Top Drawer is an industry respected trade show at the beginning of the buying season every year. It was our dream to launch Purvaai at this event despite warnings offered by many that a large trade show may not be the right choice for a brand launch. Reasons being 1) it is quite a large outlay of money 2) our brand visibility is not high enough for visitors to come and seek us out. However, it had its pros, mainly 1) it has a jury panel for selection – so if we do get selected, it speaks about our credibility in the industry 2) this trade show in particular has a great emphasis on design which fits perfectly with Purvaai’s ideology 3) it will help us target the small business owners and retailers, which is our market.
So going by our gut instinct (which will be a regular feature in our business, I suppose) we decided to take the plunge and submit our proposal for exhibition space. One can only imagine the despair we felt when our proposal was rejected a couple of months ago, which clearly meant we couldn’t rely on only this event to build our brand awareness and get orders.
We were quickly on to plan B which includes targeting the retailers we have shortlisted through the traditional means of cold calling, e-mails and personal visits (clearly the long way around). However, we weren’t going to give up on our dream launch at Top Drawer and we sought feedback from the organizers about what we could do better. There were two things we needed to work on; stylized images of our products and stand design. Both areas in which we are severely lacking so we decided to work with professionals (and a good thing we did as you’ll know by the end of this post).
We enlisted the help of professional photographer Mark Henderson (who has shot the beautiful product images for us) and Isabel Lúcio, a freelance product and exhibition space designer. Their specific skills and great work ethic helped us achieve a crisp and professional look to our creative vision. So armed with the new product images and stand design we resubmitted our proposal again. AND WE’VE BEEN SELECTED TO EXHIBIT AT TOP DRAWER 2012 – can’t stop smiling! This is just the beginning – but we are one step closer to the dream launch! We’ll be at STAND Aa36!
Top Drawer/ Home 2012 is on at Earls Court, London between 15-17 January, 2012.