“Would you like a bookmark?“
This is how I was getting the attention of manufacturers, retailers and artists who were passing by my booth at the Surtex Show. And it worked! People stopped to take their bookmarks, and so it was easier for me to talk to them, and introduce them to Pokidots! studio.
I was very excited about the show. I heard about it three years ago for the first time and now I was finally ready to be part of it.
It took me the whole set-up day to stick every piece of art that I had with foam double tape, while other more experienced artists, unrolled and hung their banners full of art in five minutes and left… I also created a dress out of paper with my patterns printed on it, and some tissue paper, and displayed it on a mannequin. It was a creative way to show a part of my pattern collection, and that dress was definitely the star of my booth which was nice and simple, just like I planned.
What I liked most about the show was that every artist had a distinct drawing style (and target buyers) and there was a lot of variety. Because of that, there was no sense of competition, and most artists were gladly willing to share advice and tips with each other.
Inspiring: There is so much talent out there and the art that was in the show was overwhelming. It was very inspiring.
Motivating: Speaking with potential customers who appreciate your art, and getting feedback and ideas from them is also extremely motivating. This feedback gives you, the artist, a better understanding of what the market needs, it allows you to evaluate your art more objectively, and plan your next collection better. I think this kind of feedback is necessary for independent atists who work alone.
Helpful: I was surrounded with experienced artists, who were exhibiting at Surtex for the 5th, 12th and 18th year! They gave me valuable feedback and advice. Here are the two pieces of advice I wrote at the top of my white board in my studio:
1* Expect business to be slow the first year but don’t give up; make sure you exhibit at Surtex again and again.
I know that success will not come overnight. But as a newcomer to the industry, you’re all excited and eager to see your art on different products. You’re also hoping to get a quick return on investment: participating in Surtex is not very cheap… It’s thus quite discouraging to hear veteran artists tell you that very little will happen in your first year in the industry, and advise you not to lose your motivation, but come back the next year to Surtex. They’re more experienced than me, so it must be true… I do want to be part of the “community”, so I am already planning for next year’s show. But before that, the second piece of advice:
2* The post-show follow-up is as important as the show itself.
Buyers don’t typically reach out to the artists they meet at the show. The week after the show is then very important, to establish a relationship with those buyers. To that end, make sure that not only do you hand out your own business cards, but you also collect the business cards from the people stopping at your booth.
I had fun participating in Surtex this year, but I haven’t seen the fruits of my investment yet. I will know in a couple of weeks, or a couple of months, after talking to my contacts.
In the meantime, I will be elaborating my portfolio and creating new art with a better plan in mind.☮
I am Louma El-Khoury and 
Hi,
I am an aspiring designer and I would like to thank you for the advice. Do you ever exhibit at PrintSource in NY? I am not at the point where I could be an exhibitor but I am working on my designs. What do buyers wnat to see? Swatches, sketches? Thanks for any help
Best regards
Maria
Hi Maria,
Buyers want to see art that they can use for their products! Textile buyers, for instance, would like to see mostly repeat patterns to print on fabric. It could be fabric for home decorations and furnishings, or it could be for baby clothes, it depends on the buyer. Print and poster buyers would like to see a drawing or a picture that would look good hung on a wall for example. Buyers want different things, and artists provide different styles of designs. I say evaluate your art, know what you do best and approach manufacturers accordingly with a consistent collection of images, enough for them to understand your art and what you can offer.
Good luck to you!!
Hi,
I will be helping my biz partner/friend who is a designer, at Surtex this year. We are figuring our way around all the business and contracts, what we want and don’t, etc. My question is this (or these!): when it comes to exhibit installation, lighting, even booth food service and cleaning, telephone service, etc., what is necessary for a first time? The list of things available is mindboggling, and we certainly don’t want to spend money we don’t have to! Any tips here would be greatly appreciated!
allison
Hi Allison,
Everything that is included can be found on the Surtex website.
Installation and lighting: You get a grey carpet for the floor, like what you see on my pictures (you can click to see larger). Each of the walls is made of 3 laminated (plasticky) white panels, mounted together with an aluminum bar that sticks out a little bit, about 1/8″ or 1/4″. As for the lighting, you get 4 projectors — you can see them in my 2nd photo. They are placed on the aluminum bar that’s on the side of the booth that doesn’t have a wall (the ‘entrance’), and you can move them and point them wherever you want. You also get a table and 2 chairs. High table and chairs for free and low (like the ones I had) for a fee. All the info and prices are on the Surtex website. The tables have shelves inside for storage. You can put your purse and personal things in there during the show. I also put the things I had on my table in the inside shelves overnight…
> I didn’t need to add anything and I was perfectly fine. The lighting was great, I don’t think you need more. The carpet is clean (I added a few round black carpets to make a pokidot design ;) I got the low table for extra because I just thought it would be more comfortable to sit at normal sitting height, and I wanted more of the back of my booth to be seen.
Cleaning: It is included with your package. They vacuum the first morning before the show starts, and at the end of every show day. You also get a black garbage bin.
> However, if you’re worried the booth would get dirty during the show, you can bring a cordless vacuum or something and put it inside the table, just in case. I had a small cleaning spray and tissues for the table and the walls; they don’t clean that during the show.
Food: There are cafeterias and sandwiches which could be close or far from your booth depending on where you are on the show floor. You won’t be alone, so I think when it’s quiet you can take turns to eat.
> I don’t recommend eating in the booth, unless you are alone and have no choice. In that case, take small subtle bites because you don’t know how the buyers appear :) (no spaghetti or sushi for instance :)
Telephone: There are public phones in the center lobby… Other than that, you can use your cell phone (which I also do not recommend doing in the booth)… I don’t think I used the phone at all during the show.
There are metal ‘carts’ that you can use to bring your art and ‘equipment’ to your booth if you’re bringing them in boxes…
So basically, besides the low table, I didn’t add anything to my booth, and I don’t think you need to. At least not the first time. After that if you want to go fancy then you can make a wonderland of your booth but if you’re on a budget, what is included is just enough and perfect.
Good luck! :)