Take your marketing to the next level by participating in leather trade shows. Typically well attended, more than 80% of trade show attendees possess some level of buying power. Leather trade shows let your potential customers see and compare a sizable chunk of your competition under one roof. Trade shows can make perfect sense for your company since you save time and money with the opportunity for face-to-face introductions with numerous potential customers.

Preparing for leather tradeshows takes time, though, and lots of preparation. While you can spend thousands of dollars on a trade show, you can also make it work on a smaller budget. As you research the possibilities, keep the following in mind:

1. The people who work your leather tradeshow booth and communicate with visitors can make/break your event's success.

2. Remember that your leather tradeshow booth reflects the quality of your product, so display your offerings in an attractive manner, staff your booth with knowledgeable salespeople and keep the booth organized and uncluttered with samples and brochures

3. Follow up with prospects promptly after your leather trade show in order of priority -- hot, medium and cold leads.

Action Steps
The best contacts and resources to help you get it done

Find dates for upcoming leather tradeshows

Leather tradeshows occur all around the globe, so start your due diligence to find out which ones will give you the best ROI. Start with a leather trade show directory or website that lists upcoming or recurring leather tradeshows you can select to attend.

I recommend: Check out the Leather Industries of America website to find which tradeshows it promotes, and the leather tradeshows listed in Leather International Magazine's website gives more show information.

Take advantage of USA leather tradeshows for networking opportunities

Whether you are a retailer, wholesaler or in the leather shoe fashion industry, it makes good sense to use leather trade shows to promote your business.

I recommend: The Travel Goods Shows sponsored by the Travel Goods Association that feature leather luggage, apparel, backpacks and computer cases allow exhibitors and visitors to make connection. The World Shoe Association sponsors The WSA Show, The Collections and Materials at WSA leather trades shows that feature shoes and accessories of leather and other materials.

Go worldwide to find great leather sources and resources

Because of global marketing, you'll find leather goods from many other countries including China and India.

I recommend: The Leather Industries of America organization sponsors a pavilion every year at the Asia Pacific Leather Fair in Hong Kong where visitors and exhibitors can take part in global leather networking, sourcing and promotional events within the leather industry. Hong Kong based APLF also sponsors the leather trade show in India. These leather trade shows offer exporters, importers, manufacturers and fashion/shoe industry businesses the opportunity to network, contact suppliers and keep up with the latest trends in the leather industry. To find additional global leather tradeshows, check out the GNN, tradeshow listings

Tips & Tactics

Helpful advice for making the most of this Guide

• •  In addition to your display, put together a leather trade show guide or brochure describing your products, processes and/or company information that you can distribute to visitors along with your business cards and give aways like stress balls, pens or letter openers with your company logo.