EXPO - Green Business Showcase - Hereford

I'm a sucker for a show.

Despite not having as such, 'a budget', and so far selling little, if anything to cover costs, I still get seduced easily into various schemes that offer the promise of 'selling' Junkk.com further and wider.

And so it is that we shall be standing at (as kindly supplied in a blurb invite from our MP) the following:
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Hosted by Herefordshire Greenlinks, H&W Chamber of Commerce and Herefordshire Council

When: Monday 2nd April 2012 @ 7pm

Venue: The Courtyard, Edgar Street, Hereford, HR4 9JR.
This is a public event where the Secretary of State for Business will answer our questions about economy, business, jobs, prosperity, and environment in Herefordshire. Individual tickets can be booked through The Courtyard on 01432 340 555

There will be a Green Business showcase of innovative local enterprises in the foyer;  anyone who would like a stand in the showcase contact H&W Chamber of Commerce 0845 641 1641 xt 235.  To post your question to Dr Cable, emailinfo@herefordshiregreenlinks.info 2 weeks in advance

Timetable:
                                   
6.00 pm                   Exhibition Opens
7.00 pm                   Main House Theatre; Introductions and outline of the event; 
                               Herefordshire Greenlinks, H&W Chamber, Jesse Norman MP
7.15 pm                   Question Time with Vince Cable starts
8.20 pm                   Question Time finishes
8.20-9.00 pm            Exhibition re-opens

Cost: This is a public event -tickets are £5. 
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Do come along and say hi.

Not quiet sure what I will be presenting, as they are still vague on what the space will be, or can handle. I am working on a 2m x 1m footprint and not much else. So nothing fancy. RE:tie for sure, plus maybe a few of the best Junkk.com ideas made up.

I also have been prevailed upon to pose a question to the guest of honour, and it may be viewed, with others from fellow exhibitors, here. Though I have been given a version of it that has been supplied back, editted for me to intone.

On that, we shall see.

I am hoping, for the investment, at least a cheery wave from a government big-wig (and, who knows, a helpful answer to my question), plus a bit of support from the media who will doubtless be follwing in his wake.

Not promising so far, as the only ones to call to ask what we are doing are the ad sales guys trying to flog a slot in the supplements they are all producing. I did ask if editorial may be interested, but they seemed less than keen to transfer the call.

With luck, bells and whistles on the day may see some coverage.

RE:VIEW - ECOPACK '08

Once you have done a few, you come to realise that there are certain inevitabilities about tradeshows.

One is that in the last few hours of the event, a smart, besuited lad or lass (or three) will saunter up and be incredibly concerned about how well it has all gone, and hence interested 'how it was for you?'. It's was only after a a couple I sussed that these were the advance guard for next year's sales.

I suspect my stock answer is hard to read, being 'I'll tell you when the cheque clears...'. Because you sure as heck are not going to commit until you figure out if being there resulted in anything to cover the time and money it cost... plus a bit on top to make it worthwhile.

And I defy most to know that, short of a guy whipping out his chequebook on the stand and making a purchase on the spot.

The best one gets (or at least I do), is 'a sense'.

So... what was my sense here? Short answer: No idea.

Unless you are odd, you are there to get in front of a person who will like your product or service enough to want to buy it. And I am pretty odd, having done several of these with such a vague offering (Junkk.com) that it was hard for anyone to know what to do with it. At least this time we had RE:tie. And in combo they did great. Our Steptoe-like stand was like no other, and certainly attracted many who were intrigued. This presented the opportunity to chat on re:use in general, and then close with the RE:tie. And one has to presume anyone who devotes the time and cost to visit 'Innovative Packaging/ECOPACK' must be quite keen on, well, innovative or eco-packaging.

Being 'co-located', there were in fact three distinct but complementary events running concurrently. At one end was Innovative Packaging, at the other ECOPACK, and in the middle
Packtech & Contract Pack. Hence our main interest was our end and t'other end, as the bit in the middle was mainly big machines sticking stuff on or in things. And we presumed our audience would come to us for the same synergistic reasons.

So... who came? Well, the reason for the stand was to capture the Heads of Marketing, PR, Production and CSR of the likes of Tesco, Unilever and Kelloggs. Sadly, they did not seem to make it. But all those companies' logos are on the cards of folk who did stop by. The key is whether they are senior or motivated enough to turn their interest and enthusiasm (which all were... very) into actual follow-up. But it's a start. There were also the mysterious one. These are folk who don't wear their badges. I have a theory that they are either big shots not wanting to be pestered or minnows who don't want to be seen for what they are so they can nick a free pen and mint. At least one hopes there were some big shots breezing by. Then it's a case of fingers crossed they see what you are doing and bear you in mind. Unlikely.

And finally the media. Not good. I did not get the impression the show was very well attended by anyone, even from the trades, much less the nationals. Which, bearing in mind the interest in packaging these days is odd... and sad. We did get a few visits, but all from overseas design magazines!

As to fellow exhibitors, I was pretty disappointed. Though there were lots of nice folk, there were very few products to float my boat. In the innovative bit there were a few cute designs, but nothing special. And in ECOPACK about 99% were bio/compostable trays. Some worthy... some not so sure. A less than inspiring collection, at least in a reuse sense.

I am having a definite rethink on our ideas-packed stand. Great for educational shows, but to attract a business visit maybe it's time to invest in one of those pull-up Nimlock jobbies and just stick it up with one message and a sample on the table. KISS.

Was it worth it? Hard to say. Between the stand and my speaking there were several score who loved what we're about and with whom who knows what may transpire. And all it takes is one nugget to turn things around and cover the costs.That's the trouble with the old digging for gold thing... unless you keep digging you may miss the seam that lies just a few more feet ahead.

Frankly, our thinking is that it's now time to go personal, and pick up the phone and make appointments. One thing the stand did show was that when people get the 30' elevator they 'get' it and like it. And a phone call and a warm-lead trip is a lot better than standing in a 3x4m void hoping. And for several thousand pounds paid for the stand and logistics, you can make quite a few sales calls.

On an 'in-passing note' , what was interesting is that the NEC has recycling bins in the foyer with four choices of separation (no glass, oddly). Inside, there were a few token cardboard jobs for paper, but as to the rest... chuck it in the bin mate!

There was also a repeat at the end of what I witness time and again with events that claim to be green. With no excuse, but plenty of fair reason in a world dominated by time and cash pressures. As soon as the end bell rang everything got thrown away in the dash to strike stands as quickly as possible and get gone with as little to weigh one down. Of course every part of ours was/is reusable, so I was one of the last to leave. I even tried to get our press kits back, mainly because they are reusable and expensive to make up, but of course they were already in a skip. Frustrating.

And maybe a fair metaphor for the show. A bit too much trying to look green and not enough actually wanting to really be it. But maybe one or two of those visitors will make it worth our whiles to have gone... and us being their the same for them.

EVENT - ECOPACK '08

I can't believe it has taken me this long to post this up.

Probably one of the biggest events we're taking part in so far, with hopefully major benefits for the cuases of both the RE:tie and Junkk.com message of second use design.

MONTH - Next

FIELD: Enviro-related
WHEN: 12-13 March
WHAT: ECOPACK '08 (and Packaging Innovations)
WHAT... MORE?: Does what it says on the... er... pack. The premier UK trade event for what can, and should, come in the world of packaging. Note that in addition to 'Innovation' they also are talking 'ECO'. Of course, some can honestly, if immodestly, make the claim to be both.
WHERE: NEC, Brum
WHO: Me!!!!!! I have just been asked to be a speaker on both days, which is a genuine honour and real endorsement of the concept. Now all I have to do is figure out what to say!!!
HOW: As far as I'm aware, it's free if you register.
URL: http://www.easyfairs.com/shows/detail.aspx?ShowID=464
COMMENTS: It's a trade event, so you'd need to be pretty keen on your packaging to go just for general public interest. But the Junkk.com stand is ready and waiting to tickle your fancy!!!!

This is posted as a new blog feature.

Coundown to Brussels

In one week I head for Belgium to try and 'sell' the RE:tie.

This piece in a trade journal caught my eye, and prompted a reply:

Are trade shows relevant?

Oh, lordy... I hope so! I just one week, I step into a hall in Brussels (I doubt 'Caps & Closures' will seduce many bar the more committed, or keen, but if you or yours are there please say hi) having blown a small fortune on an entry pass, Eurostar (thanks to all the French strikers) and a nice 2* bijou pension quite near the Marriot (I hope), on the odd notion that if I need to meet (to market my eco-related packaging innovation to) those who deal in Caps & Closures... then this is where I need to be to do it in one efficient shot. But... what will it be? A dozen booths staffed by juniors there to sell and not to deal? Seminars with potentially useful speakers who will vanish as soon as they leave the stage? Me sitting next but one (I will say hi to the guy right next to me at the events and in the canteen, but glad-handing every person smacks of desperation) to the Marketing/Packaging/CSR Director of Tescos and not knowing it? And lots of huddled groups of industry insiders who all know each other and are there more to catch up and play golf than find out new stuff? Fingers crossed... none of the above. And, as you say, I will get to meet the guy(s) who are keen to steal a march on the future. But it does cost, and prohibitively so to those trying to visit. And it is only today, with one week to go, that the organisers have released the site to facilitate serious networking. Not much time when I am also trying to coordinate my mobile pitch. I wish it were easier... and cheaper, but nothing ventured...