TO MARKET, TO MARKET
Industry Events Are Essential for Designers

By Diane Leone

As of this writing, I recently returned from the Summer Las Vegas World Market. It was tempting to skip this expense this year with the slow economy. However, I believe it is imperative as professionals in this creative industry to attend professional markets and industry events like furniture markets and the International Window Coverings EXPO (IWCE). These events keep us connected with the latest trends and designs and with other people in the industry.

As professionals, we want our customers to know that we are on top of the latest trends, styles and fashions. This is the same theory as continuing to advertise in a down market. We will stand out in the consumer’s mind when they are ready to spend money for our services if we are consistent with our marketing. They will also notice if we are up to date on what is going on in our industry. At IWCE, I heard a great seminar on color trends from Bruce Knott, which gave me great information for writing about those trends for a recent article.

As creative professionals, we need markets and expos to inspire us, energize us and get us excited about what’s going on. We need to interact with suppliers and other professionals, and we need to be informed.

So, here are some ways to afford the cost of attending market and expos:

  • Use a credit card that accumulates frequent flyer miles in your business and use those miles for your airline ticket.
  • If close enough, drive to market.
  • Join AAA and hotel frequent traveler programs so you can get the very best hotel rates.
  • When in Highpoint, stay in outlying areas such as Greensboro, and when in Vegas, stay off the strip in hotels such as The Westin that caters to business travelers and is less expensive than being right on the strip. Also, look for hotels that include breakfast and/or happy hour. There is a great Doubletree Hotel in downtown Atlanta that includes breakfast and happy hour and was a welcome haven at the end of the day after full days at the IWCE.
  • Share a hotel room with someone who is also attending market.
  • Plan your days ahead of time and you may be able to cut down on the number of days you’ll need to attend.
  • Schedule appointments with the suppliers you wish to talk with personally.
  • Study the invitations and event programs so you can take advantage of attending special breakfast, lunch or drink opportunities with targeted suppliers. You want to see them anyway, so why not be there for breakfast or lunch?
  • Attend free market events in the evenings instead of spending money to go out to dinner.
  • Take great notes and photos so that you can write and send out a press release when you return home to tell everyone that you were at market and are up to date on the latest trends and styles. It keeps you in the public eye and continues to position you as the successful professional that you are.
While attending the IWCE in Atlanta, I was able to hear Suzie Orman speak. In Las Vegas at the World Market, I saw a free concert by Rod Stewart, watched designer Raymond Waites create “chair art” in The Philips Collection Showroom and I spoke with designer Nicole Miller about her furniture line. I met other professionals, saw the very latest styles and trends and attended seminars on topics ranging from how to market with email, how to market in a down economy and the Vintage Interior Design and Architecture of Old Las Vegas. All great information for my business.

Diane Leone is a certified interior decorator with INTERIORS by Decorating Den, St. Augustine, Fla. Leone frequently hosts design workshops, seminars and home shows. Reach her at diane@dianeleone.com.