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.