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TOTAL LICENSING
By Tony L ee,
Vice President,
How to Keep Your Licensing Business
Meetings and
Expositions,
Growing Even in a Struggling Economy
Craft & Hobby
Association
While the economy continues to send member Carin Heiden Atkins, Carin Atkins points out, designers need to
mixed signals to both consumers and Atkins Creative Lifestyle and Bliss “not only have a strong understanding
businesses, those in the license and Seeker Ink, says that trade shows rep- of what manufacturers need - artwork
design industry need to work harder resent “a wide variety of opportunities. that is going to influence consumers
than ever to keep sales strong. Ac- There are so many different manufac- to buy – but also what the consumer
cording to discussions with industry turers interested in finding new undis- wants as well. In order to be relevant,
experts, license and design profession- covered talent.” Another CHA design- you have to be on top of both.”
als can keep their businesses growing er member, Marisa Pawelko, Modern Designers will find special educational
no matter what the economic climate Surrealist, says “licensing, product en- seminars, demo-nars and workshops
is by participating in industry events geared specifically towards their needs
and investing in continuing education.
According to a recent article
at the CHA Winter Show.
One of the most effective and efficient
in the Wall Street Journal
Topics at past Shows have included
ways to keep a license and design Branding 101 for Designers, How to
business relevant is to participate in
“participating in trade
Get Multiple Income Streams from
industry trade shows. In fact, accord-
shows is one of the
Your Work, and Color Trends. “Within
ing to a recent article in Wall Street
smartest things a business-
the fun and supportive atmosphere
Journal “participating in trade shows is
owner can do.”
of the Show, there were seminars,
one of the smartest things a business- demo-nars, and business workshops
owner can do.” The newspaper states
The newspaper states “not
which offer valuable advice in a variety
“not only do exhibitions provide criti-
only do exhibitions provide
of subjects such as: marketing, trends,
cal exposure to potential buyers, they
critical exposure to
manufacturing, business, legal mat-
also are essential for learning about
potential buyers, they also
ters and product development,” says
unfamiliar markets, building personal Pawelko.
relationships and getting an up-close
are essential for learning
Designers can take advantage of all
look at the competition.”
about unfamiliar markets,
of these opportunities and more at
Trade shows that serve booming in-
building personal
the CHA 2010 Winter Convention
dustries, such as the Craft & Hobby
relationships and getting an
and Trade Show. Scheduled January
Association’s 2010 Winter Show, open 24-27, 2010 at the Anaheim Conven-
the door for license and design busi-
up-close look at the
tion Center in Anaheim, California, the
nesses to tap into a new market and
competition.”
Winter Show brings together over
increase sales. The craft industry sees 600 exhibitors to showcase the new-
sales of nearly est and most innovative products and
$30 billion dol- services.
lars annually, and dorsements, book deals and public ap- The Winter Show is produced by the
manufacturers are pearances that can elevate a designer’s Craft & Hobby Association, an inter-
constantly seeking profile are a few of the many excit- national not-for-profit trade associa-
designers with the ing opportunities that may be gained
talent and vision at the CHA Shows.” Both the larger
to develop new CHA Winter Show and smaller Sum-
projects and to mer Show are good opportunities be-
bring a new per- cause, as Atkins points out, “going to a
spective to their show with several hundred exhibitors
products. At the gives you great experience. However,
CHA Shows, de- smaller shows can mean more face- tion consisting of thousands of mem-
signers have the to-face time with your target audi- ber companies engaged in the design,
opportunity to ence, and therefore a great return on manufacture, distribution and retail
display their work your investment.” sales of products in the nearly $30 bil-
to manufacturers Another benefit to participating in lion craft and hobby industry.
and members of industry trade shows is the wealth of For more information about CHA
the trade press education offered during the event. visit www.craftandhobby.org. To
at the Designer Designers must continually attend find out more about its award-win-
Showcase. educational events to stay on top of ning Conventions and Trade Shows
CHA designer important trends and techniques. As visit: www.chashow.org.
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