We're all in our places with bright shining faces

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.

Beware the Address Label

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:

1. Only give away something that a potential customer would want.  In other words, only give away what you sell.
2. 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.

Face to Face?

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.