by Tambra Jones
The general rule around Summer Market is that it is slower than Winter Market and always a great time for lengthier conversations. July 2024 was no exception. What was interesting for the SSA showroom is that while it brought the same number of scanned buyers as last summer, there were so many new buyers coming to the room - which was very exciting indeed. The SSA does a lot of promotion before the market, and we wondered what kind of advertising the individual companies on display in the room were using - so we asked. The level of pre-show prep is always an indication of the on-site show experience. We also asked about customer engagement and about their thoughts on being an exhibiting partner on the SSA showroom. Thanks to all who took the time to fill us in on their Summer 2024 experience.
Pascal Roberge for BEAUDOIN
Invitations and Advertising: We sent invitation through our sales team and individually to key retailers we wanted to see. Although we don’t always get a huge walk-in response from our invitations, the retailers that made appointments did show up.
For this market, we limited our advertising other than on our social media pages (Linked In and Instagram)
Customers: We saw new customers who were very interested in our products. Our category is in demand and every retailer is looking for ways to provide their customers with more value for great prices. We also reconnected with retailers with whom we haven’t done business in a long time but are now ready to look at our line again. A sign that we need to persevere and continue offering great quality products to the industry.
The SSA showroom: The SSA continues to draw all the right buyers. It is a destination that the majority of buyers do not miss during their market visit. We appreciate the work you do to prepare exhibitors to show at Market and the passion that everyone has to showcase their products. We’re looking forward to January!! Thank you again for the work you do at the SSA space!!
Alexa Williams for WILLIAMS CO
Invitations and Advertising: We sent out press releases and worked email and LinkedIn to bring in buyers.
Customers: This market being a bit slower in terms of the number of people, gave space for intentional and quality interactions with our current as well as new partners!
The SSA Showtoom: Several of our new partnerships formed during this market were based on the wonderful layout of SSA. We appreciate getting to meet new customers that we did not have appointments set up with, but had the pleasure of connecting in the SSA showroom!
Ryan Cleary for HEALTHGUARD
Invitations and Advertising: We sent out email invitations and used social market advertising. We saw about 70% of our appointments.
Customers: We met with existing and new customers. While the July show is the slower of the two, it is a time in which conversations are often “quality over quantity” and that’s what our team experienced.
The SSA Showroom: The SSA is once again a welcoming and open environment for potential partners to shop. Making the SSA a known showroom for “new” companies can be perceived as a hidden gem. The SSA team works to ensure the partners have everything they need and support is offered before it is even asked for. Great job!!!
Arin Schultz for NATUREPEDIC
Invitations and Advertising: Invitations were sent our prior to the show. We had about 20 confirmations. All but 2 of our appts showed up. We had a 2 page spread with Furniture World as well as digital ads.
Customers: We had a great response to our new booth redesign. We also a lot of buyer interested in our new bedding and furniture lines. Even though summer market is traditionally slower than winter market we were very happy with the overall traffic in the SSA showroom for this market.
The SSA showroom: Our space with the SSA has afforded us the luxury of having buyers come to our booth who otherwise would’ve been unaware of us. It is definitely the most lively place in Building C.
Kristin Sugar for CARILOHA
Invitations and Advertising: We invited buyers via email and telephone calls, as well as via our Furniture Today ad. All of our appointments came to see us.
Customers: Everyone's talking about Cariloha. Come see why.... We enjoyed seeing retailers we have worked with in the past and we always enjoy engaging with new retailers. Summer market is always lighter in attendance; however it allows for detailed discussions that bring forth creativity and excitement for the future. The enthusiasm around Cariloha's new pillows appears to be a huge success.
The SSA Showroom: Once again, the SSA showroom provided a warm and positive environment to host our retailers. We are grateful for the hospitality and special extras provided every day.
Brad Hall for SONU SLEEP
Invitations and Advertising: We emailed invitations and advertised on LinkedIn. We had very few appointments show up.
Customers: We did manage to meet a few new buyers that were walking through the suite. Customer engagement was very low for us at this market compared to the past markets.
The SSA Showroom: Even with the overall lower attendance of the Market, the foot traffic in the SSA suite always brings unexpected visitors and opportunities.
Butch Craig for SLEEP AND BEYOND
Invitations and Advertising: We emailed invitations and used digital and print advertising. All our appointments showed up.
Customers: Our customers were there and we met new ones.
The SSA Showroom: Sleep & Beyond is beginning 13 successful years with SSA. To be successful plan your work and work your plan. Don’t call it a dream, call it a plan.
Joel Buhr for CONNECT360
Invitations and Advertising: We sent emails and made phone calls before the show. We used digital and display advertising, as well as Meta Retargeting and our appointments did show up.
Customers: We made connection with about 52 new opportunities and established three new customers right away.
The SSA Showroom: Our experience in the SSA showroom was nothing short of remarkable. Even for a slow market in the summer it brought in more traffic than many other places. The quality of discussions from the traffic and future opportunities is priceless.
Keith Meriwether for MEGA MOTION
Invitations and Advertising: We came in last minute due to a cancellation however we did send invites out, we did try to call dealers beforehand and our appointments did show up.
Customers: We had an important chain shop us which was huge potential and we saw current accounts to showed them new introductions. The attendance was down at the whole market and we expected traffic to be light for the summer. However, the accounts that did attend were attentive and we did open a couple of new accounts.
The SSA showroom: The customer engagement was good at the SSA showroom because our lift chairs also lay flat and many customers sleep and spend more time in the chairs more than their mattress. We offered new exclusive technology that they can’t get from any Reclining Lift Chair vendor and they liked it. Being next to Furniture for Life Massage chairs was good as well because we fed off each other. We liked being next to Cariloha as they were great neighbors and do cool unique stuff like Mega Motion. Our experience at SSA was good for the first time showing. I think after we get some consistency, our traffic will increase. We will have more reps attend in the winter and have more market specials. We hired a new rep team while we were there so that should help for January.
Ikjap Singh for GOLDEN GATE BEDS
Invitations and Advertising: We sent email invitations to our current customers and our appointments did show up.
Customers: We came across high potential buyers in this show. We were able to show our new stuff. We spotted founder & ceo of Wayfair Niraj Shah and showed him our booth. That was big for us.
The SSA Showroom: The SSA showroom was nice. It felt like a part of a family while being in a trade show. The vibe was very nice and warm.
Lara Smith for LUSOMÉ
Invitations and Advertising: We sent out 5 email blasts to a large base of prospects, and both myself and our director personally sent out dozens of email invites. Many of our big customers or big prospects did not come to the summer show. We had very few appointments confirm and they all showed up.
Customers: We had great engagement as our product is unique and the banner signs and fixtures did a good shop of hooking people to learn more. While there was less traffic compared to January, we converted alot of traffic to at least hear our pitch. Additionally, we got some very interested new prospects that came as a result of SSA.
The SSA Showroom: It is a fabulous experience! Tambra is so supportive and dialed in on how to leverage all the supports to get the biggest bang for our investment.
Paul Myrphy for ASPIRE FURNITURE
Invitations and Advertising: We sent out a small number of invitations and only some of our appointments made it to our space.
Customers: The market was quiet but we did have some new customers in and we had contact from the January show return to see us.
The SSA Showroom: Our US expansion is still in its very early stages but we believe a presence in the SSA showroom is key for us meeting customers and associates. There would be no other way to do this so cost effectively.
Alen Gharibian for STERLING SLEEP SYSTEMS
Invitations and Advertising: We sent out emails, made phone calls and handed out printed invitations to some of our stores but we had no appointments.
Customers: We met potential customers but not too many
The SSA Showroom: We were introduced to our competitors, saw their products, and also assessed the market for future.
Rick Wheeler for ZG BED
Invitations and Advertising: We did not send out invitations, advertise or make appointments.
Customers: Most of the people we visited were intraid people (meaning manufactures or suppliers of beds.) We had few retailers or customers. We enjoyed the time and learned much from industry personnel.
The SSA Showroom: SSA and Tambra is always on her game, she runs a tight and efficient ship. If she could she would on her own generate traffic, unfortunately the summer season was a bit slow and there is nothing SSA can do about that. All in all the SSA showroom is a great way to introduce novel product to the market. With Tambra's expertise and help we get to meet influential people that we would otherwise not be able to meet. Thank you Tambra for another great experience and show.
Greg Fowler for MONARCH SLEEP SYSTEMS
Invitations and Advertising: We sent out email invites and I called specific prospects. Everyone kept their appointments.
Customers: I met with established clients and several new prospects to reveal 2 new sleep innovations. The first was a breakthrough in reducing size and weight while managing to provide customers fully featured adjustable frames – King in a Box! (a TXL Box at <140lbs – AMAZING). The second was taking the hospital into the home with a healthcare feature of HiLo under an adjustable frame. Additionally, I met with prospective value chain partners to share full portfolio and our continued innovation development for sensational sleep.
The SSA Showroom: As always, the SSA showroom presents a fantastic opportunity to be the small business displaying like the big brands. The show traffic can see a variety of innovative high quality products in one room making it pay forward for the time spent.
Brent Polunsy for W. SILVER PRODUCTS
Invitations and Advertising: Some of your reps sent out invitations and some of our appointments came in. We did not so any other advertising.
Customers: I did meet current customers and a few new customers. The attendance was down to me, but I know the actual numbers did not indicate that. I have to assume the attendance at my spot in our showroom was way down even thought the actual numbers did not indicate that.
The SSA Showroom: I had a wonderful time in our showroom and I enjoyed seeing all of my friends.
Nasif Akin for BELI PLAST
Invitations and Advertising: We did email and use social media but it was limited. Many prospects did not attend Summer Market.
Customers: I met one who visited first time, who liked our innovative products, asked for samples and more info.
The SSA Showroom: SSA is a hub for many innovative, special products, and many buyers always stop by to check what is a new.
Jacob Pyo for FURNITURE FOR LIFE
Invitations and Advertising: We did no advertising nor sent invitations this time.
Customers: We connected with both new and existing customers at the show. While overall foot traffic was better than we expected, serious buyer intent seemed limited, with a few notable exceptions among business customers.
The SSA Showroom: The SSA showroom environment was an improvement over our previous market experience. We appreciated the opportunity to exhibit alongside complementary businesses.
Paul Kraus for ELECTROPEDIC / SO COOL
Invitations and Advertising: We send out invitations via email and LinkedIn.
Customers: The Summer Show in Las Vegas was notably slow, with many retailers facing economic challenges and unable to attend. Despite not meeting any new customers, I had the opportunity to network with key industry members and gain valuable insights into the current market trends.
The SSA Showroom: Electropedic values SSA for its cost-effective approach, especially compared to what other companies invest in full-scale spaces.
Armando Diaz for SLEEPTONE
Invitations and Advertising: We sent out eblasts of our presence and showroom number prior to the show to a list of our existing clients. We advertised in Furniture Today as a part of their dailies to promote our showroom number - tied to a pre existing campaign. This was in digital format.
Customers:
The SSA Showroom: