Launching at Pool pt.7

As with all good things that must come to an end, this is Daniel’s last (planned) entry from his Pool launch journal. Previous entries are one, two, three, four, five and six. Daniel will continue to monitor follow up questions regarding his experience with a thread in the forum. That is where he will discuss the proprietary issues of launching his line.

August 28-29, 2007: Second and Third Day of Pool!!
There were only a few things about the first day that were specific. The rest of the days were much like the first one except for one thing. Each day got busier sooner!

I hadn’t heard from the photographer during the second day and asked the model to make any recommendations about photographers.

There’s only so much that you can put in a brochure or a line sheet. However there is a lot more information that you want to convey to people. Much of what I talked to buyers at the show will make it in to a print version as so many were impressed with the data or were asking. People wanted to know return rates for the jeans; how often people re-ordered; ability to request new fabrics; new options. I came away with more marketing ideas than I had anticipated.

By the middle of the third day I was running out of brochures. I originally printed up 500 of them and had about 50 left. I sent one of the models to a local Kinkos (I Google mapped them before I left so I knew that they were close to the show) to make another 150 copies. Yeah for memory sticks and PDF files!

One of the models had made contact with a photographer and explained my situation. He was going to do the shoot in exchange for use of the pictures for his portfolio. The cost to me, nothing! I would send him a couple of gift certificates for all of his work.

Media. Who doesn’t want media attention? Since there is a great concentration of everything fashion related, the media is of course included in this package. I told the models specifically to hand out the press kits to people who seemed media like and to get my attention (so that I would speak with them). About six or seven packages were given out and I had three interviews.

I’m not going to jinx anything here by mentioning them, but if (when) the stories are published, I forward them to Kathleen for possible inclusion in any follow-up about Pool.

It took the four of us only an hour to take down the booth and get out. We were meeting at 10am Friday (the show closed on a Wednesday) for the photo shoot and for me to give them their pay.

About an hour after getting back to the hotel I had a call on my cell from the original photographer! Finally. She “explained” what had happened (poor excuses IMHO) and that she would be there first thing in the morning to shoot the pictures and video. I explained to her that the show was over and that I had made other arrangements. I really wanted to say a few other choice words and phrases, but it would be pointless. I really wanted to have video shot of the booth. There was no specific goal at the time for the video. I just figured it would be great to have on hand for future use. Very disappointed with her.

Some Concluding Thoughts

  1. Plan a head as much as possible.
  2. Do follow-ups.
  3. Consider what else you can do when you are there (fashion shoot?)
  4. Get photos and movies of everything. You never know how you can use the material.

Was the show worth it? – Yes
Did I get orders at the show? – Yes
I got more orders in the last few weeks because of all the follow-up that I’ve been doing.

I’m going to keep on top of the media outlets that came by the show. I’m confident that eventually I’ll be printed in their magazines/newspapers/television shows.

I’ll let everyone know if I plan to go to another show!

Again, thank you Kathleen and Miracle. Fashion-Incubator is a great resource so use and contribute to it.
Daniel, for all of us, I thank you for your amazing display of intellectual generosity to say nothing of the time it took to write these entries for us. We sincerely appreciate your contributions!

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  1. Karen C says:

    Daniel, thank you for taking the time giving us the blow-by-blow. It always helps when someone who goes before us gives us a head’s up of their own experience.

    And as to the importance of photos of your booth. I just ran into a situation at my day job, trying to get a trademark for a client. Due to various reasons, it has taken this client over 6 years to get his logo trademarked. We could have gotten it immediately by showing a photo of his logo on his banner and goods (he does paintball guns) at a trade show. So folks, take pictures of your logo in use WITH your company name ON your product at a trade show.

  2. Helen B says:

    I agree, the concept is brilliant and the products look great, too!

    Looking forward to seeing your every success unfold..

    Helen B.

  3. Wow!
    I wish I had as much success as you did.

    I got one order when I showed at UNITED and I am still waiting to get paid.

    I have two questions.

    1. What are the boundaries of follow-up?
    i.e. I sent emails to all of my contacts that gave me business cards about a week after Vegas. I got no response. Should I try calling them again and email ? Where is the line between follow-up and harassment?

    2. This is the second time this has happened to me.
    I get orders at the trade show and once I process the orders, the customer falls off the earth, or doesn’t send us our money for us to send product. Where is the line of harassment here as well.

    What can I do?

    This is my third time showing in Vegas I don’t think I am going to do another tradeshow at least until I get some money back from all the Outcome that has been going on thus far.

  4. Daniel says:


    I would contact the retailer that you signed up and ask when they are going to make payment. Have you sent the merchandise?

    Try your best to get paid first, even if its a deposit. Its better if the customer has a vested financial interest. Maybe ask for 30-50% up front.

    As for the others that you’ve contacted and emailed, I’d keep them up to date with your marketing efforts. Maybe send a newsletter or something like that every 1-2 months.

  5. kimberly Owen says:

    Thank you for sharing your experience at POOL. There is so much preparation and follow up it is unbelievable! You covered every base. I liked reading your report, I was curious about the POOL show. I walked MAGIC and ABC Kids show, but the POOL folks wanted $200 for me to walk the show! Glad to read it was worth your efforts. Also, I live in Las Vegas, so if you need any local information, feel free to contact me next time.

  6. Becky says:

    Very well done, thank you Daniel!
    I loved the excitement you brought to the experience, the reality of the tremendous work to be done before and after the event and the blow by blow steps you planned and revised to make it a success.

    The best to you!

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