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Exhibit Promotion

Being Findable

February 2, 2016 When we look at the web traffic to the exhibitor listings on each show websites, we find they got as many, or more views after the show, as they did prior. And that makes sense - show guests saw companies at the show, wanted to follow up, and went to the show website to find them.
That's why it's important, if you're a current exhibitor in a Southern Shows Inc. event, to create the free web page that's linked to your listing on the web site. You can include photos, logos, details about your company, and a link to your website.
And we've just made two improvements. There's now a link for people interested in your company to send you an email. When you receive one, it will note that it came from the show website. We've also made each exhibitor page a unique webpage, so you can now send others directly there if you like.
David J Zimmerman
Southern Shows Inc.

Exhibit Promotion

The More Things Change . . .

November 10, 2015

The More Things Change . . .
I'm a bit of a history nerd. I always smile when I hear economists and politicians say "it will be different this time," because it rarely is. That's because while the world seems to be changing quickly, the deep-down basic way people interact with that world does not.

Folks who have been to the Southern Shows Inc. offices have seen our collection of prints from the first trade show, the "Great Exhibition of the Industry of All Nations" held at the Crystal Palace in London in 1851. As I look at these prints each day, I'm reminded that the people attending that show were using the same senses we use today - touch, sight, smell, hearing, and taste - to experience their visit. And that the more of these senses companies incorporate into their exhibit, both then and today, the more successful they will be.
David J Zimmerman
Southern Shows Inc.

Exhibit Design Exhibit Promotion Selling

To Booth or Not to Booth

October 27, 2015

To provide full disclosure, this topic is a pet peeve of mine, so if you think I'm making a big deal out of nothing, you're probably right. I guess that's what pet peeves are. So here we go . . .
I can't stand the term 'booth.' I know. Everyone uses it. But it just sounds boring and small. The dictionary definition is: "A small compartment or boxlike room for a specific use by the occupant."
I was recently reminded of my dislike for the term when an exhibitor in the Southern Farm Show ran an ad inviting people to visit their 'booth' at the show. First, good for them for pre-promoting their participation. But second, their 'booth' is 3,600 square feet! Folks, that's not a booth - that's an exhibit. And that's what they should be calling it. And so should you, even if the exhibit you're inviting people to is only 100 square feet.
Personally, I'd be more excited about visiting an exhibit, than about visiting a booth. But maybe that's just me.
David J Zimmerman
Southern Shows Inc.

Exhibit Promotion

How Was Your Meal?

October 13, 2015

After a recent delightful dining experience, I thought about what made it special. I soon realized that the principles of the 'Seven Ps of Exhibiting' were the same for the restaurant. The Seven Ps, as explained in my June 28, 2011 blog (see www.SouthernShows.com/blog) are the things that an exhibitor has to get right to have a successful show. Here's how they applied to the restaurant:

Price - it was a good value
Product - the food was delicious
Pre-promotion - they ran an ad that let me know about them, and then lived up to the ad
Presentation - the décor, the table, and the way the meal was presented, were all great
Personality - the wait staff was friendly
Professionalism - the wait staff was knowledgeable and helpful
Follow up - when leaving, they thanked me for being there, asked if I would like to be included on their email list so I knew about special events and discounts.

Think about your favorite restaurant, and what they do to keep you coming back. Then try to apply that recipe to your next exhibit.
David J Zimmerman
Southern Shows Inc.

Exhibit Design Exhibit Promotion Selling

Give It Away . . . and It Comes Back

June 23, 2015

Helmut's Strudel has been part of the Southern Christmas Show for 30+ years. Their success is legendary. Their strudel is one of the first things people mention when asked about the show. You might think, "well - how could you not be successful selling hot flaky pastry filled with warm fruit and cheese fillings?" Agreed. However, the key to their success is they never take it for granted. The back story is - starting with their very first show, and continuing through today - they rise very early to bake their scrumptious Austrian delicacies. Our PR team then delivers the strudel to drive time radio personalities, who exclaim, on air, how delicious it tastes. The result is people come to the show eager to try Helmut's Strudel. If your product is something that can be delivered or sent to the media, bloggers, or anyone ready to spread the word about what you’ll be doing at the show, let us know. Many of our show managers deliver goodie-filled press kits to the media, and will be happy to add your product if it’s the right fit. David J Zimmerman Southern Shows Inc.

Exhibit Promotion Selling

Keep Your Friends Close

April 14, 2015

. . . and your enemies closer. And yes, you will find both at shows. Perhaps not enemies, but certainly competitors. And I, like the Godfather, encourage you to get to know them at the show.
Why? Because if you are friendly competition, they may actually refer you to someone they cannot help, or who needs something specific you carry.
Shows are also great for making related-field contacts. If you sell patio furniture, get to know the pool companies. If you photograph babies, get to know the exhibitors selling children's clothing. Many exhibitors have told me some of their best show leads come from other participating companies.
You never know which of those enemies will become your friends. And remember, in the field of helping friendly competitors - it is definately quid pro quo. Life, and referrals, work on the law of the boomerang.

David J Zimmerman
Southern Shows Inc.

Exhibit Promotion Selling

Social Marketing

September 2, 2014

Any good public show will have a social media presence. Southern Shows Inc. uses a long list of ‘platforms’ with the most effective being facebook. If you’re also marketing through social media, be sure to use the shows you’re exhibiting in to extend your reach.

Use your established social media to let your contacts know you’ll be at the show. Post a show-related message about your company to the show’s facebook site. Give away a nice item to show guests who ‘like’ your company during the show. Send a tweet about something neat you see at the show, even if it’s not your product. The ideas are endless, but the key is to take advantage of the social media buzz the show is creating.

Speaking of free promotion, if you’re currently signed up for a Southern Shows Inc. event, and have not created your custom web page that’s tied to your company listing (see example - Antoinette's Bath House), go ahead and do it. It’s free and easy, and a great additional web presence for your company.

David J Zimmerman
Southern Shows Inc.

Exhibit Promotion

You Should Be On Stage

May 13, 2014

Most shows have a stage for workshops and presentations. And most show managers are constantly looking for great material to go on those stages. So take advantage and volunteer to be a presenter, but ONLY if you pass these criteria:
A. Your subject has to be not just informative, but interesting or important enough to draw a broad audience.
B. It has to have a great title.
C. You have to be a really good presenter.
D. It has to be interactive, demonstrative, or participatory. In other words, standing there and talking ain’t going to get it.
E. It should not last more than 20 minutes.
F. It cannot be a commercial for your company.

And even if you think you have all these ingredients, don’t be offended if the show manager says ‘thanks but no thanks.’

David Zimmerman
Southern Shows Inc.

Exhibit Promotion

I'll Be-etle Back

April 15, 2014

At the recent Southern Spring Home & Garden Show, Bushwackers Landscaping was one of 22 landscaping companies that installed a feature garden in the Belgard Gardens at the show. Owner Chad Little knew that with so many landscapers for show guests to choose from, he needed something to help them remember him.

He did that two ways. One was to put something memorable in his garden - half a Volkswagen Beetle. The second was to quickly create postcard handouts featuring a photo of his garden, and the VW.

When show guests returned home and sorted through the items they picked up at the show, there was no doubt which card they would remember most.

David J ZImmerman
Southern Shows Inc.

Exhibit Design Exhibit Promotion Selling

Love Notes

February 11, 2014

Jewelry designer Emily Armenta, who sells her designs in stores like Neimen Marcus, wanted to make sure key retailers stopped by her exhibit at a big trade show. So instead of phoning or sending a postcard, she sent them a series of love notes. One had a recording of romantic Spanish music, and another asked for a “date” at the show. She finished the show with orders from 15 new retail stores.

David J Zimmerman
Southern Shows Inc.

Exhibit Promotion

The Seven Ps

November 27, 2012

If you want to be a successful exhibitor, forget minding your Ps and Qs. Just stick with the Ps. If you get them all right, and you’re in a good show, you cannot help but do well. They are:

Price. If your price is out of line, you better have a good reason.
Product. No matter how good you are, you have to have a product people want.
Pre-show promotion. The easiest way to get people to your exhibit is to have them come to the show looking for you.
Presentation. A great looking and effective exhibit.
Personality. Happy, helpful people who want to be there.
Professionalism. Exhibit staff who look the part, and know what they are talking about.
Post-show follow-up. Plan for it, and do it.

David J Zimmerman
Southern Shows Inc.

Exhibit Design Exhibit Promotion Selling

Tracking Business

October 2, 2012

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.

Exhibit Promotion Selling

Give Show Management Something They Can Use

February 21, 2012

In my last post, I wrote about how you should push show management to help you succeed by asking them to critique your exhibit and how you are utilizing it.

You should also explore how they can help you by asking how to be included in show promotions and special features. The key to this is to offer them something they can use. That may be details on a great new product that you’re introducing or a big prize you’re giving away at the show. You can also offer to help them create a show feature.

Basically, if it’s something that they (not you) think will make the show better, more interesting, attract more show guests, or save them time or money, they may be interested.

David J Zimmerman

Southern Shows Inc.

Exhibit Promotion

Hit Me With Your Best Shot

February 7, 2012

I write this blog because I want you to be successful in the shows we produce. I want you to be successful because I do not want to have to sell your space to someone else next year. Repeat customers are good.

Since most show management professionals think just like I do, take advantage of that by pushing them to help you be the best you can be. Ask them to critique your exhibit and how you’re working it. Ask them what they have in place to help exhibitors promote themselves. See if they offer exhibitor training. Let them help you do a better job at the show.

David J Zimmerman

Southern Shows Inc.

Exhibit Design Exhibit Promotion Selling

Don't Pass Me By

January 24, 2012

Last time, I wrote about letting potential customers know you will be at a show, and how that will increase your success. Here’s a tip to make sure that time and money spent in pre-promoting your participation is effective.

You have to make sure your exhibit looks like your ads. Use the same logos, colors and images. Highlight the same benefits you emphasize in your commercials and ads. Use the same slogans. Make the same offers.

You want the show guest walking down the aisle to immediately recognize that you are the company they came to see, or that they saw advertised.

David J Zimmerman

Southern Shows Inc.

Exhibit Design Exhibit Promotion

Come See Me

January 10, 2012

Question: What’s the best way to have your potential customers find you at the show? Answer: Have them come looking for you.

If done correctly, pre-promoting your participation in a show increases your chances of success exponentially. Some methods, including advertising in the show program, and sending a mailing to your prospect list, cost some money but can be well worth it. Others, like emailing your contact list, and adding a “come see us at the show” tag to the advertising you’re already running, don’t cost a thing.

To be effective, however, you not only have to let people know you’ll be at the show, you have to give them a reason to stop by your exhibit. A special price, a gift, something only a potential customer would want. When you see them walking toward your exhibit with your ad - or the postcard you sent them - in their hand, you know you’ve got a hot one.

David J Zimmerman

Southern Shows Inc.

Exhibit Promotion

Rising Above the Clatter

November 29, 2011

Shows, and the whole business world, for that matter, are competitive places. You’re often going head-to-head with your best competition. So how do you stand out from the clatter?

Get creative. Figure out how to hog the publicity. Do something memorable. That’s how.

Case in point is remodeling contractor Eddie Casanave, owner of Distinctive Remodeling in Raleigh. Like all good remodelers, Eddie knows that kitchens are high-margin jobs, so he set his sights on attracting show guests looking to rework their kitchen. His solution was to become the Kitchen Casanova, the remodeler/chef who understands how to create a real cook’s kitchen. And once your new kitchen is finished, will prepare your first meal there.

He created a kitchen stage, conducted cooking classes throughout the show, and drew a lot of attention. As the show producer, we embraced his effort and helped him promote what he did at the show. It was a win-win, and it worked.

David J Zimmerman
Southern Shows Inc.

Exhibit Promotion

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.

Exhibit Design Exhibit Promotion Selling