Congratulations to Las Vegas Market (Part 2)
In my last post I told you about Las Vegas efforts on a national consumer campaign. Today I want to talk about their second initiative that I believe is also very smart in helping them generate more traffic. This second initiative is directed towards the furniture reps. That’s right guys and gals, someone finally recognized that reps are an important part of the communication process with the retailers.Las Vegas Market has developed a rewards system - bribe if you will - for reps to go out and tell their retailers to come to the market. This is a very smart ploy if the reps get excited about it for both the rep and the retailer.
First of all retailers should be going to markets and many do. But for those sitting on the fence trying to decide, if they hear from their friendly rep about the great new offering their factory will show, then that might be enough to push the retailer to come out for a day or two. If a retailer is dead set against going to the market, it won’t make any difference. But if he is at any point considering it, the rep can offer a positive reason why the retailer should go.
It’s smart for the rep as well. There are two reasons for this. First rather than complain about going to markets, reps should relish the opportunity to get in front of living and breathing customers with actual physical product to show them. This allows a rep to make an impassioned pitch to help the retailer freshen up his floor with new product from the rep. Second, if a rep is already spending the money to go out to the market, why wouldn’t he want to have as many retailers out there to work with as he could. His interests are aligned with Vegas insofar as the more retailers he gets to go the better it is for everyone.
For full details or further information on Rep Rewards, interested reps should visit www.LasVegasMarket.com or email RepRewards@lasvegasmarket.com to obtain their ID.
There’s an insider deal on this program as well. If you are a member of the International Home Furnishings Representative’s Association (IHFRA) and you get a retailer to go to Vegas that would not have ordinarily gone, you will end up with extra points. So if you are going to do this program, you should be a member of IHFRA (www.furniturerep.org) because you get the extra points and because IHFRA has a special rate to join before the Las Vegas market.
As reps, we should get behind this program. This is a win win for us to get in front of more buyers. It’s also very complimentary to our repping profession that an organization such as the World Market sees fit to acknowledge our valuable role in the furniture industry.
If you would like to see a video I did about what you can learn from the two furniture markets check out www.MikeRoot.com.
As always, let me know your comments.
benny salami commented:
Not surprised that a rep who lives in LV and can sleep at home would praise the failing Vegas Market. There is plenty of parking? In High Point locals have opened their homes and housing is much cheaper. They must play to their strengths-BBQ and Southern hospitality. No rep wants to attend 4 markets a year and lose money. Thankfully all my lines have pulled out of Vegas {because of high costs and weak sales}and I only will attend High Point. The points system will bring in no one especially from the East Coast and South.
CEP commented:
Mike, I assume you are a rep. You claim to be a wholesaler which indicates you buy and re-sell. Don't think so. As an east coast guy I find the Vegas market to be ridiculously priced. I bet that Henredon and those guys aren't paying a plug nickel for their spaces. I am going to do what Harry Reid (Senator from Nevada) and Pelosi suggest. As you are aware our Congress has condemned companies from having meetings in Vegas and I am going to comply comrade. I am not too bright but I bet in two years this is what will happen. Furniture Brands will go defunct, Vegas will be a regional low end market (which we need) and High Point will come around and be more welcoming. Of course they all could go out of business if Comrade Harry Reid and Peolosi are still running the country. Good luck in Vegas.
Dean Johlfs commented:
Mike – I was debating whether to write this or not but after reading some of the comments I decided to give you a view from a retired Rep that lives in Las Vegas. I was a Rep traveling Va/ W.VA/DC/MD/PA/NJ for many years for 3 different high-end upholstery companies. I went to 4 Markets per year in High Point and then eventually 2 Markets about 10 years before I retired. High Point was basically the ONLY Market even though there were different Markets being held over several places in the United States. High Point jumped hotel prices, no real entertainment etc etc for all of those years
and really did nothing to entice people to attend their Markets. They came because that was the ONLY Market to go to. I attended Markets (1970-1992). They had a captive audience and were really the only place in the United States to go to see all of the main manufacturers. I retired from Thomasville Furniture in 1992 and moved permanently to Las Vegas. When they started building the World Market Center in Las Vegas I got all excited again and went back to work part time as a Sales Rep. Las Vegas is the “entertainment capital of the world”; hotel prices at some of the best hotels in the world are cheaper than the High Point area; food and entertainment leave NOTHING to be desired after work. 50,000-60,000 Market visitors show up for each Market and they only come because they want to and have evidently decided this is the Market to attend. Parking is easy and available at all times. Buses run free from all of the hotels. All showrooms are now in 3 buildings (eventually there will be 8 buildings) all together. Some Buyers will also go to the High Point Market. My statement was always “Las Vegas will not replace High Point until some of the main manufacturers decide to show here in Las Vegas” and this past Market and the upcoming Market show that the “big guys” have decided Las Vegas is here to stay and have started to show here. Thomasville, Pearson, Henredon, Drexel Heritage, Ethan Allen and many others have decided to come to Las Vegas. I realize that the September Market in Las Vegas is close to the October Market in High Point. Las Vegas WILL NOT change their dates ---- maybe High Point will smarten up and change their dates!! Either way, if any Rep has dealers gong to whatever Market they might want to smarten up and attend the different Markets. I know times are tough but when you work commission you need to go where the buyers go if you want to sell and make money. ENJOY LAS VEGAS AS IT IS THE GREATEST CITY IN THE WORLD AND IF YOU HAVE BEEN TO MARKET HERE YOU WILL FIND OUT THAT IN JUST A FEW SHORT YEARS THE WORLD MARKET CENTER HAS BEEN BUILT THEY HAVE OUTSHOWN/OUT DONE/ AND WILL CONTINUE TO OUT DO THE NORTH CAROLINA MARKETS.
Mark commented:
Mike, Don't misunderstand me. I am a multi line manufacturers representative who is compensated on a straight commission basis. I welcome any and every opportunity to meet with retail partners at a market to present goods that can help them with their business. That opportunity comes with overhead and expenses - they are a cost of doing business if you want to pursue this career. The games the Las Vegas market is playing with the dates is SOOOO much more damaging to the reps than the minor benefit of a "points" program. Their job is to maximize to number of potential buyers and sellers at one place at one time. To say the Vegas market is recognizing how valuable our role is and that we should "appreciate their efforts" is akin to thanking someone who just smashed your foot with a sledgehammer for then giving you a band aid. I will continue to attend both markets and work to getting the best turnout possible but find it very difficult to join you in heaping praise on those managing that show.
furnicologist commented:
well ,las vegas show is hurting and will be a jewelers show soon,the new dates are going to sink them soon ,as who can attend 4 mkts a year,in todays economy the vegas show,now giving away space,will be regional and full of asian companies who have no idea what or where to show.look at the people now showing in temp booths in vegas . copies of same designs over and over nothing new all the same as koln or high point .........vegas is over ...so is high point too.empty space everywhere in nc show,,,,,,,sad but true
Mike Root commented:
Excellent points Mark, and I make very similar comments in a video at www.mikeroot.com. This time, I actually have to fly from Vegas to High Point pre-market to work with two different buyers. It is not a proposition that most reps or the factories will put up with for long. I agree with you that both buyers and factories will start picking sides to the detriment of both markets. If they were spaced out equally, everybody wins.
However, my point in this column was not to address a proposition I cannot control, namely the market dates. My point was to address the fact that one of the markets recognized and is trying to incent the reps because they know we have the ear of the retailers. As a rep we should appreciate their efforts even if we aren’t crazy about their date change or whatever.
To Reality Check's point (what kind of name is that anyway), High Point has an ambassador program and many of my fellow members of the Executive Committee of IHFRA are on it. However, isn't it nice that Vegas is willing to give us an incentive to help their cause.
Certainly I will help North Carolina or Vegas if it means I can have a good buyer show up at my spaces. I go to both markets because I have buyers at both markets. But it’s nice that one acknowledges my help in the equation.
How much more successful would the Ambassador program be if all reps were ambassadors for the market because they could earn points for lodging or travel? It may be as simple as an award dinner for a referral. I don't know the answer.
My point was to acknowledge Vegas market’s attempt to use any sales tool they could to increase their attendance. It may not work, but at least they are trying and they are working with reps to make it happen.
Mark commented:
Mike, this is a little off the subject of points but I must disagree with you regarding the steps the Las Vegas market has taken. By moving its market dates so close to high point they have accomplished 3 things. For those manufacturers showing at both shows they have made it far more likely that retail partners can and will wait until seeing product at both markets before making a purchase decision. Second, by scheduling the markets dates so close they have guaranteed that a number of dealers who would have come out for a day or two will now choose one market or the other. Unfortunately, Vegas will lose in that contest. Third, strictly from a Rep perspective, moving the dates so close to the High Point show robs us of the 3 month opportunity we have in between the shows to get out and sell the Las Vegas market intros during the normally slower months of July/Aug/Sept. As for the now 3 1/2 week period now between shows - see the first issue. Unless there is a pressing distribution issue prompting a Las Vegas market introduction placement I don't see how it makes sense to commit prior to getting to High Point. I feel this change really only benefits those reps based in western states whose accounts don't also regularly attend the market in High Point. Unfortunately, all that really does is reinforce the theory that Las Vegas is going the way of a regional market.
Reality Check commented:
Mike, with respect to your comment "someone finally recognized that reps are an important part of the communication process with the retailers. Las Vegas Market has developed a rewards system - bribe if you will - for reps to go out and tell their retailers to come to the market", High Point Market Authority has had the Sales Rep Ambassador Program in place for some time and didn't need to "bribe" anybody to do it.
