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October 2011

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.

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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.

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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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