IT WORKED LAST YEAR!
Wouldn’t I LOVE A DOLLAR FOR EVERY TIME I have heard an exhibitor say that!
In this changing world, a new style of clientele has developed. One that has more exposure and access to the total market offering than ever before. Therefore, the need to review and ensure our own presentation hits our target market has never been more important than now. To ignore changing customer behaviour is at your own peril and could be very costly on a number of levels.
Exhibitors who simply default to ‘it worked last year’, ‘this is how we always do it’ or ‘this is how it’s done’ run a huge risk of being seen as irrelevant, because today it’s about being seen to be different and having a relationship with your customer.
For some exhibitors this means getting out of your comfort zone. Be prepared to re-evaluate and try something different. Now I should highlight for some it might not mean major changes at all, as they may have a differentiate already, BUT this process should be followed so that complacency doesn’t set in.
It’s natural to believe when something is working, there’s no need to ‘rock the boat’ as it’s easier to leave it as it is; simply because it works – right?
This is exactly my point. It may have been right and worked before, so in our minds that’s the right way, but today it’s about pushing for new, open-minded answers.
Time and again I see exhibitors who have a great product, a well designed and laid out stand, staff that are switched on, but they fail to deliver the sales results.
Why? Normally it’s because their presentation doesn’t stand out from everyone else. This is a bigger issue for those exhibitions that are mature and have a loyal exhibitor and visitor base. As an example, let’s take a bead show. Everyone there is essentially selling the same product and most will present to a good standard; there is nothing that stands out.
With a little brainstorming and lateral thinking there may be is something you could do that would make you stand out and make your stand as a destination. Let’s say we introduce someone demonstrating how they make the beads. If this is already being done by another exhibitor it won’t have the same impact and a different idea would be used. My point is to introduce a point of difference. Don’t do the same thing amongst a competitive market place.
And remember the circle of success:
IN A NUT SHELL:
My final point is this; review what you’re doing for the year ahead, don’t take it for granted what worked last year will work again this year, be prepared to change, test and trial in small sections but don’t stand still, and make changes that make you stand out.
See you on the floor.
P.S.
At time of writing the week brought some welcome news; Greece has a bail-out plan that should settle its economy and the USA have signs that they are turning from the bottom and starting to improve. Both these developments are great news… now if we could stop the media here commenting EVERYDAY about a leadership challenges and instead perhaps celebrating some of our successes, maybe we to could get on the front foot and all prosper. Just a thought!!!
