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August 2012

Pick Your Spot

August 7, 2012
Like all good show management professionals, I have declared many times with great conviction that there are no bad locations in my show. And that’s true for all well-designed shows. What there can be, however, are some positions which are better than others.
 
If you have the opportunity to choose among available spaces, here are some things to consider:
  • Front door or not? 
    If you have a big splashy display, then being the first thing show guests see may be a good idea. If you’re in a 10’x10’ space, they’re likely to rush by you in an attempt to get into the show.
  • Traffic flow
    Most shows have a normal flow of traffic, with the majority of people walking one way down each aisle. If you know that pattern, you’re better off to be on everyone’s right side as they walk the show. If your exhibit is on a corner, you’re better off having your open side facing that traffic. 
  • Perimeter
    Many exhibitors feel that if they are on the perimeter wall of the building, they’re less likely to be missed. If you do choose the perimeter, try to get a space that faces a cross aisle, so show guests see you as they approach.
  • Neighbors
    Ask which exhibitors are around the potential space. Depending on your company and exhibit, you may or may not want to be near exhibits that create attention, or have a competitive or complimentary product.
Just remember that while your position in the show can be a factor in your success, it ranks well down the list of things to focus on for your next show.
 
David J Zimmerman
Southern Shows Inc.


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Lead the Way

August 21, 2012

If you’re the type of exhibitor who collects leads to follow up on after the show, how you collect those leads is as important as doing it.

The basics are name, address, telephone and email. From there, your goal is collect information that will help you help the potential client. What type of product (project) are they considering? What is their time frame? What is their budget? Do they need financing?

Then there needs to be room for your observations. Perhaps create a rating system for how “hot” a lead they are. Make a place for special notes - is the husband keen, but the wife is not so sure? Are there special circumstances that are important to know?

In other words, make sure your lead sheet gives you as much detail as practical to help you make the sale.

David J Zimmerman
Southern Shows Inc.

Selling   


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