Sell Them the Package

I’m assuming chicken coops have been around since about the time someone first caught a chicken.  They are not exactly something new.  So when we got a call from someone who wanted to sell them at a show, I was a bit skeptical about how they would do.

Once the show opened, I realized my doubts were wrong.  That’s because not only did this exhibitor have a new concept for a chicken coop (you can roll it around your yard, fertilizing as you go), but he also realized something very important.  Of the thousands of show guests who thought it would be wonderful to have chickens and fresh eggs, 95% of them knew nothing about chickens.

His answer was to sell a chicken starter kit (complete with hens, chicks, feed, and instructions) that would be delivered with the coop.   He sold a bunch.  Of course, it didn’t hurt that the display also included a lot of very cute fluffy chicks.

So the question is:  What else can you add to your current product that will make it easier for your potential customer to buy?

David J Zimmerman

Southern Shows Inc.

Counting Heads

After each show, we get calls from exhibitors asking how many people attended the show.  When this happens, I typically ask why it matters. Some are just curious, and some have to fill in some type of report.  And some, unfortunately, feel that the number of people who attend the show determines their success.

They are typically disappointed when they learn we do not publish attendance figures after each show.  There are two main reasons for this.  First is that each exhibitor’s success if determined by the sales they make, the samples they distribute, the number of people they speak to, or whatever metrics each exhibitor has established for a successful show. The second, I’m sad to say, is that the events business has a less than admirable history for reporting real attendance numbers, and we prefer to not be compared to other events that may not be publishing real numbers.

David J Zimmerman

Southern Shows Inc.