Monday, April 7, 2014

Some Basic Rules for BaselWorld - Don't Lose Your Shit

This is for brands, bloggers, "magazine mavens" and buyers.

1.  Be polite!  If you are covering watches, don't' start grabbing stuff and "instagramming" it before you even manage a "hello" or "how are you?".  Ask:  "May I?" before you reach your hairy paw over to grab watches.

If you are told that the watch in question is in embargo (i.e. not to be photographed or talked about), don't be an ass-hat!  Pretend that you didn't see it, turn away and ask about other items.  If you are not supposed to report on embargoed items, there is no reason to insist on photographing them.

2.  Be considerate of other people's time.  If you are late, recognize this and apologize - and that goes for BOTH sides of the booth.

3.  Don't double-book!  I don't care how tight your time is, if you double-book, someone will notice.  I do not care HOW important your PR agency thinks the blogger two doors down might be.  If I've made an appointment with you - I am the most important person on your dance card at that moment.  I do not expect my "host" to excuse themselves to go and "kiss the ring" of someone who never even writes about them during MY TIME.  I've spent time, money and vacation hours to be at your booth at BaselWorld.  Don't mess me about for someone else.  I am the one who you came to the dance with.

4.  Be understanding - it will happen that a brand will schedule something, and for whatever reason it gets forgotten.  Nine times out of ten, it is not personal.  It's okay to say that you are disappointed.  It is not okay to lose your shit.  Turn the page.

And for the brands -
Sometimes  it is entirely possible that your appointment is having medical distress.  It isn't personal - and it isn't someone "flaking out" - thank you Liliana for that charming turn of phrase.
Again - accept apologies, don't lose your shit.  And for those of you PR mavens who cannot and will not accept situations beyond normal control - GET OVER YOURSELVES!

5.  Don't "ass things up" for everyone else.  Bloggers are finally getting a reasonable reputation.  Don't be the blogger that everyone is so afraid of that they spend precious time catering to your profound neurosis, and then end up not helping out your fellow bloggers as they are busy falling all over themselves trying to keep your dumb ass happy.   Invest in some therapy if your self-esteem is suffering, but don't take it out on the poor souls trying to feed your massive ego.  And news flash - you are not respected, you are feared - and not feared owing to your professional opinion, you are feared because of your past track record for, well, losing your shit.

6.  Bloggers, writers, editors - take the time to actually get to know your brand contacts.  Are they married? Do they have kids?  How old are the kids?  What are their hobbies?
You enjoy being asked about yourself, why do you think that they are different?  Take an interest!  Does your brand contact have a cat that frequently visits his atelier?  If so, does the cat like sardines?  This information could prove invaluable when shopping for appropriate gifts when visiting said atelier later on.  I for one would bring sardines if that was what the atelier cat enjoyed.

I guess overall, the main message is "Don't Lose Your Shit".  More importantly, don't be a shit.

Having worked BaselWorld from both sides of the counter, I am constantly amazed that 90% of things happen perfectly.

And 10% is, well, life.  Life happens.  It isn't personal ; )

So with less than 12 months to get ready,  Here's to BaselWorld 2015!

And -


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