Tracking Business

If you’re not exhibiting to create direct sales, then you’re most likely there to spread the word about your product or business, and/or drive show guests to your storefront or on-line business.  If that’s you, it’s important to figure out how you’re going to track your success.

That tracking is best done with coupons, or offers, or something that’s only available at the show.  One of the best examples I’ve seen of this is Sam’s Town Casino, the sponsor of our Southern Women’s Show in Memphis.  Basically, they give away money. 

It’s in the form of credit-card size $20 vouchers that show guests bring to the casino for some free gambling.  Once they gamble their way through that $20 (or even before), they use that same card to load up with additional cash.   While the casino does not reveal how much additional losses the average cardholder realizes beyond the free $20, they assure us it’s well worth their investment and their sponsorship fee.

So what are you using to drive business post-show?  If you have any innovative ideas you don’t mind sharing, send me an email at dzimmerman@southernshows.com.

David J Zimmerman
Southern Shows Inc.

Using Literature Effectively

Product literature seems to be a dying promotional form, but it still has an important place in consumer shows. The key is knowing how to use it effectively.
I once read a survey which determined that 50% of literature simply picked up at a trade show is thrown away before the person leaves the building.
So have literature, but treat it like a prized possession. Keep it hidden, or at the back of your exhibit. Then, once you have determined that ashow guest has a real interest, bring it out, open it up, point out the key things you want them to remember, then let them have it. They will keep it, and they will use it to make a decision.

David J Zimmerman
Southern Shows Inc.

Please Touch

This week’s photograph, which I took at a recent show, reminded me of a major reason shows work.  It’s because people can touch stuff.  This is something that can’t happen with radio, television, newspapers, magazine, direct mail, or the internet.

People like to touch stuff. It confirms what their eyes see.  It helps them remember what they’re touching.  It makes them happy.  So let them in your exhibit space, and let them touch whatever they want (except you, of course).

David J Zimmerman
Southern Shows Inc.