Redefining Demonstration
June 14, 2011
I’ll devote a later post to physical demonstrations, but this week I’d like to redefine demonstration a bit. To me, a demonstration is anything in your exhibit that shows (demonstrates) what you can do.
The kitchen cabinet company in this week’s photo had a dilemma. Show guests were constantly coming by his exhibit - which was always a well-done cabinet display - and saying “We’re looking for new cabinets, but yours are not the kind we’re looking for.” He would then attempt to explain, sometimes unsuccessfully, that the display is just an example, and he could create any style of kitchen they want.
Because of these comments, he decided to change his display to the one in this photo - a very traditional cabinet next to a very contemporary one. What he in effect did was demonstrate that “We can do this, and we can do that, and we can do everything in-between.” It worked, and he’s created a similar display each year since.
David J. Zimmerman
Southern Shows Inc.
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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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