Stay Ahead. Why visiting industry trade shows is essential for your creative development

We were fortunate enough to play a part in the Professional Beauty 2017 exhibition that took place at the Meydan, Dubai over two days in February. The event was a great success with visitors up 12 per cent on last year, which is amazing considering how tough 2016 was for every beauty business in the region.

What we noticed most was the type of visitors who attended the show. As well as the usual buyers, salon owners and distributors there has become an increasing amount of young, passionate stylists, beauticians, salon managers, all of whom were there purely to get a feel for what is happening in the industry.

So, aside from gaining valuable knowledge and experience, here are my top ten reasons why you should visit trade shows!

1. It’s an opportunity to generate leads, meet potential clients and explore strategic alliances.

2. You can view new trends, products and resources. Learning about what’s hot, what’s not and what is going to be trending in the next six months is a surefire way of knowing what your company needs in terms of product, training and marketing.

3. A trade exhibition is also the perfect place to find out more about your competitors. How do
you compare? Looking at their strengths and weaknesses and comparing them to yours is the best way to learn how to be better in your business.

4. Meet the media attending the shows and make sure they know about your business and are impressed enough to remember it!

5. Networking is important and trade shows can introduce you to new retailers, salons and vendors.

6. Whether your whole team is able to attend or just you, you will come back with so many new ideas and creative ways to support your business including insights into trends and new products on the market which will always create a buzz in the salon.

7. Educate yourself with seminars, workshops and panel discussions. I was chairing a panel discussion and talking on a panel at Professional Beauty but I also attended many of the seminars on offer, which exposed me to so much new information and really inspired me.

8. Shows are a place to have fun! There’s nothing that gives us more energy and inspiration than mixing with like-minded creatives and business people in such a dynamic and forward thinking environment. Bringing that energy back to the salon will inspire your team and give you a renewed motivation for the coming year.

Maria Dowling is creative director at mariadowling salon and has been a colourist for more than 20 years. For more information call: +971 4 345 4225

We were fortunate enough to play a part in the Professional Beauty 2017 exhibition that took place at the Meydan, Dubai over two days in February. The event was a great success with visitors up 12 per cent on last year, which is amazing considering how tough 2016 was for every beauty business in the region.

What we noticed most was the type of visitors who attended the show. As well as the usual buyers, salon owners and distributors there has become an increasing amount of young, passionate stylists, beauticians, salon managers, all of whom were there purely to get a feel for what is happening in the industry.

So, aside from gaining valuable knowledge and experience, here are my top ten reasons why you should visit trade shows!

1. It’s an opportunity to generate leads, meet potential clients and explore strategic alliances.

2. You can view new trends, products and resources. Learning about what’s hot, what’s not and what is going to be trending in the next six months is a surefire way of knowing what your company needs in terms of product, training and marketing.

3. A trade exhibition is also the perfect place to find out more about your competitors. How do
you compare? Looking at their strengths and weaknesses and comparing them to yours is the best way to learn how to be better in your business.

4. Meet the media attending the shows and make sure they know about your business and are impressed enough to remember it!

5. Networking is important and trade shows can introduce you to new retailers, salons and vendors.

6. Whether your whole team is able to attend or just you, you will come back with so many new ideas and creative ways to support your business including insights into trends and new products on the market which will always create a buzz in the salon.

7. Educate yourself with seminars, workshops and panel discussions. I was chairing a panel discussion and talking on a panel at Professional Beauty but I also attended many of the seminars on offer, which exposed me to so much new information and really inspired me.

8. Shows are a place to have fun! There’s nothing that gives us more energy and inspiration than mixing with like-minded creatives and business people in such a dynamic and forward thinking environment. Bringing that energy back to the salon will inspire your team and give you a renewed motivation for the coming year.

Maria Dowling is creative director at mariadowling salon and has been a colourist for more than 20 years. For more information call: +971 4 345 4225