A Happy Accident: How I Found My Way into the Wholesale Market
This is the story of how I accidentally stumbled into selling my products wholesale.
When my business reached a point where I knew I had to explore new opportunities to take it to the next level, I began researching craft markets as a way to showcase my products and reach a wider audience. During my search for craft fairs in the New York area, I discovered the National Stationery Show. Little did I know, it would be the gateway to selling my products wholesale.
Initially, I had applied to NSS thinking it was a small craft market, but it turned out to be much bigger than that. As I searched for ways to grow my business, I decided to take a chance and submit my application despite my nervousness about being rejected. I didn't think my work was good enough and feared that it might be too late to apply, given the event was scheduled for the first week of February and it was already the end of December. Nevertheless, I hoped for the best!
The National Stationery Show is a large annual trade show in New York City focused on the stationery and giftware industry. It attracts exhibitors and buyers from around the world, providing a platform for businesses to showcase their products and connect with potential customers and partners. The show features greeting cards, paper products, home decor items, and more.
In the first week of 2020, four weeks before I was supposed to be all set up at the Javits Center, I received an acceptance email. I was so excited that I ran to the nearest conference room at my full-time job and cried tears of joy. However, my joy quickly turned to confusion when they started asking me about wholesale-related information. I had applied thinking it was a small market, not a huge wholesale trade show. I literally didn't even know what "wholesale" meant. Instead of backing out, I decided it was time to go into overdrive and make this thing happen!
I quickly learned that selling wholesale was a completely different line of business. Despite having no idea what I was doing, I kept chugging along and planning for it. When preparing for a trade show, there are several important considerations to ensure a successful event:
Prepare marketing materials to let your current and potential retailers know that you will be at the show.
Plan the logistical details, such as booth design, set-up, and order-taking.
Develop a clear plan for follow-up after the trade show. This should include how leads will be tracked and contacted, as well as how success will be measured.
Plus so much more...
Unfortunately, I had no prior experience or knowledge on how to present my brand at a trade show. Due to the short time frame, I didn't have the chance to do any pre-show marketing. Instead, I focused on figuring out the logistics of setting up the booth. Luckily, at NSS, there was an Emerging Artists section specifically for businesses that were in their first two years of operation. This allowed me to have smaller booths, which was a relief considering the limited time frame. I cannot imagine how difficult it would have been to put together a legitimate booth otherwise.
In the end, I made it through the show, and it was a great learning experience. I even picked up my first three retailers! If I hadn't accidentally applied to NSS, I don't know how long it would've taken for me to try selling wholesale. I'm grateful for this mistake, as selling wholesale has been the most revenue-generating aspect of my business so far. This experience taught me the importance of being flexible and adaptable, even when you have no idea what you're doing. Could I have done better? Absolutely. But this foundation has given me a starting point to improve upon for future trade shows.
By being open to new ideas and approaches, I was able to overcome challenges and grow my business. My philosophy: say yes to opportunities whenever possible, and always do your best. You can iterate and improve next time.
