In the Mood
October 18, 2016

David J Zimmerman
Southern Shows Inc.
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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.
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Make the Most of What You Have
September 6, 2016But 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.
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One Piece at a Time
August 23, 2016David J Zimmerman
Southern Shows Inc.
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Truckin'
August 9, 2016Over 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.
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People Buy From People
July 26, 2016
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.
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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.
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Cheap and Effective
March 1, 2016
David J Zimmerman
Southern Shows Inc.

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Create Something Beautiful
January 19, 2016David J Zimmerman
Southern Shows Inc.
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The More Things Change . . .
November 10, 2015
I'm a bit of a history nerd. I always smile when I hear economists and politicians say "it will be different this time," because it rarely is. That's because while the world seems to be changing quickly, the deep-down basic way people interact with that world does not.
Folks who have been to the Southern Shows Inc. offices have seen our collection of prints from the first trade show, the "Great Exhibition of the Industry of All Nations" held at the Crystal Palace in London in 1851. As I look at these prints each day, I'm reminded that the people attending that show were using the same senses we use today - touch, sight, smell, hearing, and taste - to experience their visit. And that the more of these senses companies incorporate into their exhibit, both then and today, the more successful they will be.
David J Zimmerman
Southern Shows Inc.
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How Was Your Meal?
October 13, 2015
- Price - it was a good value
- Product - the food was delicious
- Pre-promotion - they ran an ad that let me know about them, and then lived up to the ad
- Presentation - the décor, the table, and the way the meal was presented, were all great
- Personality - the wait staff was friendly
- Professionalism - the wait staff was knowledgeable and helpful
- Follow up - when leaving, they thanked me for being there, asked if I would like to be included on their email list so I knew about special events and discounts.
David J Zimmerman
Southern Shows Inc.
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Play Date
September 29, 2015comment | link
Thinking Inside the Box
August 18, 2015
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Put On a Show
August 4, 2015
David J Zimmerman
Southern Shows Inc.
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Theme Paper
July 21, 2015Southern Shows Inc.

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Table for Two
May 26, 2015
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Park It
May 12, 2015comment | link
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.
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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.
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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
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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Show Me You Love Me
March 19, 2013comment | link
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.
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The Seven Ps
November 27, 2012
Price. If your price is out of line, you better have a good reason.
Product. No matter how good you are, you have to have a product people want.
Pre-show promotion. The easiest way to get people to your exhibit is to have them come to the show looking for you.
Presentation. A great looking and effective exhibit.
Personality. Happy, helpful people who want to be there.
Professionalism. Exhibit staff who look the part, and know what they are talking about.
Post-show follow-up. Plan for it, and do it.
Southern Shows Inc.
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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.
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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.
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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.
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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.
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Pick Your Spot
August 7, 2012-
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.
Southern Shows Inc.
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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.
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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.
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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.
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Who or What?
March 20, 2012
Southern Shows Inc.
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Don't Fence Me In
March 6, 2012
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.
Southern Shows Inc.
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Hit Me With Your Best Shot
February 7, 2012comment | link
Don't Pass Me By
January 24, 2012
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Color Me Fun
December 27, 2011
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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.
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Do U QR?
October 18, 2011
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Standing On It
October 4, 2011
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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.
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Unforgettable
September 6, 2011Southern Shows Inc.
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Who is Working for What?
August 23, 2011
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Merchandise!
July 26, 2011
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Just Do It
July 12, 2011
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What's the Matter
June 28, 2011- Price – your competition is under-pricing you and you don’t have a competitive advantage to compensate.
- Product – sorry but you don’t have what they want.
- Presentation – your exhibit is not doing its job.
- Personality – the person working your exhibit is not trained, prepared, or simply not who needs to be there.
- Professionalism – the person working the exhibit is not the expert show guests are expecting, or does not look the part.
- Pre-promotion – you’re relying only on walk-by traffic, as opposed to inviting customers and prospects to come see you.
- Post-Show follow through – letting the leads collected at the show go to waste.
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Redefining Demonstration
June 14, 2011
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