Review from the Summit: Show & Event Misconceptions / Recommendations

The next section of the Home Improvement Economic Summit focused on shows and events.

Two of our Senior Account Executives are experts when it comes to producing a quality event and avoiding some of the key errors that many companies make.

My son David began by discussing the misconceptions that many company owners and managers have about shows and events. Among these are:

• My promoters are at work
• My promoters follow the script
• My promoters are doing the best they can (considering the market we’re in!)

Frequently, the owner/manager is not involved enough in the event and as a result these three misconceptions cause him to accept the “status quo” as the best his company can do.

A more “hands on” approach is necessary to make your event successful and this is what Brian Smith discussed. Among his recommendations were that:

• Don’t use sales reps: They will contaminate the presentation process – use Promoters instead
• Don’t allow Promoters to work alone: They need to be managed
• Do not allow people to sit in chairs: This is supposed to be a job! Your people need to approach it that way. Sitting in a chair transmits low energy to the prospect
• Ensure you calculate fully-loaded costs: They’re a lot more than you might think
• Don’t just market at home improvement shows: There are lots of other great places to be.
• You need the right tools: Pictures, light-weight materials, uniforms, reminders
• You need documentation to control the definition of a lead: Unless you’re only working sweepstakes or some customer completed form.
• You have to control the conversation: Otherwise Promoters will say too much or too little.

In the next posting, I will review the presentation of one of the most creative minds in the business who has become a master of holding successful events. You will also have the opportunity to view an excerpt from his recent demonstration at a local show.