June 27, 2013
Surtex 2013: Lesson #3Posted by Cathy Heck
Lesson #3: More on marketing: When is enough enough?
Once you have your trade show theme brewing in your creative stew pot, most of your other marketing tools will fall right into place. We started with a fun trendy color story to use for our booth and our marketing: Dusty Turquoise, Coral and Kangaroo with a touch of Banana and Lime. We were going for vintage with a twist. We think this group of colors is a fresh new choice for a gender-neutral color story. And, just today, I was delighted to see that Project Nursery predicted a similar story.
We knew we would be needing envelopes for mail-outs as well as something to contain our press kits. Lucky us that Paper Source had an envelope that perfectly matched the dusty turquoise from one of the circus prints that would accent our booth.
We also knew that we had lots of baker’s twine on hand from my overzealous twine trials for the animal cracker box handles. (See previous post.) So I thought of this excellent way to use up at least one roll of twine. I’m not saying that I designed this press kit around the twine, but let’s just say it inspired me.
The cover page was designed so that our little mighty mouse would be peeking out, most certainly luring a busy editor to want to learn more. Plus, I was dying to use a phrase I found on a vintage circus poster somewhere in our booth, but it didn’t fit on our walls: “Pachyderms, Pulchritude & Pantomime.” So, imagine my delight when this verbiage could find a home in our press kit. Plus, this word usage will also provide a great ROI measurement … if any trade magazines use “pulchritude” in describing Cathy Heck Studio, we’ll know our press kits worked! Although, it might turn out to be a coincidence, since pulchritude does actually mean “physical beauty and comeliness,” and well, just sayin’.
So, when is enough enough in marketing for a trade show? Maybe when one has a burst of creative genius and is certain that one should provide mustaches for possible photo ops with booth visitors. Or, maybe enough is enough when one decides that mustaches would be trendier than trendy if they were made from our Little Big Top patterns. Or, maybe enough is enough when one begins this little project at about 11pm the night before her flight to said trade show.
Clearly, I don’t know when enough is enough. And I’m pretty sure that we will not earn any marketing awards for this small part of our marketing package, BUT, it sure was fun.
Photos above top: Kim Andersson, textile designer, who was helping Carol Van Zandt, stopped by for a little mustachio. And below, Ronnie Walter and Jim Marcotte model our show ‘staches … wow, Ronnie, we all knew you were stylish, but, you even wear a mustache with a certain panache … and I am pretty sure Jim has worn one of these before.
Here are a couple of links to some fun mentions we discovered after the show, which may have been influenced by our press kits, or possibly our matching mustaches. One was the post-Stationery Show/Surtex wrap-up by Gifts and Decorative Accessories, in which I was very honored to be included in the list of “familiar names in our industry at large.” (Thank you. We love being known as familiar … it’s a little bit like being called a good friend.) And, another article and photo surfaced in Illustration Today, which is written in another language, but we are confident that the description of our Surtex booth is full of praise … although we’re guessing it does not include the term, pulchritude.
So, next year, when you are trying to decide whether to do a bit of marketing before the show, I say, yessiree, do it. But, maybe not the mustache idea. I mean, really, enough is enough.
June 26, 2013
Surtex 2013: Lesson #2Posted by Cathy Heck
Lesson #2: Marketing works, so just bite the bullet and do it. And speaking of biting …
Every year, a few months before May, we think about our Surtex theme, and since we love food of all kinds, we might even begin with brainstorming about our Surtex Show Snack choices. I won’t say that we designed our entire circus-themed booth around our animal cracker show snacks … but I won’t deny it either.
A few years ago, we gave away animal crackers to celebrate the debut of our Welcome Home Noah collection … and long after the little cookies had crumbled, we received a call from a new client who was holding the box in his hands as he spoke, “I want the elephants on this little box.” We thought, “Hey, our show snacks worked.”
So, this year, since we had created a fun new vintage circus collection, we decided that good ol’ Barnum’s Animal Crackers could make their comeback as the giveaway snack under our Little Big Top booth. Not only would the packaging offer us the opportunity to use every corny circus slogan possible, but, hello … they’re good for you. Note the very strong mouse below.
Personally, a major part of animal crackers’ charm for me is the little purse-box that houses them. No matter how old a little girl might be, there is just something fun about carrying a “purse” of cookies around. This lead me to the search for perfect purse handles: baker’s twine to match our vintage circus boxes, and yes, we now own enough baker’s twine to open a bakery.
We also have to take a moment to thank our wonderful helper, Linda, (busy hands below) and our great printer, Barry Colvin at Republic Printing, for, once again, helping us to get these boxes printed, scored, assembled and shipped before the “now-it-will-cost-an-arm-and-a-leg” shipping date. Below you can see the transformation from Barnum’s Animal Crackers to Cathy Heck Studio’s Critter Crackers.
We actually called our giveaways “trade show emergency snacks,” because many of our clients and press visitors told us that our snack became their dinner on the train or in their hotel rooms. So next time you think of animal crackers as a simple carpool snack to last until the soccer game, think again. This little snack might just be the lifesaving-nectar-of-the-gods to a new client who couldn’t fit in a lunch break.
Above, little purse-boxes of critter crackers displayed in our booth from a nifty vintage-y luggage piece which we found at Paper Source. I know you’re probably hankering for an animal cracker right about now, but unfortunately, this limited edition has been devoured. However, you can find them in your local grocery, and they will taste exactly as you remember!
June 25, 2013
SURTEX 2013: Lesson #1Posted by Cathy Heck
Lesson #1: Check your booth signs before you leave your studio.
We are maybe the slowest booth putter-uppers at Surtex, and it has really been cutting into our shopping hours. So this year, with our two college daughter helpers, as well as Jim, my really tall husband who can reach the top of the booth without a stool, we designed our booth to go up faster than ever, with hopes of a Chelsea shopping trip to follow. But, alas, we had a tiny little set-up snaffoo:
Cathy: Wow, we are working so fast. I bet we will be out of here by 4.
Jules: Okay, Mom, what next?
Cathy: Aisle Signs. Here they are.
Jules: Um, Mom, these say Booth #550. We are #640.
I had used the same files from years past to print our signs–when we were always #550–not #640. So with supplies from our handy dandy emergency tool kit, we hand-cut our new numbers … 2 per sign x 3 numerals = 12 cut-outs = more time than one might think. But, we powered through and finished our booth set-up … albeit not in time for shopping, but in time for a fun dinner.
Above: the traveling studio. I’m a bit of a perfectionist (as you might have guessed) so Jules had to talk me into believing that the juvenile hand-made aesthetic of our new lettering actually coordinated with the look of our booth. We even decided it looked better than before. So, we set off to reward ourselves with a piece of Crack Pie, which was sold at the Milk Bar, located just around the corner from our hotel, which was handy and dangerous, as we felt we deserved a reward every single night. (And yes, we are still walking off our Surtex rewards!)
June 4, 2013
SURTEX 2013: How to Set Up a Booth in 60 Seconds or LessPosted by Cathy Heck
If you are wondering how to set up a booth for SURTEX in 60 seconds or less, please see the How To Video above. Okay, you’re right. It took us a little longer than 60 seconds, but thanks to our on-site photographer, Margaret Heck, and video ninja, Julianna Heck, you can enjoy it in 57 seconds flat. We had a great show. For us, it’s a bit of a family reunion with our girls arriving from finals at their colleges to help set up, man, and take down our booth … surely the dream vacation for any college student, right?! Don’t worry, we pay them with our undying love and some excellent dinners.
We also reconnected with dear old friends, met some wonderful new friends, ate delicious meals, walked far, and laughed often. We even sailed with our SURTEX neighbors by Lady Liberty while a DJ was spinning 80’s disco tunes … which was a little surreal, since I actually began my illustrating career in New York humming to those very same tunes! (I was instantly transported to the joy of delivering final art to my agent, while dancing down the streets of New York listening to Gloria Gaynor on my Sony Walkman. But that’s another story.)
More about our experience at SURTEX 2013 in the next blog post. In the meantime, please press play above to join us under the Little Big Top, NYC, May 2013.
March 19, 2013
QuiltCon Debuts in Austin, Texas USAPosted by Cathy Heck
You might have noticed that our blogging has been a little bit sparce lately. Here are the reasons: (1) Cathy received a sewing machine from Santa and is learning to sew during her blogging hours. More on that later. (2) Ellen’s blogging time has been filled recently with a move to a location around the corner from Berkeley’s Gourmet Ghetto. Deliciously more on that later. (3) Ellen and Cathy attended QuiltCon in Austin, Texas. More on that right now!
Now, about QuiltCon: oh my goodness and wow! Ellen joined me in Austin for a weekend of quilting awe. This is the first year that the Modern Quilt Guild has introduced this wonderful event, and happily, they chose Austin, Texas for thousands of modern quilters to gather. It included classes, lectures, and a juried quilt show. When I registered in the fall, I didn’t even know how to sew. We were originally planning to attend to see the fun projects that are made with our fabrics, but as a new “official stitcher,” I had a completely different experience. We were able to look at every single little stitch very, very closely. (No kidding, there was but a thimble-length between our noses and each quilt.)
Not only did we enjoy the juried show, but a separate group of quilts by Denyse Schmidt was also on display. “Modern quilting” is a little bit different than the kinds of quilts one imagines when thinking of traditional quilting. Lots of solid color and negative space, wonky shapes, and creative, improvisational designs. To attend a Modern Quilt Guild show feels a little bit like attending a show at the MOMA, only in this case, the artwork is made of fabric and thread.
The show was meticulously coordinated. The modern color palette used for all of the pre-show advertising was replayed throughout the show with signage, literature and even the hand-crafted award ribbons, shown below.
With all the Modern Quilt Guilds (MQG) in town, an extra treat for us was that several members from Ellen’s very own Bay Area MQG came to Austin, and with their friendly personalities combined with adorable Australian accents, they were most certainly the stars of the night when they took a break from quilting to go boot-scootin’ at the Broken Spoke!
The next day, we toured the main lecture hall, where the walls were adorned with quilts created by Modern Quilt Guilds across the country, for the Block Challenge using the QuiltCon color story. The blocks were sent ahead of time, and twenty were chosen to make a quilt that was selected for one lucky winner. The remainder of the blocks were then made into many amazing one-of-a-kind quilts. Following the show, all of the quilts were given to the Austin Children’s Shelter as a way of saying thank you to the city of Austin. I wish I could see a photo of a room in the Children’s Shelter filled with these beautiful modern works of art wrapped around little Austinites.
We attended several lectures, and enjoyed every single one of them. A highlight for us was to see our friend, Laurie Wisbrun, speaking with a panel discussing the business of fabric design from the perspective of designers, as well as manufacturers. The lectures covered a wide range of topics from David Butler’s photography secrets to Anna Maria Horner’s design process to the keynote speech by Denyse Schmidt, sharing her constantly evolving creative journey. But interestingly, although every presentation was different, they all resounded with one similar message: Be True to Yourself. We marched out of QuiltCon rejuvenated and ready to draw, paint, mouse and stitch. And, of course, to be true to ourselves.
And in keeping with the lesson, we decided that to be truly true to ourselves, we needed to top off our last day with a delicious crepe from the very authentic crepe restaurant, Le Cafe Crepe, across the street from the convention center. Quilts topped off with crepes … it just doesn’t get any better than that!
June 27, 2012
Trade Show Tips from a Lemonade Stand MagnatePosted by Cathy Heck
Before we leave our rainbow-colored trade show memories, we would like to share a bit of the preparation and marketing we created for both SURTEX in New York and the Licensing Expo in Las Vegas. I am a marketer from way back … like the tender age of 10. Along with many a lemonade stand, I also held magic shows to sold-out audiences–our garage held at least 20 neighbors. And, even then, a good magician knew the importance of getting the message out ahead of time. Not only did I create compelling hand-made flyers, but also hired my younger siblings to do a little door-to-door pre-selling. Of course, I promised that they would be compensated from the profits earned from ticket sales, which were sure to be big, big, big!
So, here we are in a slightly different arena, and yet, flyers still need to be made and the word still needs to be spread. However, these days, I do actually pay my helpers for their work.
As you have seen in previous posts, we decided to show our collections this year with a Color Wheel-Rainbow-PaintSwatch theme. After 25 years of making art, we had plenty of critters and patterns to fill the color-spectrum display. Then, we had fun creating all of our marketing pieces to reflect our theme and draw licensees to our booth. Before marketing materials were designed, we started with a booth plan that looked something like this, and thankfully, our plan measurements were correct.
We added a colorful painter’s ladder with paint cans full of product. Paint sticks, too. We ordered flowers arranged in rainbow order. We even decided to wear painters’ aprons in the booth … bordering on nerdiness I know, but sometimes you just have to go all the way. (We did not make Jim wear one of our thematic aprons … but only because he was too big.)
We assembled show snacks that sported our particular rainbow colors (white chocolate M&Ms, which are excellent, but perhaps a little dangerous to have in a booth all day). We added package headers to each bag of M&Ms with our matching characters and logos.
We served our tasty show snacks from a paint pan dripping with rainbow paint. (That might have been a little over-the-top, but it is possible that we had started to develop a mild case of ORD (obsessive rainbow disorder).
Next to our show snacks were the take-away cards, for remembering our booth and our work. This year we created spinning mini-portfolios suggestive of paint-swatch fan decks. However, the swatches in our fan decks were not color choices, but rather character choices. “Hm, I can’t decide honey, should we try blue striped zebra or turquoise ostrich mama?”
We continued the “Color Me Adorable” concept in pre-show mail-outs, email send-outs, trade show magazines, online sites, and post-show emails. Interestingly, we can definitively report that we received visitors who were responding from each of our different marketing methods.
After reading the many post-trade-show discussions on Facebook and LinkedIn, and the questions from new artists as to which marketing solutions work best, our recommendation would be: Try them all! Then, ask visitors how they found you. You will learn which marketing efforts work best for your art styles and product categories. And, we do recommend that if you decide to invest in a trade show, you must be prepared to invest in some kind of marketing to encourage new clients to visit your booth. You probably don’t need to rainbow-paint your card holder, but you do need to send out an invitation to your party. So, those are a few trade show tips from Cathy Heck, Illustrator … and before that, Chief Marketing Director of Cathy’s Amazing Neighborhood Magic Shows and Refreshing Lemonade Stands.
We wish you much success and profits that are big, big, big!
June 25, 2012
Licensing Expo 2012: Hangin’ Out with the ‘ToonsPosted by Cathy Heck
We’re back from the Licensing Expo in Las Vegas. And this time, what happened in Vegas did not stay in Vegas. We brought back pictures, so you could have a peek into studio life from the Mandalay Bay Convention Center … which is not exactly the Vegas experience of which 21st birthday dreams are made … but we had fun in our own trade-show-lovin’ kinda way.
Most of our time was spent in this lovely 10’ x 10’ rainbow-themed booth. For this show, Hecklette number three, Margaret, came to help us. Although she is studying animal science in college, she has grown up in the studio and knows how to get a trade show booth up and running. After our booth was assembled, we spent the next three days talking with our licensees to plan new collections and meeting with possible new clients to describe the way we work. Occasionally, we had to sneak over to the Two Town Studios’ booth to harass Ronnie and Jim during the few moments that they were not deep in client negotiations. (We can’t figure out why they keep moving farther away from us each show.)
Throughout our stay, we showed our portfolios to visitors from all over the world, we discussed our methods of working, we attended meetings, we took turns grabbing lunch, we froze to death (because all trade shows are freezing), we took pages of notes, and we shared tips with other exhibiting artists. And, only at the Licensing Expo are we able to hang with the ‘toons. Yep. This show is always filled with every bigger-than-life character you can imagine from television, movies and video games. Every booth is beeping and blinging. If SURTEX is a lovely gallery opening, Licensing Expo is Fourth of July at Disneyland. The giant characters walk the aisles (with their handlers guiding them, lest they run into a booth pole and take an entire aisle down due to the fact that their eyes are not really their eyes. Here we are with a few favorites below.
On the last day, after two trade shows within four weeks, and three days inside the halls of Mandalay Bay without seeing sunlight, my troops did begin to show signs of delirium. But thankfully, Ronnie’s agent, Lisa Marks, provided us with an excellent supply of Peeps® to fortify us for our booth take-down. (And, yes, you can call Lisa to license Peeps® for all your perfect-for-Peeps products, as well as Ronnie’s Real Women, Real Country™.)
Happily, after our booth was packed and palleted, we did finally make it outside. And, when we did, still no daylight. It was night. (But that’s okay, Las Vegas is really prettier at night … or something … not sure prettier is the word … dazzling-er?) Either way, we walked along the strip and then had a lazy fun dinner at Todd English’s Olives and watched the fountains dance at the Bellagio. It was as if they were saying, “Congratulations! Trade show season is over, now go make all that art you’ve been talking about!”
May 20, 2012
Cathy Heck Studio: A Rainbow of Design at SURTEXPosted by Cathy Heck
We are exhibiting at SURTEX as we speak. Our booth is literally a rainbow of ideas and design, from walls to hand-outs to show snacks!
And, below is a little video that runs in the exhibit hall during the show. So without even going to New York, you can be with us! If we don’t see you in Booth 550, we’ll see you below in cyber-booth 550. We’ll be back in a few days with pictures and a t-shirt. Have a great week.
May 11, 2012
Cathy Heck Studio at SURTEX and Licensing ExpoPosted by Cathy Heck
SURTEX is right around the corner … May 20, 21 and 22! This great event is the global B2B marketplace for original art and design, where artists, agents and licensors connect with manufacturers and retailers to create the next best-selling products in every category under the sun … or under the rainbow, as the case may be.
If you are planning to be in New York for the show, please come by our booth. (#550) And, if you prefer to visit with your designers in Las Vegas, we will also be exhibiting at the International Licensing Expo June 12, 13 and 14, so come by our booth there. (#4825) And, if you would like to make an appointment for a specific time during either of the shows, please email us here. See you soon! Cathy and Ellen
May 7, 2012
Spring Break Work Week at Cathy Heck StudioPosted by Cathy Heck
This year, I had the great idea for a fun way to spend Spring Break as a family: Spring Break Work Week right here in sunny Austin, Texas! My idea was that Ellen could fly to the Austin office, and our two college gals could join us for one full week of trade-show-prep amusement. For college students, this is probably not the first idea that pops into their heads for an exciting Spring Break, but I had a list of great reasons to join the fun: 1) opportunity to earn extra spending money, 2) warmer weather in popular Austin, Texas–although that part didn’t exactly go as planned 3) we could try out the hip new Austin trailer foods between projects 4) do not have to dress up ever 5) airfare included 4) your mom/boss will love you forever (oh yeah, she would do that any way).
Happily, all three helpers arrived from states afar, and the work week began. By the end of the week, our trade show booth props and marketing were finished. I guess our holiday wasn’t exactly an episode of Studio Girls Gone Wild, but we had fun and felt very accomplished–at least from my point of view. Here’s a little video snippet with another perspective of the action-packed week from two of my workers.
And, here are a few pictures of our busy week in the studio. As you can see, we have a ROY G BIV thing going on as the theme for our booth. However, our particular rainbow is actually PROY G BIV–we just had to add a little PINK to the front of the color spectrum.
Here is our wonderful new studio assistant, Erynn, who also joined the work week fun. And, yes, she did survive the sisterly banter, and we are happy to say, she is still with us.
If you would like to try a Spring Break Work Week at your home or workplace, you are welcome to borrow my list of compelling reasons for attending the event. I think the secret is to take off time for a movie or two, and feed your staff well. And, for those of you attending SURTEX in a couple of weeks, we are looking forward to seeing you there!