A month ago, I wrote a column here about preparing for my first trade show - the National Stationery Show in New York - to promote my new product: Quote Joy, a series of themed quotation cards printed on 100-percent recycled cardstock, packaged with an easel in a metal tin. I promised to write another column to let you know how the show went, what worked and lessons learned. I discovered a lot and have some tips to share:

Position your product along the aisle. The show attendees often liked to view products from a distance, without going in every booth, so it was best to have product displayed along the aisle. A high table at eye level (perhaps with a tall vase of fresh flowers to draw the eye in) works great. My display table looked attractive at the back of the booth, but worked better positioned along the front for potential buyers to view my cards and easels along the aisle.

Improvise. The shower curtain rings I purchased to hang my own booth curtains didn't fit on the exhibit hall's pipe and drape (oops!), but we asked for extra metal hooks (there were a few supplied with every booth) that worked well.

Beware of hidden fees. I shipped a crate to and from New York and Boise as I wanted to re-use my signage and curtains (there is so much waste created by these shows, but that's another article). Even though I did the research, there were surprise costs. Next time I'll try to avoid shipping a crate and use other options - carrying in as much as I can, FedEx-ing items to my hotel to hold for me, and using Craigslist.

Use Craigslist.org. This is my favorite tip. The women in the booth next to me were from Los Angeles, had IKEA in New York deliver their display tables (which they assembled on-site), and sold them on Craigslist to a New York buyer who picked them up after the show. They also used Craiglist.org to score a great apartment for their week in New York.

IKEA rules. My inexpensive IKEA gooseneck lighting and lightweight folding chairs worked great.

Keep it clean. If you don't have a draped table where you can hide your supplies, consider large, attractive fabric boxes. One booth had soft gray foamboard walls, and its gray flannel storage boxes stored samples and almost blended in to the background, keeping the look clean and simple.

Consider carpet squares. They're hip and can be stacked to fit in a suitcase. Interlocking foam tiles were also great. Soft underfoot, they looked like hardwood flooring.

Get advice from your booth neighbors. From my fellow exhibitors I learned about other shows (the Atlanta Gift Market is a hit for many), horror stories (did you know some stores fine suppliers if an item isn't shipped exactly as the store's policy states?) and where to buy a decent sandwich.

Some other advice I received: Many buyers gather information and order only after the show, so consider incentives for show orders (free shipping, for example) and follow up on leads immediately (before they use up their budgets on other products).

Don't be afraid to ask questions. I had hoped to take loads of orders, but I learned attendance was down, and the large wholesale booth reps said their numbers were down (which made me feel better). On a positive note, I can now say my product, Quote Joy, will be carried in nine states, and that I met manufacturers' reps and licensing agents I wouldn't have otherwise. It opened my eyes to many possibilities, and it was a great trip.

I also learned I am terrified when in a New York City cab, that the subway isn't so scary, and while the Big Apple is exciting, I'd rather wear an "I heart Boise" T-shirt.

Stephanie Inman is the founder of Quote Joy. She can be reached at steph@quotejoy.com.

Starting Up is a series published on Thursdays. The columns grew from discussions between the Statesman and local tech and entrepreneurial leaders and are coordinated by Julie Howard, a specialist for the Idaho Office of Science and Technology. Reach her at julie.howard@commerce.idaho.gov.

By Stephanie Inman - Special to the Idaho Statesman

Edition Date: 06/26/08