When Retailers Must Compete With Influencers and Conference Calls at a Trade Show

ABIGALE WALKED EAGERLY through the just-opened trade show toward the Pup Gear booth. The brand’s new harness had innovative features she wanted to see and test in person. It was to be her first stop, then Abigale had a dozen more vendors on her schedule for the morning. She was determined to stay on track at this show, making it to all of her must-visit booths while also discovering new brands for her indie pet store.

When Abigale arrived at the Pup Gear booth, she found six salespeople huddled around a table listening to a conference call. No one acknowledged her arrival. Abigale browsed and lingered for about 10 minutes before tapping one of the reps on the shoulder.

“Excuse me. I have a 9 a.m. appointment with Jason,” she said to the young man. He replied, “Jason isn’t here yet. You’re welcome to come back.” The rep then returned his attention to the call. Since Abigale had worked with Jason before, she decided not to interrupt again and ask for another rep to help her. Instead, Abigale checked her list and headed to other nearby vendors she also wanted to visit.

About an hour later, Abigale returned to the Pup Gear booth, which was now filled with visitors. A young woman and her dog — the pup dressed in racing wear and sitting in a radio-controlled car decorated with NASCAR stickers — were parked in front of the display for the new harness. A man was shooting a video of her talking with one of the brand’s reps about the product. The young woman was an influencer, Abigale presumed.

She looked around the booth for Jason and saw him talking to another retailer, and all of the other reps were busy. Abigale sighed and left again to visit brands on her list.

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Shortly after lunch, she returned to the Pup Gear booth. It was again full of visitors, including another influencer, this one dressed in a dog suit to match his pup. With a “humph,” Abigale sat down on one of the stools to wait for Jason to be free. He had made eye contact with her this time and waved hello.

As she was waiting, Abigale overheard pricing given to another retailer. His wholesale cost for the harnesses and matching collars and leashes was lower than what Jason had quoted her prior to the show. She sat there, her frustration building. It had taken three visits to the booth and Abigale still hadn’t gotten time with her rep. She understood that trade shows got busy, but Abigale wasn’t feeling like a valued retail partner. Especially since another retailer seemed to be getting better pricing. The brand wasn’t her top-selling harness brand, but she thought the new harness design would add a different element to her offerings.

 

Michele Saharic
Barkley’s Marketplace, Flemington, NJ

I would have moved on after the second stop in. If vendors want our business, they need to acknowledge we exist. If Jason had walked over, apologized for missing the morning appointment and rescheduled, it would have been acceptable. There are so many brands out there now, all vendors need to keep in mind that they are replaceable.

Pattie Zeller
Animal Connection, Charlottesville, VA

I’ve been a retailer/buyer for over 26 years. The rise in “influencers” has made the show experience difficult for retailers who have already spent $$$ on travel and are trying to place orders. If suppliers are extending discounts to retailers who stay home, then the only reason to go to the show other than to see new products is to build relationships with suppliers. If suppliers are giving influencers priority over buyers, they’re going to lose business. I think priority should be buyers on the first two days of the show and influencers on the last day.

Julia C. Brewe
Crunchies, Crofton, MD

I would find another brand. Abigale was not a priority and in the future would not have support from the rep or company to help sell the product in her store. Every item that comes in takes up valuable space. The product, company and support are all things that should be considered. After celebrating 30 years as an independent, a new product or line of food has to be fabulous, have great pricing and support, and be unique to make it into my store. Be picky for your customers — they deserve it!

Claudia Loomis
Cb Pet Market, NJ

We share Abigale’s frustration. I believe that influencer time on the trade show floor should be limited to certain hours, or they should be required to make appointments with the appropriate social media team members who can properly assist them. Sales reps are there to build relationships with and sell product to retailers.

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Dion Longtin
Lightning Dog, Bloomington, MN

1. Abigale should find a new harness vendor. When people show you who they are — believe them. 2. A conference call during show hours — wrong. Anybody comes into the booth, you get up to say “Hello. How may I help you.” 3. Pricing may be based on volume, so ask for show specials and any additional discounts you might qualify for. 4. Trade shows can be crazy, and all we can do is our best.

Lorin Grow
FURRY FACE, REDLANDS, CA

Too many times I’ve seen this same thing: The reps are sitting around talking to each other or having a meeting, and no one is handling the immediate customer. It’s pointless to have meetings to discuss sales when you’re missing the opportunities that are literally standing in front of you. At the cost of trade shows, it’s indicative of poor planning. Require reps to arrive before the show opens, early enough to have a meeting without missing the one-on-one opportunities. It’s why everyone is there.

B.C. Henschen
Ninja Groomer, Lebanon, IN

If a manufacturer sets an appointment and misses it, I would treat it no differently than someone no-showing for an appointment in my store. I would clarify the misunderstanding, listen to the explanation, and try once more. If it happened again, I would likely move on from the brand after sharing my concerns with ownership. The pricing issue should also be addressed directly. There may be legitimate reasons for the difference, such as order volume or program levels, but if the explanation did not sit right with me, I would reconsider the partnership. The influencer issue is really a show management problem. Trade shows are supposed to be business-to-business events built around retailers and manufacturers. If influencers are disrupting scheduled meetings or making retailers feel secondary, then the show has lost focus. Influencers absolutely have value, but there must be balance. If retailers stop feeling valued, eventually they stop attending.

Jusak Yang
Bernhard Wag Heaven, Georgetown, TX

Retailers who are high-volume often are given some type of extra discount. This discussion should be handled privately. If I were Abigale, I would dismiss this manufacturer and move on. The pet industry is huge, with many competitors carrying similar products. I am sure others would treat her better. No one deserves to be ignored. Be vocal. We all have a voice. Let your voice and concern be heard.

Eric Mack
Purrrfect Bark, Columbus, NC

Brands should not be doing “conference calls” or similar while on the trade show floor. It looks bad — you spent all that money to be there and you’re going to ignore those buying products? Makes no sense. Brands also shouldn’t be doing team-building activities after the show is over. That is the time for the reps to bring their biggest accounts to dinners, etc. These companies make enough money a year they can afford to have team-building events around a sales meeting. In this scenario, find a new partner. When a rep visits my store, customers come first. Anyone giving me money is taken care of first. Brands should consider that. An influencer is not spending money at your booth (which costs a lot); stores are.