Baby Show Blog on… the value of a baby show

January 10th, 2012 - Exhibiting at Baby Shows, Organising Baby Shows, Show Updates, UK Baby Shows News, Visiting Baby Shows

Baby Show – my two favourite words. But behind the scenes at a baby show is something we don’t hear too much of, so I am sharing this lovely blog we just had in from Suzanne Borrell at BabyExpo Brighton, soon to be known as part of BabyExpoUK …. 


A nice thing happened Friday – I had this email:

Hello, can you help me please, I saw a new plastic Trike being test ridden by several toddlers at the show but I forgot to go and find out what the Trike was called & where I could buy one, can you help? My daughter would love one. Many thanks.

To me this is what it is all about.  I have been organising exhibitions for nearly 20 years and we used to refer to this as the ‘lighting the blue touch paper’ moment. Combining all the necessary elements and ingredients together and then stepping back to watch it happen.

I love the fact that probably by now, this exhibitor (toddlebike!) will have made another sale on the back of the event – many weeks on – and these parents will now doubtless tell their friends, and the group of mums who see the Trike in action at their next gathering or at the park may well be inspired enough to buy one and tell their friends so it goes on….and that is the way it should be….

A good Baby show works so well on this level because parents – especially mums – TALK! I explain to exhibitors frequently that a good show is so much more than the day itself. The event should be raising your awareness and generating sales via the online list/links, blogs, facebook pages and visitor newsletters both in advance but especially post event. Exhibitors should not always be dis-heartened if footfall is strong BUT they don’t seem to make much money on the day. Really impress just 10 mums at a baby show and you can be sure 100 could well know of your product or service within a month. Our exhibitors frequently tell me they are still making sales 6+ months to a year down the line!

Producing a successful baby show is not rocket science. They are the result of A LOT of very hard work, luck, experience and a fair bit of charm.  The satisfaction however of combining keen buyers with wonderful sellers under one roof for one day and watching 9+ months work come together is enormous.

BabyExpo on November 13 2011 was our best yet – highest footfall, greatest number of exhibitors and a really inspiring programme of activities and entertainment – from conception to colic and tons for the kids. Every year I say I am going to try and streamline the programme & make it more manageable & every year I get carried away – this year we had a record 5 ‘extra’ areas ranging from the new Parent’s Pit Stop Zone with Mayo Wynne Baxter to the JUNO Natural Parenting Zone. We were delighted to welcome the wonderful Phil Gallagher from Cbeebies and Jo Tantum, the UK’s no 1 baby sleep expert as well as Headline Sponsors NCT, diddi dance, Early Years Childcare, Sing and Sign and Yummy Mummy Maternity. Thank goodness BabyExpo is now part of the lovely ‘What’s On 4’ family. It meant I had fantastic support from business partner Sam, sales manager Mel, Zena, Susanne, a great team of volunteers, various husbands, best friends and older children – despite our numbers, none of us stopped all day!

The event feedback has been amazing but I have to pay tribute to our exhibitors once again. Not only do they have faith in us and invest in the event in these difficult economic times, but many go out of their way to assist us in the promotion both professionally – emailing their clients and contacts and personally – taking fliers into their children’s nurseries, placing event information on various intranets, putting poster in their local libraries etc.

BABYEXPO is a partnership and we work hand in hand with our clients to achieve its success. We always learn from every event – ironically some of our harshest criticism this year has been that too many people attended – having been at some other events where just a few hundred visitors came we know there are worse problems to have HOWEVER we will work on the layout and stand design to assist this and are already in discussions to this end.

As usual the post-show blues have set in but am already excited about the next show and a new show we will hopefully be announcing in a few weeks!
I really hope you will join us! To read some of our feedback click here