Changing Perceptions

When you think of Mott’s, you think of? Apple juice of course. They’ve been making the stuff since 1842.

Now they’re making a tomato juice. They call it Garden Blend, and it competes with V-8. So their goal – and it’s a tough one – is to change people’s perception about what they do. Part of their strategy is to bring this new product to the people, which they are doing at shows.

They could have just set out a table and handed out samples, but look what they did. They created a nice display and “planted” a tomato garden with their product in it. They want the public to associate fresh tomatoes with their new juice.

How do you want to be perceived? What do you want show guests to associate with you? Figure it out and include it in your exhibit.

David J Zimmerman
Southern Shows Inc.

What Do You Sell?

An effective exhibit will clearly and quickly tell the show guest exactly what you sell.  But to do that, you have to decide what it is you are really selling. 

This week’s photo is an exhibit for a leaf-free gutter company.  Most people, and probably some gutter company owners, would assume that they sell gutters.  Wrong.  As this company understands, they are really selling time and safety.  Their exhibit is communicating that if you buy their product, you do not have to spend your Saturday, and risk your life, on a ladder.    

Walking through most shows, the old adage of “sell the benefits, not the features” is not apparent.   So what do you really sell?  Figure it out, and then figure out how to get your exhibit to tell that story.

David J Zimmerman
Southern Shows Inc.