{"id":72042,"date":"2022-03-28T09:18:10","date_gmt":"2022-03-28T08:18:10","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=72042"},"modified":"2023-10-07T11:16:26","modified_gmt":"2023-10-07T10:16:26","slug":"ancoats-guitars-at-the-north-east-guitar-show","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/entrepreneurs\/ancoats-guitars-at-the-north-east-guitar-show\/","title":{"rendered":"Start-up Stories: Ancoats Guitars at the North East Guitar Show"},"content":{"rendered":"
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When we last visited Ancoats Guitars in our Start-Up Stories blog, preparations were well underway for the North East Guitar Show. With the show all done and dusted, we caught up with Dave Roberts to see how he got on at Ancoats Guitars first ever trade event.<\/span>\u00a0<\/span><\/p>\n

Ancoats Guitars<\/span><\/a> is a manufacturer of hand-built, high-end electric guitars based in Manchester. Solopress has been following their progress through 2022 and reporting on the role that print is playing in establishing this new brand. Now that Ancoats Guitars main man Dave Roberts has returned from the <\/span>North East Guitar Show<\/span><\/a>, we were keen to hear how he got with his brand new printed display materials from Solopress.<\/span>\u00a0<\/span><\/p>\n

A standout stand<\/span><\/b>\u00a0<\/span><\/h2>\n

On arrival at the show, Dave set out his stall using all the elements that we created together and discussed in our <\/span>previous Ancoats Guitars blog<\/span><\/a>. It was immediately clear to Dave that his materials were a cut above many other exhibitors.<\/span>\u00a0<\/span><\/p>\n

\u201cI could tell I was getting plenty of admiring glances from the other stallholders. The Roller Banner created the perfect backdrop to the guitars, and I was the only exhibitor there with a printed tablecloth\u201d<\/span><\/b>\u00a0<\/span><\/p>\n

All exhibitors had a trestle table, so it\u2019s a significant area of unused space that can be used to help hammer home the brand. They\u2019re also handy to conceal the tables themselves, as there\u2019s no guarantee that they will be in a presentable condition.<\/span>\u00a0<\/span><\/p>\n

Top tip: Get some professionally produced display materials for an instant hit of credibility. Roller Banners<\/a> are particularly cost effective in this regard.\u00a0<\/strong><\/p>\n

\"Ancoats<\/a><\/p>\n

All about the base<\/span><\/b>\u00a0<\/span><\/h2>\n

When Dave went to install his Printed Flags, he was immediately stymied by the lack of a water source where he could fill up his Flag bases.<\/span>\u00a0<\/span><\/p>\n

While empty, these bases are light enough to transport, and once in place, either water or sand can be used to fill them up. providing weight and stability. However, it\u2019s a good idea to plan ahead and be sure that there\u2019s an appropriate water source at your destination. These bases are bulky, so filling up at a sink isn\u2019t an option.\u00a0<\/span>\u00a0<\/span><\/p>\n

Top tip: If you\u2019re using Printed Flags with a water base, be sure to bring a hose or a pouring vessel to allow you to fill up.<\/span><\/b>\u00a0<\/span><\/p>\n

\"Ancoats<\/a><\/p>\n

Everything in its right place<\/span><\/b>\u00a0<\/span><\/h2>\n

In reality, Dave was happy to keep his flags to one side to use another day. In the context of the venue, he felt they would have been overkill:<\/span>\u00a0<\/span><\/p>\n

\u201cThe flags just seemed too big and too much. Even with the \u201csmall\u201d 2.9m poles, these Flags are a big statement indoors. None of the other exhibitors had anything near this size so they would have stuck out like a sore thumb!\u201d<\/span><\/b>\u00a0<\/span><\/p>\n

Sometimes you want to be conspicuous and stand out from the crowd, but on this occasion, Dave made the right decision to avoid overshadowing his neighbours. In practice, the Ancoats Guitar stand stood out for all the right reasons.<\/span>\u00a0<\/span><\/p>\n

Top tip: When it comes to display elements, it\u2019s better to bring too much than too little \u2013 but be prepared to pare back your approach if some of your display elements aren\u2019t appropriate for the space.<\/span><\/b>\u00a0<\/span>\u00a0<\/span><\/p>\n

Early doors<\/span><\/b>\u00a0<\/span><\/h2>\n

As soon as the doors opened to the public, Dave noticed that everyone was making a beeline for the big-name brands. Visitors naturally gravitated towards the established, familiar manufacturers that they knew well. As the day progressed though, visitors seemed to enter a more adventurous phase, seeking out areas they hadn\u2019t yet explored.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cWhen everyone rushed in, they went straight over to the Fenders, Gibsons and Martins. I was a bit disheartened, thinking that the crowd had come just to see those brands. As the day went on, however, us lesser-known brands started to get a lot more attention.\u201d<\/span><\/b>\u00a0<\/span><\/p>\n

Once people started browsing the stalls operated by lesser-known brands, the forethought and effort that had gone into the identity of the brand and the design of the display elements came into play. That, coupled with the three stunning hand-built guitars on display, drew many more people to the Ancoats Guitars stand.<\/span>\u00a0<\/span><\/p>\n

Top tip: Observe and learn from patterns of behaviour, and channel your resources into the golden hours when you\u2019re in demand.<\/span><\/b>\u00a0<\/span><\/p>\n

\"North<\/a><\/p>\n

Are you sitting comfortably?<\/span><\/b><\/h2>\n

One element of the stand\u2019s layout that Dave hadn\u2019t thought to consider was where to place the chairs he\u2019d been provided. While he and others were setting up, Dave observed that other exhibitors were taking different approaches:<\/span>\u00a0<\/span><\/p>\n

\u201cSome exhibitors seemed to want to remain behind their tables like a market trader behind a stall, while some were opting to stay in front of their table. I decided that I\u2019d like to stay out front to interact with visitors more directly.\u201d<\/span><\/b>\u00a0<\/span><\/p>\n

While it might have been more comfortable to sit behind the table, we think Dave took the right approach to avoid placing a barrier between himself and his visitors. Not only is it a more friendly and engaging approach but it also makes practical sense when it comes to handling and demonstrating a complex product like a guitar.\u00a0<\/span>\u00a0<\/span><\/p>\n

Top tip: think about what your stand\u2019s layout means for the way you\u2019ll interact with visitors.<\/span><\/b>\u00a0<\/span><\/p>\n

Improvising on guitar<\/span><\/b>\u00a0<\/span><\/h2>\n

With his stall set out, Dave was able to give it the once over and assess how it looked. Overall, the elements looked stunning and did a great job of signposting the brand. However, there was one possible omission that could have been avoided:<\/span>\u00a0<\/span><\/p>\n

\u201cAs I looked at the stand, I realised there wasn\u2019t any signage to let customers know the names of the different models. Luckily, I had my branded compliments slips, so I wrote the model names on those and threaded them through the guitar strings\u201d<\/span><\/b>\u00a0<\/span><\/p>\n

\"Guitar<\/a><\/p>\n

In the end it was an elegant solution, but we\u2019ll be working with Dave to come up with a less improvised solution for his next event: possibly <\/span>Strut Cards<\/span><\/a> or <\/span>A5 Flyers<\/span><\/a>.<\/span>\u00a0<\/span><\/p>\n

Top tip: When planning out your stall, take a step back and pretend this is your first experience of your product or service. What is it? What does it do? Why do I need it? Make sure your display material answers those key questions.<\/span><\/b>\u00a0<\/span><\/p>\n

The start of the deal<\/span><\/b>\u00a0<\/span><\/h2>\n

As a custom builder of bespoke instruments, Ancoats Guitars wasn\u2019t expecting to close any sales on the day. Afterall, a hand-built instrument will always be more of a considered purchase than an impulse buy.<\/span>\u00a0<\/span><\/p>\n

However, Dave did find that this left him slightly lacking in an angle when it came to engaging with visitors.<\/span>\u00a0<\/span><\/p>\n

\u201cIt didn\u2019t feel right giving people the \u2018hard sell\u2019, but at the same time, I wanted to plant a seed so that visitors leaving my stand felt that an Ancoats Guitar might be an option for them in the future.\u201d<\/span><\/b>\u00a0<\/span><\/p>\n

Regardless of your sector, a deal is unlikely to be finalised at an event, but it may be possible to identify prospects and start them on a journey towards a potential purchase.<\/span>\u00a0<\/span><\/p>\n

There are various ways to go about that, so it\u2019s a good idea to define what you want to achieve. Some valid goals might be to:<\/span>\u00a0<\/span><\/p>\n