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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.
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