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Consumer Show Success

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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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Exhibit Design

In the Mood

October 18, 2016

The first glance at any exhibit immediately tells the show guest what the company is like. Not who they are. Not what they do. What they are like. Serious. Fun. Modern. Stylish. Plain. Every exhibit has a mood. Here are two examples of exhibit mood. What's yours?
David J 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

Make the Most of What You Have

September 6, 2016

This exhibit by Bedrosians got my attention. It's in a 10'x10' space, and manages to use every square inch of it. Yes, it's a little tight. Yes, they probably would have been better off with a 10'x20' space. And yes, in a show we produce, they would need permission to exceed standard height restrictions.
But what this exhibit demonstrates is that with the right design and planning, you can effectively get a lot in to a small space.
David J Zimmerman
Southern Shows Inc.

One Piece at a Time

August 23, 2016

Here's a neat idea for a backdrop from the recent Dwell on Design show in Los Angeles. It's a interlocking display using Falcon Board. It's easy to put up and down, store, and add to as needed.
David J Zimmerman
Southern Shows Inc.

Truckin'

August 9, 2016

Many companies invest in a display truck or trailer to take to shows and other events. The theory is that while there is a large upfront cost, they are easy, versatile, cuts down on setup and take down time, and reduces the risk of items being lost or damaged.
Over the years, hundreds of truck and trailer displays have been in Southern Shows Inc. events, and with a few exceptions, they are all awkward. Typically, they require early move-in, are high off the ground, have steep stairs to navigate, and are not inviting. Because show guests cannot see inside, they are often not really sure what's in them, and pass them by.
This truck display by Sunpower, however, is a great example of how to do it - it manages to avoid most of those common issues.
David J Zimmerman
Southern Shows Inc.

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

Cheap and Effective

March 1, 2016

Creating an effective exhibit can be expensive - or not. Here are two examples of exhibitors who created eye-catching, and inexpensive displays that work for them.
David J Zimmerman
Southern Shows Inc.

Create Something Beautiful

January 19, 2016

I could not help but stop and look at this sign when I visited the DesignBuild Cincy show recently. It's beautiful. It made me smile. And who doesn't want people smiling when they look at your exhibit.
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

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

Put On a Show

August 4, 2015

The dictionary lists 32 definitions for the word "Show." Today’s definition is "a pompous or ostentatious display." In other words, something that’s over-the-top. Something more than expected. Something that sharpens your attention. Heartwood Tree exemplified this definition when they exhibited in the Southern Spring Home & Garden Show. Instead of a virtual exhibit of what they do, they showed it – real time - by repelling from the ceiling, and putting on a (see definition above) show. It certainly got a lot of attention, and follow-up calls.
David J Zimmerman
Southern Shows Inc.

Theme Paper

July 21, 2015

One way to create excitement, and draw show guests in, is to create a theme. Think about how a movie, a location, or any other well-known visual element can be incorporated into what you do.

Here are two examples. A residential designer who decided to be the expert by borrowing from Lucy's help desk. And a carpet dealer with a Tommy Bahama look. Think about it - what's your signature?

David J Zimmerman
Southern Shows Inc.

Table for Two

May 26, 2015

I've written, in the past, about providing access to your exhibit by taking away tables blocking the front of your space. The questions then become -- Where are you going to put your stuff? What are you going to write on? The answer is to use a table that is useful, attractive, and does not block your space. A good solution is a high cocktail-type table that's a convenient height for writing, and holds a small amount of display material. If you need more table space, an additional table at the side or back of the exhibit will work – just leave space for you and two or three guests to stand comfortably inside your display. If you would like to view posts where we talked about exhibit access, or any of the over 80 posts to-date, visit www.SouthernShows.com/blog 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

Shades of Gray

November 11, 2014

In my October 4, 2011 post on floor covering, I suggested avoiding using gray carpet because it looks too much like the concrete floors in most exhibit halls.

I recently read an article by an exhibit designer who says that he likes gray carpet because it does fit in. His theory is that another color creates a border that show guests may not want to cross.

He may have a point, and you may agree, but I believe I'll stick with different-is-better when it comes to exhibit design. My theory is: you are now entering my unique space, and I am here to personally welcome you.

David J Zimmerman
Southern Shows Inc.

Mix It Up

August 19, 2014

Many companies have a ready-made pop-up exhibit. They are easy, provide a nice solid background, and typically have a professional appearance. What they often also do, however, is make it too easy. Too easy as in “Show’s next week. We have our popup exhibit, so we’re ready to go.”

You see, it’s usually the process of having to think about your exhibit that brings out the great ideas, creative additions, and good marketing that goes into an effective display. My suggestion is to approach it as the company in this photo did. They used their popup display, but they added to it with some actual product and other additions.

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

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

Exhibit in a Box

April 1, 2014

Most of us have seen exhibits in trailers. They are typically designed to pull up outside a retail location, and work well for that. They don't, however, typically work well for shows. They're too high off the ground, involve stairs, show guests can't see what's inside without stepping up and in, and because of that, they're wary to do so. They are, however, convenient - not a lot of setting up to do.

That's why I thought this exhibit by Kohler was ingenious. It's actually a shipping container that's been transformed. It's on ground level, opens up so everyone can see in, and is easy to set up once it's in the building. One of the companies - Boxman Studios - that does this type of work, is based in Charlotte.

David J Zimmerman
Southern Shows Inc.

Looking From the Outside In

March 4, 2014

About halfway through the12-day Southern Christmas Show in November, a memo we handed out to exhibitotors suggested that they step out into the aisle and take a good look at their exhibit. Is the decor still fresh? Is the merchandise still neat? Are the displays still clean? Are the boxes still tucked away? And most importantly, are you still looking your best, sporting that opening-day smile?

Not a bad idea no matter how long the show.

David J Zimmerman
Southern Shows Inc.

What's Your Sign?

January 28, 2014

Most show include with your exhibit space a little white sign with your company name in black lettering. I like to tell exhibitors that this sign is to help you find your space when you’re moving in. If you have anything better, use it. If you don’t have anything better, have something made.

When you have a sign with your company name on it made, make sure it does more than tell everyone who you are. It should also reflect what your company is all about. The high-end furniture company in this photo decided to frame their sign like a piece of art. It makes sense and it looks great.

David Zimmerman
Southern Shows Inc.

Hit Them Over the Head

January 14, 2014

Sometimes you just have to make the obvious more obvious. Imagine the photograph here without the signs. If they were not there, the average person could still make a pretty good guess as to what this company does.

What this exhibitor, however, has done is take the guess work out of the process. They want to leave no doubt that they can handle your interior decorating, painting, faux finishing, custom furniture, and draperies needs. Now it works for both the average, and not-so-average, show guest.

David Zimmerman
Southern Shows Inc.

So Happy Together

May 28, 2013

If the companies, product, capabilities and personalities are compatible, collaborating with another company to create an exhibit is worth considering.

These photos show two joint efforts. The first is an interior designer who worked with a kitchen remodeler. The second is an outdoor furniture company that worked with a landscaper. Their complementary abilities helped each other look better.

If you want to attempt this, check first with show management to make sure it's OK. Also make sure it's clear up front which company is ultimately responsible (typically only one can sign the exhibit agreement), and how the exhibit will be identified on signs and directories.

David J Zimmerman
Southern Shows inc.

Until Tomorrow

May 14, 2013

Most exhibitors selling retail items will have a way to cover up merchandise overnight. This company has found an easy way to do it while adding a decorative touch during show hours.

A curtain on a metal frame does the trick for creating a dressed appearance during the day, and a closed-off exhibit at night.

David J Zimmerman
Southern Shows Inc.

Solid But Soft

April 16, 2013

The last post emphasized the importance of a solid background. For those of you not handy at building, or not keen on spending money on a professional exhibit, there are other ways to make sure your exhibit does not look like all the rest.

These two examples show the use of fabric to change the back of your exhibit. Just remember that if your exhibit space backs up to another company, you can’t replace the curtain that’s there - you can only cover up your side.

David J Zimmerman
Southern Shows Inc.

Back It Up

April 2, 2013

In my quest to bring you interesting ideas and tips every two weeks, I realize I have overlooked some basics. One of them is the importance of a solid backdrop.

It all gets back to the show guest walking down the aisle. If what they see at the back of your exhibit space is the curtain that everyone else has, or a banner you’ve hung on the curtain rod, you better have something really good to make them pause and look.

A solid backdrop not only makes you look professional, it gives you a place to hang those great photos, or whatever else you want display. But mainly, it says “We’re professional. We’re here to stay.”

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

Light It Up

December 11, 2012

Yes, there will be lights in the exhibit hall. No, they will not be enough. The effective use of light in your exhibit will make you stand out, highlight what’s important, and help the show guest see your product.

Every professionally-built exhibit will include lighting. If you’re creating your own exhibit, add track lights, stand lights, clip-on lights, backlights, or any other lights that work for you.

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

Creating Snapshots

November 13, 2012

While attending the two-million-square-foot National Farm Machinery Show in Louisville, I was reminded how overwhelming shows can be. Like visiting a large city for the first time, I came away with mental ‘snapshots’ that created an overall impression of the show.

When looking at this actual snapshot I took of the Cub Cadet exhibit, it occurred to me that exhibits which provide mental "photo opportunities" are the ones that will be remembered. Cub Cadet has set a scene to focus your attention, and to block out the expanse of the show.

David J Zimmerman
Southern Shows Inc.

Please Touch

October 30, 2012

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

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

David J Zimmerman
Southern Shows Inc.

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

Pick Your Spot

August 7, 2012

Like all good show management professionals, I have declared many times with great conviction that there are no bad locations in my show. And that’s true for all well-designed shows. What there can be, however, are some positions which are better than others.

If you have the opportunity to choose among available spaces, here are some things to consider:

Front door or not?
If you have a big splashy display, then being the first thing show guests see may be a good idea. If you’re in a 10’x10’ space, they’re likely to rush by you in an attempt to get into the show.
Traffic flow
Most shows have a normal flow of traffic, with the majority of people walking one way down each aisle. If you know that pattern, you’re better off to be on everyone’s right side as they walk the show. If your exhibit is on a corner, you’re better off having your open side facing that traffic.
Perimeter
Many exhibitors feel that if they are on the perimeter wall of the building, they’re less likely to be missed. If you do choose the perimeter, try to get a space that faces a cross aisle, so show guests see you as they approach.
Neighbors
Ask which exhibitors are around the potential space. Depending on your company and exhibit, you may or may not want to be near exhibits that create attention, or have a competitive or complimentary product.

Just remember that while your position in the show can be a factor in your success, it ranks well down the list of things to focus on for your next show.

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

Changing Perceptions

June 12, 2012

When you think of Mott’s, you think of? Apple juice of course. They’ve been making the stuff since 1842.

Now they’re making a tomato juice. They call it Garden Blend, and it competes with V-8. So their goal – and it’s a tough one – is to change people’s perception about what they do. Part of their strategy is to bring this new product to the people, which they are doing at shows.

They could have just set out a table and handed out samples, but look what they did. They created a nice display and “planted” a tomato garden with their product in it. They want the public to associate fresh tomatoes with their new juice.

How do you want to be perceived? What do you want show guests to associate with you? Figure it out and include it in your exhibit.

David J Zimmerman
Southern Shows Inc.

Stand Out in the Crowd

April 3, 2012

There are situations, like the one our fox friend here is in, where you don’t want to stand out in the crowd. Shows are not one of those situations.

At your next show, take a look at your exhibit, and ask yourself “Am I making a statement?” If not, look at who is, and figure out what makes them different. Are they renting tables from the decorator or using their own unique ones? Is their exhibit passive or participatory? Is it bright, or shades of beige? What makes them stand out? Figure out what creates the buzz, then find a way to create it yourself.

David J Zimmerman
Southern Shows Inc.

Who or What?

March 20, 2012

As show guests pass your exhibit, what’s more important for them to know – Who You Are, or What You Do?

A quick walk through any consumer show reveals that most exhibitors feel the answer is 'Who You Are.' That’s based on the majority of exhibitors showcasing their company name as the prominent sign in the exhibit.

My answer is to think like a show guest. Show guests are mainly interested in WHAT you do, so that’s what you need to tell them first. The exhibitor in the photo has it right. He wants show guests to know first that he designs “Custom Green Homes." His company name is there, but below the primary message.

Exceptions may be universally known names such as Kohler, and companies that are fortunate enough to have what they do as part of their company name.

David J Zimmerman
Southern Shows Inc.

Don't Fence Me In

March 6, 2012

I’m not sure why I’ve waited so long to write a post about the one thing that has helped more exhibitors than anything I know – making sure show guests can get inside your exhibit.

It’s pretty simple really: Take the table that’s across the front of your exhibit and either get rid of it, or place it along the side of your exhibit.

Why? You want to get that prospective client out of the aisle to sell them. You want them to be able to see your products and display. You want them to not feel like there’s a barrier between you – the expert – and them.

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

Don't Pass Me By

January 24, 2012

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

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

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

David J Zimmerman

Southern Shows Inc.

Exhibit Design Exhibit Promotion

Color Me Fun

December 27, 2011

Color is a simple, but normally overlooked, way to stand out at a show. Do not be afraid to lighten up your exhibit by using bright, cheerful colors. Bright colors also convey that your exhibit - and your company - is filled with fun, happy people.

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

Standing On It

October 4, 2011

Some type of floor covering is a basic for any professional exhibit. And while most companies opt for carpet, remember that the floor, like the rest of your exhibit, can help tell your story.

This week’s photo is a pool company that placed the show guest ‘in the pool’ by using a pool liner. Other examples I’ve seen of ‘putting your message where your feet are’ include: a sturdy vinyl with the company logo imprinted; a dance studio with dance moves outlined, and a resort with a map of the property on the exhibit floor.

If you do use carpet, here are some hints: Use a carpet pad underneath. Your feet will appreciate it, and your potential customers will linger a little longer. Also, stay away from gray carpet - it looks too much like the concrete floor.

And - if you make a product that people stand on, there’s no excuse for having anything else underfoot.

David J. Zimmerman

Southern Shows Inc.

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

Unforgettable

September 6, 2011

Those of you around long enough to remember that Nat King Cole song should already know that being remembered - in a good way - is important.

Let’s say you’re in the market for a new heating and air system, so you head to your local home show. You visit all five dealers there, learn what you can, and give them your information. But you're not ready to make a decision.

After the show, one on-the-ball exhibitor calls you to follow up. You're trying to remember which one of the five companies the sales person is talking about, when he says (see photo) “We were the ones with the dragon on our display.”

Bingo. Unforgettable. That’s what you want to be. Do something - anything - that will help show guests remember you, and not your competition, when you make that follow-up call, or the next time they see you at a show.

David J. Zimmerman
Southern Shows Inc.

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

Merchandise!

July 26, 2011

Nothing like some smiling elves to cool down a hot July day. This week’s photo is from an exhibit in our Southern Christmas Show. Besides making you smile, I hope it will make you think about how you display what you’re selling at the show.

Good retailers know it’s not what you display, it’s how you display it, that sells products. These little guys bunched together to create a scene is miles better than if they were lined up on a shelf or table. So next time you’re pulling out your wares at a show, think about impact, and about creating a ‘photo opportunity’ like this scene.

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

Redefining Demonstration

June 14, 2011

Everyone knows that a demonstration is one of the best ways to attract show guests to an exhibit. People crowd around whenever someone is teaching by doing.

I’ll devote a later post to physical demonstrations, but this week I’d like to redefine demonstration a bit. To me, a demonstration is anything in your exhibit that shows (demonstrates) what you can do.

The kitchen cabinet company in this week’s photo had a dilemma. Show guests were constantly coming by his exhibit - which was always a well-done cabinet display - and saying “We’re looking for new cabinets, but yours are not the kind we’re looking for.” He would then attempt to explain, sometimes unsuccessfully, that the display is just an example, and he could create any style of kitchen they want.

Because of these comments, he decided to change his display to the one in this photo - a very traditional cabinet next to a very contemporary one. What he in effect did was demonstrate that “We can do this, and we can do that, and we can do everything in-between.” It worked, and he’s created a similar display each year since.

David J. Zimmerman

Southern Shows Inc.