What's the Matter

June 28, 2011

Have you ever exhibited in a show where just about everyone did well except for you? It happens, and barring being positioned next to a karaoke stage, I’ve found that typically, the reason for less-than-expected results is one or more of the Seven Ps of participating in a show.

They are:

Price – your competition is under-pricing you and you don’t have a competitive advantage to compensate.
Product – sorry but you don’t have what they want.
Presentation – your exhibit is not doing its job.
Personality – the person working your exhibit is not trained, prepared, or simply not who needs to be there.
Professionalism – the person working the exhibit is not the expert show guests are expecting, or does not look the part.
Pre-promotion – you’re relying only on walk-by traffic, as opposed to inviting customers and prospects to come see you.
Post-Show follow through – letting the leads collected at the show go to waste.

David J. Zimmerman

Southern Shows Inc.

Consumer Show Success

The Southern Shows Blog for exhibitors

What's the Matter