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.
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The More Things Change . . .
November 10, 2015![](/blog/_article_images/7057699503.jpg)
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.
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To Booth or Not to Booth
October 27, 2015![](/blog/_article_images/6564463806.jpg)
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.
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How Was Your Meal?
October 13, 2015![](/blog/_article_images/3152620793.jpg)
- 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.
David J Zimmerman
Southern Shows Inc.
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Give It Away . . . and It Comes Back
June 23, 2015comment | link
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.
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Social Marketing
September 2, 2014![](/blog/_article_images/0388183304.jpg)
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.
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You Should Be On Stage
May 13, 2014![](/blog/_article_images/9658735628.jpg)
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.
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I'll Be-etle Back
April 15, 2014![](/blog/_article_images/1363981515.jpg)
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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.
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Love Notes
February 11, 2014![](/blog/_article_images/9906735711.jpg)
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.
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The Seven Ps
November 27, 2012
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.
Southern Shows Inc.
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Tracking Business
October 2, 2012![](/blog/_article_images/3322147955.jpg)
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.
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Give Show Management Something They Can Use
February 21, 2012comment | link
Hit Me With Your Best Shot
February 7, 2012comment | link
Don't Pass Me By
January 24, 2012![](/blog/_article_images/8953411178.jpg)
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Come See Me
January 10, 2012![](/blog/_article_images/3147551026.jpg)
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Rising Above the Clatter
November 29, 2011![](/blog/_article_images/0083009220.jpg)
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.
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What's the Matter
June 28, 2011- 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.
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