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Southern Shows Inc. announces sale of six shows In the Mood And Don't Come Back Get In the Spirit Make the Most of What You Have One Piece at a Time

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Selling

And Don't Come Back

October 4, 2016 Mary Buffa does what I do - she writes about exhibiting as part of her job with Skyline Displays. An article she wrote recently is worth sharing. It lists the top seven ways your exhibit staff can turn-off whoever walks into your exhibit. They are
1. Don't understand your business.
2. Be aggressive
3. Don't make eye contact
4. Ignore them.
5. Just talk about your company.
6. Don't get to the point.
7. Don't tell them if or how you're going to follow up.
For the full article, I encourage you to go to this link: 7 Pet Peeves
David Zimmerman
Southern Shows Inc.

Get In the Spirit

September 20, 2016

Get In the Spirit
People attend events because they like what the event is about. While that's pretty obvious, it's amazing how many exhibitors don't seem to consider this basic truth when designing their exhibit.
This exhibitor in the Chelsea Flower Show gets it. They sell women's clothing, but know the folks come there to see the flowers. So - pretty easy - they put some flowers in their display. Then they went a step further and did it in a way that made people stop and admire.
The next time you prepare for a show, think about who attends and why. Then think about what you can do to appeal to that person.
David J Zimmerman
Southern Shows Inc.

Exhibit Design Selling

People Buy From People

July 26, 2016

Meet Lex. She makes furniture. Why should you buy her furniture? Because, of course, she has a really cute dog. Why would that make you buy her furniture? Because her really cute dog helps you understand that Lex is a real person. A real person who makes real furniture. And there she is. In real life. Ready to sell you some furniture.
In an ever-increasingly impersonal world, shows are one of your few opportunities to tell your story, and show that you are real, with real expertise, real passion, and a real desire to share what you do with others.
Want to buy some of Lex's furniture? Check out www.lexlee.la

David J Zimmerman
Southern Shows Inc.

Exhibit Design Selling

Lessons Learned

April 12, 2016 My father Robert Zimmerman, who along with my mother Joan, founded Southern Shows Inc. in 1959, passed away in March at the age of 84. As part of my remembrance of my father, I wrote down many of the things he taught me. As I looked through them, I realized that many also apply to exhibiting, so I thought I would share a few:

A smile will get you much further than a frown.
Be nice to people even when they don't deserve it.
Lead by example - do the things no one else wants to do. If you're the boss, take the Friday night shift at the show that no one wants.
Encourage and believe in people, and they will believe in themselves. Let your staff working the show know you have confidence in them.
If you are going to do something, do it well. Make sure your exhibit represents the quality of your company..
It's the small details that make things special. Most people don't realize they see them, but they do. Do something in your exhibit that sets you apart from the others.
Small acts of kindness are what makes people happy. Genuinely say or do something nice to a show guest, or their kids, and they will remember you when they make their decision.

Good exhibiting!

David J Zimmerman
Southern Shows Inc.

Exhibit Design Selling

Cell or Sell?

March 29, 2016

This is one of those things that is so obvious, and seemly easy to do, that I hesitated even writing about it. Yes, we all know that we shouldn't be fiddling with our cell phones as show guests walk past our exhibit space. But those things are so darn addictive that it's really not that easy. Don’t believe it? Walk though any show and observe.
So what to do? It's really, as we all understand, a matter of expectations and self control. So, going in to the show, make some rules. Examples: Phones off; They have to stay in the car; You're allowed to check every 30 minutes; If one person has their phone out, the other person cannot. Figure out what rules make sense for your company, and have them followed just like dress codes and other exhibit space etiquette.

David J Zimmerman
Southern Shows Inc.

One Thing Leads to Another

February 16, 2016

If you've been following this blog since it began in 2011, you know I have an endless list of reasons exhibiting in shows is a good idea. Here's another, and it comes from long-time Southern Spring Home & Garden Show exhibitor Darren Mulholland, owner of Today's Audio Video.
Darren is meticulous about keeping up with how his sales are generated. If it's a referral, which many of his sales are, he looks back to see how the person who referred the new customer found out about him. He keeps doing this until he gets back to a non-referral sale - in other words, a sale created by his marketing efforts.
By doing this, he has created what he refers to as a "tree of customers" with branches forking out from the trunk. Each show he has exhibited in - and each other type of marketing he has done - represents a new branch starting at the trunk.
Darren says his goal is to continually start new branches. That's because while he understands shows are already a good investment based on direct business created, what he also knows is that months or years later, when he looks at how large that branch of referrals started at a show has grown, that shows can be amazingly profitable.
David J Zimmerman
Southern Shows Inc.

What Do You Think?

January 5, 2016

The gentleman is this photograph, taken at the Southern Christmas Show, is Max Appel. He is the founder of Orange Glow International, which for many years marketed OxiClean and many other products. Max discovered famous pitchman Billy Mays, who introduced OxiClean to the world on television. It was such a success that Arm & Hammer bought the product from Max in 2006.
Max is what's known as a serial entrepreneur - someone who loves starting new businesses. And his latest one, as you see in the photograph, is another cleaning product, Powerizer.
His main reason to be at the show was not to sell the product, but to find out what people think about it. You see, Max knows that real people, with real lives and real opinions, are who comes to shows. Because of that, shows are better - and less expensive - than a focus group or other method to determine if a product is viable.
Thinking about a new product or service? "Pitch" it at the next show and you'll soon find out if it has potential.
David J Zimmerman
Southern Shows Inc.

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

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

Play Date

September 29, 2015

IMEX is the association for professionals in the meeting and special events business. One of the four key trends they identified for 2015 is the use of 'play' as a tool for growing business. An IMEX America keynote speaker noted that “When people get together through meetings and events, it is critical to deliver playfulness which helps them engage, connect and explore, to enjoy being there … in the now.” It makes sense. If people are having fun, they are more receptive to your message. The challenge, however, is to create a 'play opportunity' that fits your message and audience. Here is an example. A financial services company at a recent Southern Spring Home & Garden Show decided to use a putting green. The premise is good - people who play golf probably have money. But a putting green at a show is not exactly new - nor too exciting. What created the attention, and the excitement, is that they had renowned golf instructor Dana Radar there to help show guests with their putting stroke. David J Zimmerman Southern Shows Inc.

Exhibit Design Selling

Bad Manners

September 15, 2015 The last post was about problem children in your exhibit. This post is about the big kids. You may have experienced them in other situations - the loud, complaining guest, who creates a situation that needs special handling. If the guest is there to specifically complain about your company, product, or predecessor; your first priority is to get them away from your exhibit. Just say, ‘let’s go to a quiet spot, where we can discuss this,’ and move in the direction you want them to follow. Head to the cafeteria, or somewhere out of traffic. If the complaint is legitimate – apologize, as appropriate, tell them how you plan to resolve the problem, and then do it. If the guest is simply boorish, a light approach sometimes works – indicate your surprise at their behavior; but provide them an out. You might say, “Sounds like your day is going like mine started out – what can I do to make it better?” This is usually sufficient acknowledgement for the rude guest to find another audience. In the rare case where the person is threatening, walk away and contact security. David J Zimmerman Southern Shows Inc.

Problem Child

September 1, 2015 Children are cute, adorable, and a joy to most. Their curiosity also leads them to touch everything in sight, and – let’s face it - they can wreak havoc inside an exhibit with their noise and antics. Many parents are immune – it’s their norm. It could, however, drive potential clients away from your exhibit. So, what to do?
Parents do not take kindly to anyone disciplining their children, and take less kindly to being told how to discipline their own children. The easiest solution is distracting the child. Try speaking directly to them in a friendly tone: “Are you having fun today?” or, “My goodness, is that big voice coming from you? You must be a good singer.”
Just the action of an unknown adult’s voice will, many times, quiet a youngster - and may catch the parent’s attention. You could also keep toys or children’s books around, but be prepared for these to ‘go with the child.’ Never touch a child - or an adult for that matter, unless they are personal friends. And – of course – a smile, the international language, always help.
David J Zimmerman Southern Shows Inc.

Thinking Inside the Box

August 18, 2015

The last post described an exhibitor who created a "show within a show," as his attention-grabber. This edition features an exhibitor who used small boxes - filled with creepy crawling bugs, to do the same thing. This exterminating company, in the Southern Ideal Home Show in Raleigh, saved a few of their clients' unwelcome guests, and brought them to the show. The reaction is summed up in this photo. Kids flocked to the table, and some even enjoyed holding the critters. Moms got the heebie-jeebies, and wondered if these bugs could be hiding in their homes. And, the exhibitor became the expert guide and teacher, as he described the residents of each box, and then told how they keep them out of your house. David J Zimmerman Southern Shows Inc.

Exhibit Design Selling

It Was Nice to Meet You

July 7, 2015

Following up with potential clients after a show is probably the most important - and most overlooked - element of exhibiting success. It's often overlooked because we don’t organize our at-show prospect list efficiently, making follow up more time consuming. Or, we don’t set aside time to make those post-show contacts. Lisa Jenson Photography, a veteran exhibitor in the Southern Women's Show in Raleigh, plans ahead for her follow-up with a postcard/email designed just for that purpose. It's memorable, personal, and a great reminder to all the people who met her at the show—about how they met, and what her photography capabilities are. David J Zimmerman Southern Shows Inc.

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

Boring Business

June 9, 2015

Let's face it. Some products and services are just not exciting. Others are an immediate turn-off to most people. Life insurance, anyone? If you do sell life insurance, or financial services, or other necessary but hard-to-get-excited-about services, how do you get a prospect’s attention, especially at a show where there is so much going on around you? Debra Smola, with Edward Jones Investments, had a special approach at the International Women's Show in Novi Michigan. She handed out seed packets with her message on them. It was a good icebreaker, and had a "growth" message that tied-in to their service. It also gave show guests an item that, if they used it, would produce something they would enjoy, and remind them of the person who gave it to them. David J Zimmerman Southern Shows Inc.

Park It

May 12, 2015

You see a lot of 'wrapped' vehicles advertising businesses as they drive around town. And, many of those vehicles end up in consumer shows. After all, they are easy, have your marketing message already in place, and when the show is over, you just throw your materials in, and drive away. They are also static, not the most efficient use of smaller exhibit spaces, don’t really invite prospects to get involved, and there’s nothing ‘live’ that says “look at me.” If you use a wrapped vehicle in your exhibit, you might consider doing what PlanTenders did at the Southern Ideal Home Show in Raleigh, and Earthtones Nursery at the Home & Garden Show did in St. Louis. The vehicle was their backdrop, the live exhibit – showing their actual work, was their credibility and the motivator to stop, ask questions, and smell the daisies. David J Zimmerman Southern Shows Inc.

Exhibit Design 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

I'm All Ears

December 9, 2014

You should be 'all EARS' at a show. That is:

Expert. Know what you're talking about, or don't be there.
Advisor. Help provide solutions, and gain their confidence.
Resource. Become the go-to person for your area of expertise.
Single Point of Contact. Make sure they know you will be their personal contact

David J Zimmerman
Southern Shows Inc.

Too Busy to Succeed

November 25, 2014

As the economy and business improves, there are companies that decide to dial back on sales and marketing. "We have more business than we can handle, so why spend money to create more?" is the attitude, especially for those labor-intensive businesses that book projects and jobs at shows.

As you probably guessed, I'm not a fan of this thinking. Yes, we all know great brands got that way through consistent marketing. And we all know missing a show can lead the public to think maybe you're not around anymore, which means the person you've been cultivating for the last three shows is going to end up with the competition.

However, here's the main reason, as shared with me by a remodeling contractor at our recent Southern Ideal Home Show in Raleigh. He said "Sure, I've got plenty of business right now. The reason I'm here is to find the right business. I know which jobs produce the most profit, and that's what I'm here selling. I'm using the show to replace the low-margin jobs we're getting with the high-margin ones we want."

David J Zimmerman
Southern Shows Inc.

Stand Up and be Recognized

October 28, 2014

Being approachable is a key ingredient to success at shows. That involves how you’re dressed, not being distracted by your cell phone or other staff members, and especially your body language.

One key factor on your ‘approachable’ list is to be standing. Why? Because you’re on eye-level with show guests as they walk by. And, since most people are nice, if they see you comfortably sitting in a chair, they don’t want to disturb you.

I know – the thought of standing for hours in an exhibit is not a pleasant one. And – at a certain point your unpleasant demeanor caused by aching feet will be worse than the disadvantage of sitting down. So here are some tips:
1. If your exhibit has carpet, put carpet padding under it.
2. Spend some money on comfortable and supportive shoes – tips at this link: SHOES
3. If you absolutely must sit down, get a high stool or director’s chair. You’re still on eye-level, and it’s a lot easier to get off a stool than out of a chair.

David J Zimmerman
Southern Shows Inc.

Where'd You Get That?

October 14, 2014

There was once a Southern Christmas Show exhibitor who made wooden holiday-themed yard signs. They were attractive and reasonably priced, but in reality not any nicer than hundreds of other items available at the show. And yet, they sold a ton of them.

The reason? Because they were tall and did not fit in a bag, everyone saw them as they were being carried around by show guests. Every time one was sold, it became a walking billboard, with the happy buyer telling all who asked where they could buy one. In fact, the exhibitor told me that if early morning sales did not start off strong, he would just give signs away to generate awareness.

A&J Designs is another company that figured this out. As you can see in the photograph, he places his birdhouses in clear plastic bags so everyone can see his product.

David J Zimmerman
Southern Shows Inc.

Counting Chickens

September 30, 2014

The last post was about making sure everyone working your exhibit understands why they are there. Sales, leads, database, exposure – whatever it is for you. The next step is to quantify it.

I’ve posted a photo of a spa dealer because these companies typically know exactly what they want to achieve. They have a goal, day by day, of how many spas they plan to sell. Then they work towards it. If they are behind on Friday, they know they have to work harder on Saturday.

So count your chickens before they hatch. While you can never know for sure how many will, at least you have that goal to work towards.

David J Zimmerman
Southern Shows Inc.

Know Before You Go

September 16, 2014

There are many reasons to participate in a show. For most, it’s to create sales. Other reasons include creating leads, building a database, introducing a new product, driving customers to the store, or simply building awareness.

Whatever your reason (and I would choose one, two at the most), make sure you know what it is, and make sure whoever works your exhibit knows it as well.

David J Zimmerman
Southern Shows Inc.

Dress for Success

August 5, 2014

You probably would not buy from an insurance salesman who shows up in a t-shirt, nor a plumber who arrives in a three-piece suit. At shows, you should also look the part (or maybe a half step above) for your business.

People have an impression of what a baker, banker, crafter, remodeler, fashion retailer, or farm equipment salesman should look like. Chances are that if you’re one of them, you naturally look how people expect. But, if you can enhance that image through your attire, you’re even better off at a show. That’s because show guests expect exhibitors to be – for lack of a better word – showy.

These photos of John Budd, professional chimney sweep, and Joe Teffeteller, maker of country jams and sauces, are good examples of enhancing an image.

David J Zimmerman
Southern Shows, Inc.

Previous tips on improving your show presentation and results can be found at www.SouthernShows.com/blog

Exhibit Design Selling

QUICK Selling - Kick

July 22, 2014

We’re down to the end of the QUICK method of selling at shows. We have Qualified the show guest, Understood what they need, Identified how you – the expert – can help them, Created a plan of action, and now it’s time to Kick them out.

A great sales person told me long ago that after you have made the sale, stop selling! In this case, once you have your plan, stop talking. And while ‘kick them out’ is not literally what you want to do, this whole QUICK method is designed to speed the process along so you can move on to the next potential customer. So a nice “It’s been great to meet you. I look forward to helping you. Please enjoy the rest of the show.” will give them the message their time is done.

David Zimmerman
Southern Shows Inc.

Previous tips on improving your show presentation and results can be found at www.SouthernShows.com/blog

QUICK Selling - Create

July 8, 2014

So far, we have Qualified the show guest, Understood what they need, and Identified how we can help them. The next step in the QUICK method of selling is to Create an Action Plan.

I’m going to ship you these slacks in the pattern you want. I’m going to come to your house at 2 pm on Wednesday. I’m going to sell you three of these right now. Whatever the action is, it should be decisive, and specific. “I’ll follow up with you later on” is not what they want to hear.

Now you’re ready for the K in QUICK– and you’ll get it in exactly two weeks.

David Zimmerman
Southern Shows Inc.

Previous tips on improving your show presentation and results can be found at www.SouthernShows.com/blog

QUICK Selling - Identify

June 24, 2014

In the last two blogs, we have Qualified the prospect in your exhibit space, and have then asked questions to Understand what they need. The next step in the QUICK method of selling at shows is to Identify how you can help them.

One of the top reasons show guests come to shows is to find someone who can help solve a problem. So the ‘Identify’ stage is when you become the expert. You prove to them you know what to do. You impress them with your knowledge. You get them comfortable they have come to the right exhibit. You solve their problem.

Next time: Create a Plan.

David Zimmerman
Southern Shows Inc.

QUICK Selling - Understand

June 10, 2014

Last time, we introduced the QUICK method of selling, with the first step being to Qualify the person you’re speaking with. After the show guest has given you the answers you’re looking for to qualify them, the next step is to Understand what they need.

This is where you change from asking yes or no questions to ones that require detail. Tell me about your planned remodeling project. Tell me about the outfit you need this blouse for. What does your backyard look like now?

Once you have gathered the information you need, it’s time to move on to the next step.

Next time: Identify

David Zimmerman
Southern Shows Inc.

QUICK Selling - Qualify

May 27, 2014

Shows are selling at warp speed. If you spend too much time with one prospect, you may miss another five. So over the next five posts, I will describe the QUICK method of selling at shows.

Q stands is for Qualify. If you don’t qualify, you may spend five minutes giving your sales pitch to someone looking for the restroom. You need to find out – quickly – if the person needs, wants, and can afford your product.

You do that by asking questions that call for short answers. Are you looking for a certain color? Are you getting ready to remodel? Would you like to try that on? The questions will be different for each exhibitor, but the response should answer this question: Should I keep talking to this person, or move on?

Next time: U for understand.

David Zimmerman
Southern Shows Inc.

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

Get In On the Action

March 18, 2014

We all know demonstrations, if done well, are a wonderful tool at a show. What's even more effective? Getting the show guests involved. Like the magician who pulls a member of the audience on stage, it provides excitement, and helps prove it's not all smoke and mirrors.

David J Zimmerman
Southern Shows Inc.

Get to the Point

February 25, 2014

While most of us have a standard "pitch" for the products we sell, few of us have ever timed or studied what we say. With a recent study revealing that 74% of people lose interest in a presentation in under 60 seconds, it may be a smart thing to do.

Can you change, delete, or combine words to be more concise or convincing? Are you repeating something that does not need it? Are you using words that make you sound knowledgeable?

In this world of uber-communication, it's important to remember that the less words you use, the better people understand.

David J Zimmerman
Southern Shows Inc.

Pardon the Interruption

June 25, 2013

The great majority of marketing you encounter each day relies on interrupting whatever you’re doing. An ad during your favorite TV or radio show. A popup on your computer. A telephone solicitation.

The opposite of this traditional advertising is Permission Marketing. This is a relatively new term that internet marketers gave to the process of asking consumers if they would like to receive information, then sending them what they want to receive.

While this concept has a new name, it’s the same marketing model that has made shows successful for decades. The fact that show guests pre-qualify themselves by actually buying a ticket to see and buy from exhibitors is, when you think about it, pretty amazing.

One of the keys to being successful at shows is understanding this. So next time you’re at a show, try changing your mindset from “I’m here to sell to them” to “they’re here to buy from me.” You’re still selling, of course, but thanks to the way shows work, you’re a lot farther down that sales path.

David J Zimmerman
Southern Shows inc.

Story Time

June 11, 2013

Brenda Harris Tustian is a very talented artist. She also knows the world is full of talented artists, so for many years she has differentiated herself by telling stories about her art. Each painting has a reason for being, and she tells potential customers what inspired the work, what each painting depicts, and what it means to her.

Sales gurus like best-selling author Michael Bosworth have only recently discovered what Brenda has known for many years. Stories sell. So what’s your story? How did your product or service change someone’s life, or at least their journey through it? What about the customer who came back to buy more of what you have, and told you why?

Gather your stories, and make sure the people working with you know them as well.

David J Zimmerman
Southern Shows Inc.

Winning In Ten Seconds

April 30, 2013

We’ve all heard that the standard 10’x10’ exhibit has three seconds to get show guests' attention as they walk down the aisle. But did you know that once you get that attention, you now have only another 10 seconds for that guest to size you up. Here’s some tips for success in those 10 seconds:

Be dressed. Look the part, whatever that part is. If you’re selling women’s clothing, you better be stylish. A plumber? A nice white shirt with your name on it will do.
Be smiling. Easy enough.
Be aware. Look at their face and figure out their mood and personality.
Be interesting. Say something other than what they expect.
Be welcoming. Make them feel comfortable.

If you make it through those total 13 seconds, you’re on your way to a successful show.

David J Zimmerman
Southern Shows Inc.

Show Me You Love Me

March 19, 2013

Testimonials are effective because they appeal to all the personalities described in my last four posts. They provide data for the fact seeking Drivers and Analyticals, and reassurance for the Amiables and Expressives who are afraid of making a mistake. So it makes sense to try to include them in your exhibit strategy.

The Little Giant Ladder company you see in most home shows keeps a three ring binder at the front of their exhibit. Every time someone walks by and says “I’ve got one – love it!” they are invited to write a comment in the binder. The binder then becomes part of the sales pitch.

This photo was taken in the Carpets by Direct exhibit at out Southern Ideal Home Show in Greensboro. They simply took a selection of their customer feedback cards and stuck them on a bulletin board. A bit messy, but effective

David J Zimmerman

Southern Shows Inc.

Exhibit Design Selling

Selling to Personalities IV

March 5, 2013

This is the last of four posts about selling to personalities in the exhibit space environment.

Today’s personality type is Amiable

· Understanding them: They are reliable, patient and diplomatic. They like to make people happy, and go along with the crowd. They need to trust you. They are nice people.

· Identifying them: They will wait to speak with you. They are friendly. They seem nice.

· Selling to them: Try to figure out who they are trying to please. Schmoozing works. Show or tell them success stories, and how happy everyone was. Get them to commit.

That finishes off the series on selling to personalities. If you would like to review the three prior descriptions, or any of the past posts, visit www.SouthernShows.com/blog

David J Zimmerman

Southern Shows Inc.

Selling to Personalities III

February 19, 2013

This is the third of four posts about selling to personalities in the exhibit space environment.

Today’s personality type is Analytical.

· Understanding them: They are logical, diligent and precise. They are picky and indecisive. They need organization and order. They do not like salespeople.

· Identifying them: They come cautiously into your exhibit if they come in at all. They would rather pick up your literature, go home and study it, then make a decision. They do not want a sales pitch – they want facts and details. They make the post-show ‘out of the blue’ calls you receive.

· Selling to them: Do not schmooze them. Be the consultant, not the salesperson. Do not ask them personal questions. Give them space and time. Build your case step-by-step. Make sure they leave with details. Do not try too hard to close the sale.

Next time we’ll look at Amiables. Good selling.

David Zimmerman

Southern Shows Inc.

Selling to Personalities II

February 5, 2013

This is the second of four posts about selling to personalities in the exhibit space environment.

Today’s personality type is Expressive

Understanding them: These people are optimistic, persuasive, enthusiastic and likeable. They are fun, and like to have fun. They can be overbearing and disorganized, and they exaggerate.

Identifying them: They enter your exhibit with a smile and handshake. They seem really interested in your product. They leave you making you think you have a sale in the bag – these people make up many of the infamous “I’ll be backs."

Selling to them: Keep them focused and on track. Compliment them. Make sure you really understand their issues. Have fun with them. Try to get something confirmed in writing before they leave your exhibit. Don’t be surprised if they say yes, yes, yes, no.

Next time we’ll look at Analyticals. Good selling.

David J Zimmerman
Southern Shows Inc.

Selling to Personalities I

January 22, 2013

Professional sales trainers will tell you that there are four basic types of personalities. This post, and the three following, will each describe one of them. I’ll then give you some clues on how to identify them, and some points on how to sell to them in an exhibit environment.

The first personality type is the Driver

Understanding them: These are no-nonsense ‘I’m in charge’ types. The bad news is that they are demanding. The good news is they tend to have money, because they tend to be the people in charge. They are decisive and controlling.

Identifying them: They walk into your exhibit like they are on a mission. They ask direct questions. They are going to test your knowledge, and they are going to make sure you know they’re in charge.

Selling to them: Provide direct short answers. Establish your expertise. Do not waste their time or get distracted by something else. Do not try to schmooze them. Set a specific follow-up plan.

Next time we’ll look at the Expressives. Good selling.

David J Zimmerman
Southern Shows Inc.

Back to the Future

January 8, 2013

I’m often asked about the future of the exposition business. And I'm sure if you're a marketing manager, you get the same question from the boss. It's typically phrased as “with the internet, teleconferencing, and all advanced communications available today, do people really still have to show up in person to make decisions and buy?”

So here's what you tell the boss: The answer is no, they don’t, and they never really had to. However, in-person is still the best way to do anything.

For techies who may disagree, it’s interesting to get the perspective of the most famous techie of all times, the late and great Steve Jobs.This photograph is not a spaceship. It is Jobs’ vision for the new Apple campus. As opposed to many international companies that take great pride in having management teams throughout the world, Jobs wanted all 12,000 of his non-manufacturing employees in one place.

Why? Because he was a big advocate of face-to-face interaction. As he told his biographer, “Creativity comes from spontaneous meetings, from random discussions. You run into someone, you ask what they’re doing, you say ‘Wow’ and soon you’re cooking up all sorts of ideas.”

It’s also no secret that the Apple store is always the most packed one at the mall. People want to see, touch, talk, and be among people like themselves. It’s why shows have always been, and will continue to be, important.

David J Zimmerman

Southern Shows Inc.

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

Using Literature Effectively

October 16, 2012

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.

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

Bring On the Kids

September 18, 2012

In my last post, I suggested you bring along some distractions to divert little ones’ attention while you sell to the parents.

This week’s photo is an exhibitor that actually uses kids to bring in the parents. This home improvement company had a “jumpy castle” created just for them. The kids see it, jump in, and create a captive audience of young couples who may just need a new home addition for their growing family.

David J Zimmerman
Southern Shows Inc.

Exhibit Design Selling

Happy Kids

September 4, 2012

Kids are always ready to head home from a show long before their parents. If you have ever tried to sell mom or dad something while junior is tugging, whining, crying, fighting, or otherwise making it clear that “I want to go home NOW,” you know that it’s a challenge.

The answer is to be ready for them by bringing along distractions. Coloring books, an Etch-A-Sketch, action figures, mini-puzzles – anything that will keep them occupied, and make them forget they would rather be home.

David J Zimmerman
Southern Shows Inc.

Exhibit Design Selling

Lead the Way

August 21, 2012

If you’re the type of exhibitor who collects leads to follow up on after the show, how you collect those leads is as important as doing it.

The basics are name, address, telephone and email. From there, your goal is collect information that will help you help the potential client. What type of product (project) are they considering? What is their time frame? What is their budget? Do they need financing?

Then there needs to be room for your observations. Perhaps create a rating system for how “hot” a lead they are. Make a place for special notes - is the husband keen, but the wife is not so sure? Are there special circumstances that are important to know?

In other words, make sure your lead sheet gives you as much detail as practical to help you make the sale.

David J Zimmerman
Southern Shows Inc.

Counting Heads

July 24, 2012

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.

Sell Them the Package

July 10, 2012

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.

What Do You Sell?

June 26, 2012

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.

Exhibit Design Selling

Face to Face?

May 29, 2012

The concept of shows began with bazaars in the Fourth Century. They figured out that it would be a lot easier for everyone to come to one place to buy what they need. Ever since, people have known that face-to-face interaction, and the social relationships those contacts create, are the most effective way to do business.

When Facebook burst on the scene a few years ago, I thought it was a bit ironic that it did not involve looking anyone in the face. But it, and other social media sites, have created a huge new – and very popular - way to market products. The premise is that if Sally likes your product, she will let others in her on-line network know about it, and those friends will in-turn do the same.

What’s interesting is that the latest research proves what we instinctively know. That REAL face time with REAL people continues to far and away be the best way to market. And that those real interactions create real word-of-mouth awareness.

The research shows that fewer than 1% of facebook users who are ‘fans’ of a brand page have any interaction with that page. On the other hand, according to the story you can read at this LINK, “90% of word-of-mouth conversations about brands take place offline, primarily face-to-face . . . anywhere people congregate. These conversations bring with them greater credibility, a greater desire to share with others, and a great likelihood to purchase the products being discussed than conversations that take place online.”

So it's probably a good idea to keep your (real) face out there.

David J Zimmerman
Southern Shows Inc.

Beware the Address Label

May 15, 2012

If you have exhibited in public shows, you have seen them: address-label-packing women sticking their names and addresses on every prize registration in sight. (sorry ladies, but in 29 years in show business, I have yet to see a male doing this)

To avoid them, and anyone else you do not particularly want signing up for your prize, you should:

Only give away something that a potential customer would want. In other words, only give away what you sell.
Make sure your prize registration doubles as a lead card by asking questions that will identify the registrant as a potential customer. Then specify that the prize form must be fully filled in and signed for the person to be eligible.

David J Zimmerman
Southern Shows Inc.

We're all in our places with bright shining faces

May 1, 2012

The title of this week’s blog comes from the “Good Morning!” song, one of the few things I remember about kindergarten. I often want to sing it to exhibitors as they drag in on Saturday morning to work at the show.

The real pros, like our friend here with the hat, know that a key ingredient to being successful at a show is to have fun. To look like you’re glad to be there. To look like a person a show guest would want to talk to.

And believe me – I get it. I know working at a consumer show is not near the top of most people’s list of Saturday morning activities. So you may have to fake it. Or better yet, just decide that you’re going to have a good time. Once your smile starts bringing in sales, it gets a lot easier.

David J Zimmerman
Southern Shows Inc.

Follow up, follow up, follow up

April 17, 2012

At a recent show, the owner of a kitchen cabinet company, who has exhibited in the show for years, approached me and said, “I’ve been meaning to tell you something. Last year, I only got one job out of the show.” As I began to let him know how disappointed I was to hear this, he interrupted me and said “That’s OK, it was a $340,000 job.”

While this is a great example of how just one customer can make a show worthwhile, the real story is this: He went on to say that after the contract was signed, he asked the homeowner why he was chosen for the job. The homeowner responded “I narrowed my chose down to you and one other kitchen company at the show, and you’re the one who called me back.”

Follow up.

David J. Zimmerman

Southern Shows Inc.

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

Show Manager's Lament

November 15, 2011

Like all good show managers, my friend Gail Schell does personal business with exhibitors. But being a bit busy during the last Home Garden and Remodeling Show in Louisville, she sent her husband on a mission to find the right company to install a privacy fence in their yard.

He came prepared with plans, measurements and exact details on what they want, and visited five fencing companies. None of them were able to give him a quote, or even a ballpark estimate. Only one actually wrote down his information. Most just said “Here’s our card. Give us a call after the show.” The one that was on-the-ball enough to even write down his name did not call to follow up. Wow.

David J. Zimmerman

Southern Shows Inc.

Be Led by Examples

November 1, 2011

If you have the type of company that does something different for each client – landscaper, plastic surgeon, interior decorator, closet company – then you’ve no doubt encountered the show guest who knows what they want (or at least thinks they do) but cannot translate their wishes into English you can understand.

That’s where you need photographs of your work, and lots of them. This is so these potential customers can use your past work to show you what they want. One of the best examples of this was by remodeler Wood Wise Design & Remodeling in the Southern Ideal Home Show in Raleigh. He put together booklets of different jobs they have completed, named them after the client, and created a library of ideas. “So, you’re interested in building out your attic? Let me show you what we did with the Henderson’s attic.”

Before and after photos work best. If you’re not doing it already, start taking those photos.

David J Zimmerman
Southern Shows Inc.

Exhibit Design Selling

Do U QR?

October 18, 2011

Most of us have seen, but probably not used, the QR codes that are popping up everywhere. These square barcodes are designed to be read by smart phones like Blackberry, Droid, and iPhone. Once they scan the code, these devices immediately take the user to a website with more information. For instance, I recently scanned a code on a plant tag at my local nursery, and was taken to a site with details on how, when and where to plant the shrub I was considering.

These codes are showing up at trade shows, but I’ve not seen many – yet – at consumer shows. So at your next show, try working one or more into your display. You can even, as the photo here shows, work them onto your sales staff. For those of you with a QR reader, you can discover this on-cheek code takes you to the bakery that was exhibiting at this show.

Will many people actually scan the code in your exhibit? Probably not. Will they see the code and think that you’re high-tech, forward-thinking, and in-tune with the under 30 (or 40? or 50?) crowd? Absolutely.

David J. Zimmerman

Southern Shows Inc.

Exhibit Design Selling

Spread the Word

September 20, 2011

Everyone knows that great word-of-mouth beats great advertising every time. No business can succeed long-term without it. The web, with rating sites, facebook, and blogs, make positive testimonials more important than ever.

So how do you jumpstart that process? Metro GreenScape, a landscaper participating in our Southern Ideal Home Show in Charlotte a couple of weeks ago, may have the answer. Owners Darin and Heather Brockelbank asked their happy customers to help staff their exhibit, and provided t-shirts to help identify them.

Show guests would hear things like “Sorry, but I can’t answer that question. I’m just one of their customers who was so thrilled with their work that I volunteered to help out at the show. Let me get you someone who can help.” Pretty impressive.

David J Zimmerman
Southern Shows Inc.

Exhibit Design Selling

Who is Working for What?

August 23, 2011

Re-reading the last post, I see that I used a phrase we all use. I implored you to send the right people to "work the exhibit." And I was wrong. Not about sending the right people – that’s a must. I was wrong about “working the exhibit.”

Instead of thinking in terms of working an exhibit, start thinking about the exhibit working for you. The last post pointed out that the person working the exhibit is the most important part of that exhibit. And for most of us, that person is there to sell something. So with that perspective, everything in the exhibit should be designed to help that person sell. If your exhibit includes anything that’s not helping the individual working make the sale, take it out.

David J Zimmerman

Southern Shows Inc.

Exhibit Design Selling

Send Out the Clowns

August 9, 2011

According to a national survey, the number one thing people remember about an exhibit is not the exhibit. It’s the person working the exhibit who they spoke to. That’s why it’s so important to send in the right people to work it, and to send out the clowns, who can hurt your business, back to the office or to wherever they came from.

People working in your exhibit must:

Be experts at what you do.
Be friendly and approachable.
Want to be there.
Know why they are there.

David J Zimmerman

Southern Shows Inc.

Just Do It

July 12, 2011

A few weeks ago, I wrote about redefining demonstrations. The message was to not confine your thinking about demonstrations to someone doing something. This week, I’d like to discuss old-fashioned hands-on demonstrations. They are still hard to beat for attracting attention and making your point.

Most people know demos are great, but most people also think they don’t have the right product to demonstrate. Think again. Great demonstrations I’ve seen are: an arborist repelling from the ceiling; a custom door builder with one of his woodworkers carving in the exhibit; and a heating and air company with a working duct system.

A word of caution: Make sure your demonstration sells your product. We once had an appliance dealer who decided to bake cookies to draw attention to their high-end ovens. The problem was that not everyone wanted the high-end oven, but everybody wanted a cookie. They were so busy baking cookies, they did not have time to sell ovens.

David J. Zimmerman

Southern Shows Inc.

Exhibit Design Selling

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