Thank you for dropping by.
Tuesday’s Blog rolls back the hours, and takes a look inside Clarity.
Since the principal UK Trade Show is on just now, and we are exhibiting there, I thought it would be cool to take you with me, and show you what we’re up to!
We do the Trade Show every year. It’s where Shop-keepers and Distributors come to look at what’s new. Every year, we have a large stand, and we take our Claritystamp Range. Of course. That’s what people expect.
So this year, we did it differently. We decided to only take Stencils. No Stamps!
And we took a tiny stand in the Bright Sparks Pavilion, where newbies go. But it’s where most visitors go, too, because they are looking for the new things….
A couple of people came by and inferred that maybe Clarity was running into difficulties, because we had such a small stand, with no stamps, bla bla bla. Our theory was that if people were coming for NEW, then we should offer them TOTALLY NEW!! It has paid off. It really has worked!
Here’s the stand. Now pay attention! Blink, and you’ll miss it!
The Stand might be small, but it looks really sharp, really easy to navigate. Well, you can hardly get lost in it, can you?! And if I were to tell you “The stand was packed!” you’d understand why!
But here’s the gig. Our very first customer of the day walked on the stand, took one look, and said, “I’d like the lot, please. ”
It was a small enough display that the shop-keeper could actually envisage the entire spread in the shop! Bingo! Half an hour into the show, all expenses already covered.
Conversely, there is another exhibitor we know. You could buy an Audi Doody for what his stand cost. And that doesn’t include the floorspace. Or the staff. Or the Hotels. etc. etc. etc.
We ploughed a small fortune into some new gridwall and shorter hooks, and Jim designed and made 2 fabulous top-to-floor narrow banners, so you could read our company name from 50 yards away!
Dave forgot the flask! Have you seen the price of coffee at the NEC?? He’s choking on it, one cup at a time.
The only other thing we invested, was
our imagination and our time.
P for Presentation. P for Press Packs.
This was where my P for Perfectionism kicked in.
No compromise whatsoever.
I designed a Press-Pack, and I wanted it to be P for Precisely
what I wanted! Sometimes, That’ll Do just doesn’t work.
Our Presentation Pack was also what we gave to potential customers. therefore, it had to be lovely. I am so proud of it!
It’s a laser-cut envelope, with blue lining.
The envelope is laser-cut on our beds, too.
But then I wanted to include an actual Stencil, which not only looked great and showed off the Stencil quality, but was something people might even keep and use.
I think this is just beautiful.
And then, we needed a compliment slip, to match.
And you will notice that the tall banners had the same funky design.
Now, maybe this is standard fare. After all, this is what one expects at Trade shows. Then why am I so proud?
Because we did the WHOLE thing in-house.
Design, print, laser, assemble – the LOT.
This kind of Branding and Promotional
Literature would cost an absolute fortune – and probably never be EXACTLY what you want. So for Jim and myself to take the whole process in hand, from start to finish, is pretty immense.
At 7pm on Friday (Valentines!), the night before the set-up, we were wondering how smart we were!
Spot the chocolate chip cookies and the empty plate with mustard (we had pork pies and cold sausage rolls on Valentines. We know how to live!)
At 8pm I was ready to set fire to the lot!
No, not Jim and Dave!
Just the 200 Presentation Packs.
Jim was talking to the printer,
which didn’t want to play,
and Dave was in charge of music and refreshments.
And why was it left until the last minute?
Because we had a thousand other things going on at the same time – and they looked just like stencils !!!!!
I like that we make and do, that we roll our sleeves up and sort it out ourselves. I like that it looks really professional when we are done – and not at all home-spun. We may never build a slick empire like this, but who said we want to?
At the end of the day, before Paul Church and I left for Kent, I was presented with our awards.
Many, many thanks if you voted for us.
As I was walking back through the busy hall to show Dave and Jim, I had to smile. All those huge stands, all that show, all those men in suits, all that money! And there was I swinging a carrier bag sporting 3 craft awards for Clarity – the tiny outfit somewhere in the middle.
Never judge a book by its cover, eh.