A few weeks ago, I wrote about redefining demonstrations. The message was to not confine your thinking about demonstrations to someone doing something. This week, I’d like to discuss old-fashioned hands-on demonstrations. They are still hard to beat for attracting attention and making your point.

 

Most people know demos are great, but most people also think they don’t have the right product to demonstrate. Think again. Great demonstrations I’ve seen are: an arborist repelling from the ceiling; a custom door builder with one of his woodworkers carving in the exhibit; and a heating and air company with a working duct system.

 

A word of caution: Make sure your demonstration sells your product. We once had an appliance dealer who decided to bake cookies to draw attention to their high-end ovens. The problem was that not everyone wanted the high-end oven, but everybody wanted a cookie.   They were so busy baking cookies, they did not have time to sell ovens.

 

David J. Zimmerman

Southern Shows Inc.

Nothing like some smiling elves to cool down a hot July day. This week’s photo is from an exhibit in our Southern Christmas Show. Besides making you smile, I hope it will make you think about how you display what you’re selling at the show.

 

Good retailers know it’s not what you display, it’s how you display it, that sells products. These little guys bunched together to create a scene is miles better than if they were lined up on a shelf or table.  So next time you’re pulling out your wares at a show, think about impact, and about creating a ‘photo opportunity’ like this scene.

 

David J Zimmerman

Southern Shows Inc.