Tips for your presentation during Salone del Mobile Milan
The Salone del Mobile 2016 in Milan was launched from 12 - 17 April 2016. The Creative Industries Fund NL supported no fewer than 26 presentations of Dutch designers, creatives and collectives at the most important annual European furniture and product design fair. Prior to their departure, the Fund - in collaboration with Anne van der Zwaag (OBJECT Rotterdam) - organized the event Cultureel Ondernemerschap (Cultural Enterprise). Three Milan experts – Antoinette Veneman of the design furniture brand Prooff, Miriam van der Lubbe of the design studio Van Eijk & Van der Lubbe and former editor of Eigen Huis & Interieur Mary Hessing – provide tips.
In your presentation ensure that it is clear who you are, either by a namecheck, logo or short film.
Ensure that you have press information visibly to hand, provide give-aways and folders.
Translate your presentation texts into Italian.
Sometimes you’ll be too busy to talk to everyone: be prepared with give-aways and folders.
Make sure you have a good story - do a trial run.
Be prepared to ask your visitors concrete questions: What do they think? How much do they think your product should cost? You can learn from this!
Make a note of your leads: don’t just keep your cards, but jot down what you talked about as well.
Make sure you’re always at your stand.
Make material for later, such as short films, photos of people at your stand or people who have used the products.
Start off well-rested, you don’t want to be exhausted at the beginning of the week. Finally, sleep little and extract everything you can from the occasion.After the event
Make time for follow-up work.
Write a report after Milan and make a note of what you have learnt, (new) aims and priorities for the future.
Evaluate leads and actively follow them up. Contact journalists and send them information.
Come up with some news you can email them after the end of the Fair.
And some additional points from…
Miriam van der Lubbe (Van Eijk & Van der Lubbe)
Have a clear aim, but remain open to chance meetings.
Milan is all about meeting people. Think in advance about who you would like to meet.
Milan is not too much a place for direct sales, but it is good for making contacts. People don’t do business with businesses, but with people. Think: ‘Who am I talking to?’
Are you showcasing products or are you displaying an identity?
Go to the Bar Basso or Da Vinci on Wednesday.
Mary Hessing (Eigen Huis & Interieur)
Journalists are not lazy but are looking for free images. A request for a business card is absolutely normal.
Beautiful atmospheric images are highly prized but are only used once. Make packshots, journalists use these the most.
Buy the copyright of these images.
Give away a USB stick, including a print-out of the contents.
Journalists are very busy: if you don’t react quickly to their request they lose interest.
Photo: Ilco Kemmere