Guest Blog

Feb 23

Written by: Guest Author
2/23/2011 10:36 AM  RssIcon

There is an urban legend that says lightning never strikes the same place twice… but the reality is that lightning can strike any location more than once. Lightning is a highly concentrated charge of electricity with no memory about where it has or hasn’t struck before.
SURTEX can transform your business just like lightning can transform sand into glass.
I’ve been exhibiting at SURTEX since 2005 and come back year after year. The concentrated energy and interactions with manufacturers has transformed my business. It can work for you too if you are willing to investment the money, time, and effort required.
A few benefits of exhibiting at SURTEX…
1. You can make a lot of contacts in a short period of time.
In the span of three days, a wide variety of manufacturers who are actively looking for art, walk the aisles. You will build a list of contacts during the show that would take much longer to do online. You then build relationships with those manufacturers during the year.
2. You might meet decision makers who are hard to reach any other way.
Certainly with some research, phone calls and good investigative work, you can make contact with manufacturers who license art without exhibiting at a show. But try and get through the gatekeepers and have a conversation with someone from Macy’s or Target or Pottery Barn – just to name a few retailers that attend SURTEX each year. It is extremely difficult, especially for an artist working on their own. But all these people and more are walking the show and will stop and talk with you if they feel your art might be a fit for them.
3. SURTEX is a venue to meet face-to-face with clients and prospects.
The power of personal interaction should not be underestimated. Shaking hands and talking in person trumps any email, phone call or Facebook interaction. Art licensing is a relationship business – sometimes it takes years to find a fit between your art and the needs of the manufacturer, other times it takes 10 minutes. Either way, building a relationship with the decision makers is the key to long-term success. In person conversations are the fastest way to build those relationships.
4. SURTEX offers classes to keep you up-to-date on the trends, the industry and the business of licensing.
The world is constantly changing and that includes the way business is being done. Talk to anyone who has been licensing their art for more than two years and you will hear many stories about how much has changed. How are you learning about these changes and more importantly, how to adapt and prosper in today’s economy? SURTEX works hard to build a wide array of classes on many topics of interest to both artists and manufacturers. Take advantage of them if at all possible!
75% of the companies I’ve done business with can be traced back to trade shows – most of them to SURTEX. If that doesn’t show the power of meeting people in person, at trade shows, I don’t know what does.
Now that you know that lightning will strike every year at SURTEX, turn yourself into an art licensing lightning rod. Harness the power of the trade show to build your business. I hope to see you at the show!
– Tara Reed


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