonderful gadgets at C-Koop Beads.

Stay tuned. We're working on another series and we've got some FUN in store - like prizes and trivia and more! 

Leave a comment, share it, check a box, join us. Thanks for reading.

The Care and Feeding of Booth Elves - Guest - AJ Reardon

When you read the title of this blog you were probably thinking:

or perhaps....

But...to accurately read AJ's guest blog post you need to picture this:

If you're a vendor traveling to a trade show, you may find yourself in need of additional help to man your booth. Drawing from my 11 years of experience as a elf at the Tucson Gem Shows, I'm here to provide you with some helpful tips on how to find and keep a loyal employee who will stay with you for years.

First you have to find someone who you trust and can spend anywhere from a day to two weeks working with. Friends of existing employees are a good resource and loyal customers are even better, because they already know your product and will probably be willing to take at least part of their pay in trade.

If at all possible, try to find someone local. I live in Tucson, which has made me a popular booth elf. If you bring in someone from out of town, you have to pay for their transportation, lodging and meals. A local elf not only has their own home to go to at night and can provide other valuable tips while you're in their town. 

Once you've decided on someone, be sure to ask them as soon as possible. My vendor employers usually tell me at the end of the show if they'll want me back next year, then we reconfirm a few months before the show comes up. The longer you wait, the more likely it is that all of the good employees will already have secured employment.

Now that you've found a booth elf, discuss the details of the job. It's good to clarify ahead of time what hours they'll be working, duties and of course, their pay. Be specific with job duties - confusion creates a bad working environment. 

During the show, there are a few things you can do to elevate yourself to the level of “cool boss.” It's nice to treat your employee to lunch at least once during the show, and/or dinner is also a good perk! If the show is slow enough that your booth elf has some free time, allow them a chance to go shop – especially if you're at a bead show and they're a beader. Giving your elf a discount if they choose to take their pay in trade instead of money is another good bonus.

The most important thing is to treat your booth elf with respect and a friendly attitude. They may just be working for you for a short time, but they deserve the same treatment as your regular employees. They'll remember if you treat them poorly, and you'll lose not just a valuable temporary employee, but possibly a customer as well.

Bonus! Tips for potential booth elves:

If you'd like to work at a show, spread the word around. First ask the vendor(s) that you'd specifically like to work for, and if they don't need you, they'll at least remember you if a fellow vendor asks them if they know anyone.

Once you have a job, treat it as seriously as you'd treat a regular day job. Show up on time, obey your boss, and be respectful towards the customers... even the really annoying ones who smell funny. You may only be working for a weekend, but your employer relies on their business for their income year-round, so don't do anything that would damage their standing with their customers.

Don't be afraid to negotiate a bit. If there are hours you specifically can't work due to a previous commitment, or if you'd like to have an hour somewhere during the show to shop, bring it up politely to your employer and see what you can work out.

When both the vendor and the booth elf approach the relationship with respect and a good attitude, it can be the start of a beautiful arrangement. I have several previous employers that I still think of fondly; the only reason that I don't work for them anymore is that they don't come to Tucson anymore. My current boss is an absolute peach and I always look forward to working in her booth. You too can have (or be) a loyal, hardworking booth elf!

(The Hole Bead Shoppe Note: We met AJ in Tucson at Beyond Beadery - it was immediately apparent that AJ was a well seasoned Tucson Gem Show attendee and her quick wit, enthusiastic love of all things bead were infectious and we fell in love with her. You can find AJ's work at:

AJ's Etsy Shop

AJ's Blog

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