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! 

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Trade Show Series - Guest - Indomitable Sara Aho Lukkonen

Recently, I’ve been seeing articles, interviews and features on Sara’s work in almost every issue of every bead magazine published. It’d be easy to assume that her secret is out – but as a designer – I’ve loved Sara’s work for ages, I’m sure you have too. If you’ve ever thought you could read a person from what they create – it certainly holds true with Sara.

Her creations are quirky (Sara’s quirky) – colorful (Sara is more so) – ever changing (Sara’s a variable cornucopia of fun, swift wit and drive) – her creations scream “talent” and once you use any of her tiny, enameled treasures – you’re hooked! Just like when you meet Sara – hooked, line and sinker! She’s last in our Trade Show Series but she’s certainly not least! Meet the Indomitable force -Sara Aho Lukkonen . . . 

1. What brand do you fall under (if any): Independent Jewelry Artist, Business Owner; Artisan and/or other:

I fall under Artisan, business owner & manufacturer.  I don’t think of myself as an artist -  I think of my self as a chemist, but that would not be a category for jewelry business.

2. What type of Trade Shows do you attend as a vendor (not buyer) and how many shows do you attend:

I like the bead society shows the best.  But I do ~8 national shows a year and a handful of the society shows.  I also teach in stores and have trunks shows at the same time and then there are the absentee trunk shows.  So, with all of those types of shows probably ~40 shows a year.

3. How far in advance do you plan for each show (i.e. inventory, advertising, hotels):

Inventory is ongoing.  It can be quite the challenge having enough inventories for the Absentee trunk shows and enough for the trade show.  I don’t advertise for shows I will list them on my website, but I don’t always keep up with that. I pretty much stay in the same hotel chain for shows.  I just tell my husband the dates and he makes the reservations.  One less thing for me to do!

Squish Beads

4. What type of advertising do you use, if any:

In 2010 I decided to blast the magazines with advertising.  I advertised in most of the trade magazines out there.  I don’t think that it made a huge difference in sales.  But I did not track it either.  The best advertising for me is to be published by the editors and other designers and get in the product listing.  Also being at the shows is probably the best advertising because they can touch & see the product.

5. Do you have any tips to prevent loss/theft at shows:

I know that at every show something will get stolen.  I have quite a bit of small components. I am usually the only one at the booth so I do the best I can.  If people need to play that game it will catch up to them someday.

6. Do you have a timeline for when and how to apply for tax permits or certifications for other states? And a good way to keep up with multiple permits and tax payment deadlines:

It is part of doing business.  I just have to make sure that I file accordingly with each state.  I like the states that have the license at the show and you either pay for it there or send it in within 30 days of the show.  Most of the taxes are due on the 20^th of the month so set the calendar alarm!

7. What suggestions do you have for display ideas that meet both convention center guidelines and fire marshal specifications:

Everyone has a different idea on presentation of products.  I found what works best for me and continue to set up pretty much the same way.  Paying attention to the fire marshal rules is important because you could have to tear down your whole booth and start over!

Like what you see of Sara's answers to our Trade Show Questions - tune in September 20th for the remainder of her answers and the LAST part of our series on Trade Shows and the artists - vendors who attend them. . .

You can find Sara and her work at C-Koop Beads

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Trade Show Series (cont.) Guest - The Sparkling Pat Riesenburger

A continuation of Pat's sparkling personality shining through in her answers to our Trade Show Series on how to become a large venue trade show.

Pat made this shirt!

8. Can you share tips for increasing sales:

I have had good luck with packaging special product mixes that offer customers a broad selection for one low price.  Additionally, I like to have an expansive range of price points so as to take advantage of any and all impulse purchases.   I always advertise a big giveaway so as to grow my email list.  While this does not impact show sales, a large email list sure does impact my “after show” sales.   I also endeavor to be a walking billboard for my product line-----killer jewelry is always a must!  Finally, I like to do demonstrations…they attract attention and interest while giving me something –other than the weather or some other inane topic---to talk about!  Someone who might have simply walked by the booth will be inclined to stop—and buy--- if I am teaching a technique or two.

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

Blogging is a big part of it, as are free tutorials and videos.  I try to stay active on social media---it is so important! I am diligent about sending out customer E-newsletters---I couldn’t stay in business without them!

One of Pat's adoptee's - Cooper!

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

I haven’t done enough shows to have a standard set up yet!

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

Trend watch!!!!

Stunning Fiber work! 

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

Shows have not been big money makers for me if I look only at the show receipts.  I do them for the exposure…there is a heck of a lot of residual.  It gives me an opportunity to build my e-mail list, enables me to touch base with other vendors (who often become good friends), and keeps me abreast of the industry.  Trade shows are CRITICAL!

Like what you’ve read? Find Pat’s blog The Crafty Retailer

Our next guest – a man who changed my life – Andrew Thornton.

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Trade Show Series (cont.) Guest - Marsha Hedrick

A continuation of Tuesday's blog...


Our wonderfully talented guest Marsha Hedrick of Amazing Porcelain. Every time I see Marsha's work - I feel like I should be doing more with my beads! She's certainly an inspiration to me, I am sure you will find inspiration in her work as well.

8. Can you share tips for increasing sales:

Oh boy that's a good question. Don't we all wish we had a good tip for this one. All I can say is don't have a junky looking table, don't overload the table. Talk to people find out what sort of things they are interested in and then direct them to the things you have that might interest them. Educate them on your product if there is something different about it. For example I often tell people about the strength of porcelain because so many people are afraid that it is fragile. So I explain to them that porcelain is similar to glass but that it is stronger than glass of the same dimension. Anything that you can do to start up a conversation will help with sales I think. As long as you are not distracting them from the product and as long as you connect it to them. Sales are about the customer not the sales person or artist. The customer doesn't care that you are a wonderful artist they can see that and decide that for themselves. It boils down to what is in it for them. How you product is better than the next guy is only important if that results in a benefit to the customer. It’s all about features and benefits.

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

I have a website with a shop on it that I try to promote on facebook and with my mailing list. I try to run promotions from time to time to encourage people to look around on the site. I have giveaways from time to time and do contests and surveys as well. I also have a blog where I try to put some information that people may not be aware of that hopefully they will find interesting. Methods that I use, examples of how things are made or decorated, etc.

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

More or less. Each show is somewhat different and the location or angle of the booth will tend to dictate what sort of things you can do with the displays. However that said my set up consists of the same basic components and they are just assembled in a slightly different way depending on the layout of the booth.

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

Shows give the opportunity to compare items in person, see new things, and of course meet lots of interesting people.

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

All of the above. I, of course, want to make money at the shows that is the primary purpose of attending but they also provide a great opportunity to see what other people are doing and observe the buyers and see what the trends are. Not that this is necessarily helpful but it is informative. It is also a great place to meet people and make connections that may be useful in the future.

Stunning detailed work

13. Additional comments:

Doing shows is a lot of work and the payoff is somewhat dubious. Some shows will be great and others not so much. But regardless of how a show is going you need to be cheerful and helpful to the customers. Always try to be mindful of how your booth is affecting your neighbors as well. I have been to many shows were neighbors set up their booth with little or no consideration of the person in the adjoining booth or how their customer traffic might impact the other person. This can result in people asking that they not be next to you for the next show. Being a good neighbor goes a long way to a happy show experience. Some confusion cannot be avoided but if you have a potential problem try to keep an eye on it so that your customers are not interfering with the neighboring booth. Your efforts will be appreciated


Like Marsha's answers? Find her here: Amazing Porcelain


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Trade Show Series (cont.) Guest - Marsha Hedrick

Forgive me. I already missed a deadline. I'm trying not to create a snowball effect - missing deadlines with blog posts...no excuses here, just real life.


Another guest - Marsha Hedrick was gracious enough to answer our questions and after reading you'll know - Marsha is a woman who loves her job. It's obvious when you look at her work - if she didn't love her job - you might think (might know?) she would have to be crazy? nuts? off kilter? Marsha paints tiny porcelain objects to such a degree of perfection that they look exactly like their larger counterparts! Amazing Porcelain? Outstanding? Unbelievable? Incredible - Astounding - any other adjectives wouldn't do her work justice. . . 
So, how does this wonderful artist prepare for her shows? 

1. What brand do you fall under (if any): Independent Jewelry Artist, Business Owner; Artisan and/or other:

I am a porcelain artist, and miniature artisan. I belong to the International Guild of Miniature Artisans (IGMA) and am an IGMA Fellow. I also belong to the Self Representing Artist Jewelry Designers online SRAJD. I am also a Native American (Oklahoma Choctaw) and I do Native American type art as well.

2. What type of Trade Shows do you attend as a vendor (not buyer) and how many shows do you attend:

Lately I do mostly Native American Shows and Bead shows. I used to do lots of miniature shows but haven't done any of them in a few years. Right Now I do about 4-5 shows a year

3. How far in advance do you plan for each show (i.e. inventory, advertising, hotels):

This depends on the show. I try to have a place to stay lined up so I don't have to pay for the high cost of hotels. This doesn't always work out though as I don't know people everywhere. If you are doing a big show it is a good idea to have your lodging be it hotel or friend lined up as soon as you find out you are doing the show. Usually you can book a hotel and don't have to pay until you arrive.

4. What type of advertising do you use, if any

I have done advertising in magazines, and show programs. These are both pretty expensive but the show program seems to be the cheaper of the two. I'm not sure if they result in much additional sales or not. I personally haven't seen much to indicate that they do. I always try to mail out information to my mailing list about upcoming shows as these are people that have shown an interest in my work in the past. Keeping the mailing list updated is the most economical of all advertising and it tends to be the most effective as well.

5. Do you have any tips to prevent loss/theft at shows:

Preventing theft is an ongoing task. You have to be aware of what is going on at your booth. Don't get too caught up in talking to one customer or friend that you don't watch and pay attention to other people in the booth. Not only are you asking for trouble from thieves you may miss an opportunity for a sale. Set up your booth so you can scan it quickly and see if something is missing. Try to keep up with your stock levels so you don't have a lot of empty holes. Spread things out or put out more things. It is easier to see a hole that way. Being proactive and talking to customers helps too. People are less likely to stick something in their pocket if you are talking to them.

Shows the scale of her work

6. Do you have a timeline for when and how to apply for tax permits or certifications for other states? And a good way to keep up with multiple permits and tax payment deadlines:

I try to apply for the permits as soon as I have the information to do so. Otherwise I tend to forget to do it. As for filing I try to file the tax return as soon as possible after the show as well, again so I don't forget it.

7. What suggestions do you have for display ideas that meet both convention center guidelines and fire marshall specifications:

I have special pieces that fit into the back of the jewelry trays that hold them at an angle. These pieces all attach together so it makes a very stable display that is easy to set up and break down and for travel they are flat and lightweight. They will even fit in the pocket in the front of my tray case. I like them because they put the trays at an angle so they are easier for people to see the contents and the trays can be set up at home so the set up at the show takes less time.




Find Marsha and her work at Amazing Porcelain Creations


Like Marsha's answers to our questions - tune in Friday July 29th for the remainder of her answers and Tuesday August 2nd for Nikia Angel of Buy the Kit

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Trade Show Series (cont.) Guest - The Fabulous Wendy Baker

A continuation of our featured from Tuesday - Wendy Baker of Sleeping Dog Studio and Wendy Baker Designs. If you missed it - read it here. 

The Fabulous Wendy Baker

6. Do you have a timeline for when and how to apply for tax permits or certifications for other states? And a good way to keep up with multiple permits and tax payment deadlines:

I am so bad at all of this. So I like to pay my taxes to the show promoters at the end of the show day. Often each show promoter has a "day of show" solution to help folks like me. When I grow up and get more practiced with this, I plan to get very organized with a book and keep particularly careful records all together. I have done this for my internet shipping needs and it has been such a lifesaver. Everything is in one place. 

7. What suggestions do you have for display ideas that meet both convention center guidelines and fire marshall specifications:

So far, most of my show experiences are small scale local participations. Their requirements for tent and weight set-ups are on the applications. It is pretty straightforward. Also I haven't had any experience with fire marshall /convention center guidelines yet. As an architect (I like to refer to this as a retired condition nowadays), I was practiced with some building technology issues. The stuff I learned when I practiced has carried through to these selling venues whether I was actively thinking about it or not. The fussier things get, the more chances for complications arise.

Now I just like to keep things as simple as I can. My only real need is for adequate lighting and there is usually some easy solution to manage this through the show promoter.  My fixtures for shows are made from recycled elements. My husband is a great carpenter and has helped me make many of my display items.

8. Can you share tips for increasing sales:

If I had a clue, I would be so much happier.

I have a higher end necklace line that I love to make. Most of those pieces run around $250. It is not the most convenient price point in this economy. This has pushed me to make a lot of pieces that can be purchased with a quick trip to atm. things just under $20.00 increments are great for folks to give as gifts. I do offer some discounts to regular customers and folks who buy large quantities of things at one sweep.

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

I am learning to carry business cards all the time. And I wear what I make. It is not subtle, so I get pretty good feedback quickly. A trip to the supermarket can be more rewarding than one might expect. I have ladies come up to me often and now I have cards to give them. It puts it into their minds without formality. I get a lot of emails back this way with custom orders resulting occasionally.

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

I do both. I try to make at least one improvement or display system per show. It lessens my nervousness and I am also excited to show it off. People like seeing that you are excited about your own work.

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

To get some immediate perspective on what you are making to sell. Validation of your skills or style is also really exciting. Finally, MONEY. It matters when you need to pay your mortgage or for groceries or new supplies.

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

I am trying to do more shows and have plans in the works to improve my sales. I am trying to create a brand based on my work since it is very personal. I have 2 kids going to college this September and I am freaking out about how to pay for it. Steady selling is helping my confidence and purse.

13. Additional remarks:

You really can't move forward if you don't try different ways to sell your things. It is really important to keep trying too. It is going to be different every time and you just never know what will work until you make the effort to stretch your comfort zone.

As for the idea that you may fall on your face... recently, I literally fell at the end of a long day at a rainy, outdoor venue produced for the first time. In spite of a banged up knee, I had one of the best showings I ever have had. So I fell on my face. I did get up and had a follow up series of nice shows after that. I needed to have the worst case scenario of bad weather; exhaustion and the uncertainty of a new event coalesce. It really showed me that I could do the show scene and make it work for me. The ensuing shows were a snap after that. 

Reach Wendy using these links:

Follow Wendy's Blog : Wendy's Blog

Wendy's Etsy Shops: Sleeping Dog Studio   Bendywho!    Fabulous Wendy Baker Designs

Like Wendy's responses - tune in to our next series on Trade Shows and the rest of Wendy's answers - on Friday - we'll have another Guest - Yvonne Irvin of My Elements - Tuesday! 

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It is Friday!

Yes, Friday. Means the weekend for most. For me it means three uninterrupted work days. I get to concentrate on design ideas. 

Work on the web. Write instructions for designs. Work on my book outline and insert more data into the actual pages of the book. So far, just inputting info into the book I have over 75 pages. There is no real information in the book yet! So I am on my way to having enough information for a book. Now I just have to find someone who wants to publish it. 

We just shipped the Phalange Plot rings off to a magazine for publication, no date as of yet. (picture above).

Today was a slow day in the store but the web was very busy. We got our first order from Finland. I want to get a HUGE world map and put those little stick pins on all the states, cities, countries, continents and ummm...parishes (Yep..goooo Louisiana) we've sent orders! 

My grandmother is coming from California in about 6 weeks and it would be cool to have a map like that for her. She would be so proud. My older sister Cheryl is coming from North Carolina too! She's never seen our store. So we're going to have a GOOD OLE TIME.

Back to the weekend. 

So this weekend I am working on a necklace support for a bezeled Rivoli idea I've had for about 5 months now. Tarlee in her infinite wisdom has figured out how to make my idea come true. :o) Ya buddy.


Also, working on two other versions of the "Material Girl" cuff to be sent to a magazine, we're waiting on a due date.

And then. . . I am going to try to start work on my two necklace ideas. Tarlee has a pearl cuff she's been working on and we just need instructions for it. 

Soon....we're going to start working on inventory for To Bead True Blue in Tucson, Arizona. http://www.tobeadtrueblue.com/

As soon as we get back we have to replenish stock for:

Bead Blast, Kansas City http://www.kcbeadsociety.org/bead-blast-2010
Bead & Button Wisconsin http://www.beadandbuttonshow.com/bnbshow/default.aspx


In the middle of all the aforementioned excitement, we have to have our own family events, birthdays, holidays, etc. Our plate is certainly full. 

What is on your agenda? What are your plans? Do you make a goals list each year? Do you make a daily planner list? If you're planning to enter Fall Craft fairs or trade shows to sell your jewelry or wares, let us know.

Tell us everything! We want to know what you have planned. Send us your pics. Ideas, thoughts.

Thanks for reading. Thanks for being here. Post. Comment.
x0x0x
K~