jen billick, founder of the stationery company, knock-knock has been a mentor and she says that to getnyone's attention you need to stand out from the crowd. >> a little bit like a peacock. the reason the peacock, you know, throws its tail out is, you know, to make itself look bigger and more beautiful. you want a peacock at the shows and there's so many booths and miles of aisles that if you're doing things that everybody else is doing, there's a bit of a sense of, like, why would i set up a new account with you when i'm already buying from here and how does this look different? >> at their next show, the wrap team pulled out all the stops. every inch of their booth screamed out their design perspective and shared the full range of what the brand has to offer, the result? they signed deals with brands like barnes & noble and anthropology. >> there are so many different types of buyers at the trade shows and so different things appeal to different people. and so the people who are interested in, say, cheetah print, sometimes are not remotely interested in the abstract art. so by adding