Importance of a Trade Show in Industry of Luxury Goods.

For a medium sized business it is very difficult to survive in today's fiercely competitive industries. Bigger brand names or multinational companies are able to stand out due to their research and innovation. It is not just about coming up with new products but to inform the right market in the best way is what enables them to survive in the competition. So, should a medium sized business look to quit the market, especially in the industry of Luxury Goods?

Certainly not, although the ways to promote and market our products and services has changed recently with leaps and bounds, our mind feels most satisfied with things it has tried and our body has experienced. Trade show is one and possibly the only medium that brings a large number of businesses from the same industry under one roof.

Several international trade shows occur that promote latest Jewelry Designs, Jewelry Supplies, Jewelry Equipment, Jewelry Packing, Jewelry Display and etc. This medium of promotion and lead generation is highly recommended among the businesses that specialize in crafting the precious metals to make us look good. Here we are able to promote our artwork to prospects from various different regions. Many are intrigued and appreciate the designs, the craft work and best of all, their mind feels comfortable and satisfied when investing in these expensive pieces of art.

This shows how trade show is vital for medium sized business to create their presence in the international market and enhance their credibility. This gives the saturated business a chance to survive the competition and direction to soon become one of the big players in the industry.

Implication of I.S.E.E Formula in Jewelry Industry!

Signage of your products or in other words, the way we present our goods to our customers is of greater importance than it is considered by many businesses. When it comes to the luxury industry and specially that of jewelry, using the correct combinations of Jewelry Displays and Stands is critical.

The stats indicate that displays with signs outperform displays without signs by 43%. This shows the importance of using signage on our displays. This is where the I.S.E.E comes into play its vital role. We need to make our displays a silent sales person for us and it is achieved via,

I stand for Inform. That means providing information about the product.

S stands for Sell. This means using the key selling phrase or word that attracts the customer, such as ‘New Arrival’.

E stands for Educate. The words we can use to educate the customer about the product while s/he is observing it.

E stands for Entertain. The catch phrase of the signage needs to be entertaining and captivating enough to be easily placed in our customer’s head.

The challenge we face is designing a display with all the above mentioned signage factors. It is not easy to achieve but once it is achieved, the results are surprisingly amazing.

 

The question you might ask here is how we incorporate this tool when it comes to showcasing our work of jewelry designs. We need to identify the theme and emotions of our jewelry and build our displays, stand, boxes etc. around it. The signage would need to be thought around the same idea.

Using a simple bust to promote and highlight your featured necklace would not do justice when the competition is fierce in the industry and competitors are looking for ways to stand out of it.