Oct 1, 2018
With the sheer number of hair and beauty trade shows around the
globe these days, you might feel intimidated by the prospect of
exhibiting at one, especially if you're new to the beauty industry.
You know the score; you sign up for the details months in advance
but when the time comes, you feel you either can't afford it or
that your business isn't at the right stage to benefit from
Beautypreneurs face overwhelm in terms of the sheer effort and
financial outlay required to get prepared and ready to make the
most of trade shows. But, as you'll find out in this episode of
Beauty Conversations, there are innumerable spin-off
benefits that go way beyond making sales.
Our guest Paula Francis is co-founder, along
with her mother Cherry, of SuperFoodLx, a vegan,
natural hair and skincare brand offering personal care products as
well as nutritional supplements. Podcast host Gemma met Paula
earlier this year at a fair, as it happens; Beauty Exchange
organised by Enterprise
Paula's professionalism in managing her brand at the show
prompted us to find out more about how beauty brands make the
most of these events and, in particular, learn her own secrets for
success. We guarantee this is an episode no beauty entrepreneur
In this episode you'll hear about:
- Why starting small by taking a stand at a local farmers' market
or school fair can be a great way to gain confidence and not break
- The invaluable customer and market research you gain into your
products by doing live, face-to-face beauty trade shows;
- The networking opportunities in the spirit of cooperation -
rather than competition - that trade fairs foster among new beauty
- How beauty trade shows help you develop fast the skills you
need in retail and sales to build a business; and
- How those first customers at beauty shows can turn into repeat
business and help boost online sales.
Paula however doesn't stop at discussing trade shows. She offers
a wealth of insights into starting a beauty brand.
The key takeouts of this episode on the value of attending
beauty trade shows:
- Exhibitions and shows put you out there as a new beautypreneur
and get you to scrutinise yourself and work out where your
strengths lie. These situations put pressure on you and can be
great self learning opportunities.
- Be personal in your approach to customers but don't take their
honest feedback personally; they are seeing you as a brand, not a
founder. Listen to their comments carefully.
- Use this customer feedback to drive your business forwards and
to work out where and how to improve, for example, product formulas
- Meet, greet and treat your last trade show customer of the day
as you would the first. Remember, they are finding out about you
for the first time even if you've been on your feet saying the same
thing for 6 hours.
- Research and ask fellow entrepreneurs which shows worked for
them. But, don't see any beauty trade show as a complete waste of
time or cash as there are lessons to learn and valuable feedback to
gain from almost every face-to-face event.
Find out more about SuperFoodsLx here:
SuperFoodLx on Instagram.
SuperFoodLx on Facebook.
SuperFoodLx on Twitter.
SuperFoodLx on Pinterest.
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