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 are1. 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.
comment | link
Get In the Spirit
September 20, 2016People 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.
comment | link
People Buy From People
July 26, 2016![](/blog/_article_images/1393847490.jpg)
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.
comment | link
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.
David J Zimmerman
Southern Shows Inc.
comment | link
Cell or Sell?
March 29, 2016So 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.
comment | link
One Thing Leads to Another
February 16, 2016![](/blog/_article_images/5239237452.jpg)
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.
comment | link
What Do You Think?
January 5, 2016Max 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.
comment | link
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.
comment | link
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.
comment | link
Play Date
September 29, 2015comment | link
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.comment | link
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.
comment | link
Thinking Inside the Box
August 18, 2015![](/blog/_article_images/4532095559.jpg)
comment | link
It Was Nice to Meet You
July 7, 2015![](/blog/_article_images/6384397549.jpg)
comment | link
Give It Away . . . and It Comes Back
June 23, 2015comment | link
Boring Business
June 9, 2015![](/blog/_article_images/0168776319.jpg)
![](/blog/_article_images/4628173713.jpg)
comment | link
Park It
May 12, 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.
comment | link
I'm All Ears
December 9, 2014
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
Southern Shows Inc.
comment | link
Too Busy to Succeed
November 25, 2014Southern Shows Inc.
comment | link
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.
comment | link
Where'd You Get That?
October 14, 2014Southern Shows Inc.
comment | link
Counting Chickens
September 30, 2014![](/blog/_article_images/6985145954.jpg)
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.
comment | link
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.
comment | link
Dress for Success
August 5, 2014![](/blog/_article_images/9574775503.jpg)
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
comment | link
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
comment | link
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
comment | link
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.
comment | link
QUICK Selling - Understand
June 10, 2014![](/blog/_article_images/1840242299.jpg)
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.
comment | link
QUICK Selling - Qualify
May 27, 2014![](/blog/_article_images/4828680889.jpg)
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.
comment | link
I'll Be-etle Back
April 15, 2014![](/blog/_article_images/1363981515.jpg)
![](/blog/_article_images/9150280357.jpg)
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.
comment | link
Get In On the Action
March 18, 2014![](/blog/_article_images/1943396689.jpg)
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.
comment | link
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.
comment | link
Pardon the Interruption
June 25, 2013![](/blog/_article_images/2396521216.jpg)
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.
comment | link
Story Time
June 11, 2013![](/blog/_article_images/6678250384.jpg)
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.
comment | link
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.
comment | link
Show Me You Love Me
March 19, 2013comment | link
Selling to Personalities IV
March 5, 2013![](/blog/_article_images/9452947640.jpg)
comment | link
Selling to Personalities III
February 19, 2013![](/blog/_article_images/8858463686.jpg)
comment | link
Selling to Personalities II
February 5, 2013![](/blog/_article_images/7205504712.jpg)
Southern Shows Inc.
comment | link
Selling to Personalities I
January 22, 2013![](/blog/_article_images/1334907109.jpg)
Southern Shows Inc.
comment | link
Back to the Future
January 8, 2013![](/blog/_article_images/0090085710.jpg)
comment | link
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.
comment | link
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.
comment | link
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.
comment | link
Bring On the Kids
September 18, 2012![](/blog/_article_images/5539913426.jpg)
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.
comment | link
Happy Kids
September 4, 2012![](/blog/_article_images/5069973872.jpg)
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.
comment | link
Lead the Way
August 21, 2012![](/blog/_article_images/9419686333.jpg)
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.
comment | link
Counting Heads
July 24, 2012After 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.
comment | link
Sell Them the Package
July 10, 2012![](/blog/_article_images/3719200961.jpg)
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.
comment | link
What Do You Sell?
June 26, 2012![](/blog/_article_images/7473286785.jpg)
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.
comment | link
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.
comment | link
Beware the Address Label
May 15, 2012![](/blog/_article_images/7479315395.jpg)
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.
comment | link
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.
comment | link
Follow up, follow up, follow up
April 17, 2012comment | link
Hit Me With Your Best Shot
February 7, 2012comment | link
Show Manager's Lament
November 15, 2011comment | link
Be Led by Examples
November 1, 2011![](/blog/_article_images/0710210667.jpg)
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.
comment | link
Do U QR?
October 18, 2011![](/blog/_article_images/4601911552.jpg)
comment | link
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.
![](/blog/_article_images/4227211611.jpg)
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.
![](/blog/_article_images/9559434276.jpg)
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.
comment | link
Who is Working for What?
August 23, 2011![](/blog/_article_images/7465404906.jpg)
comment | link
Send Out the Clowns
August 9, 2011![](/blog/_article_images/8461958893.jpg)
- Be experts at what you do.
- Be friendly and approachable.
- Want to be there.
- Know why they are there.
comment | link
Just Do It
July 12, 2011![](/blog/_article_images/1112044352.jpg)
comment | link
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.
comment | link