Love thy Neighbor (Unless They Own a ’79 Chevette on Cinder Blocks)
Most neighborhood developments in America since the early ’90’s have covenants. These covenants specify what you can and can not do to your house, your lawn, and even whether you can park your land yacht in your driveway or paint your house bright pink. Why do neighborhoods impose these covenants? Basically, so you do not end up living next to neighbor with 4 ft. tall grass, plastic pink flamingos, and a ’79 Chevette on cinder blocks.
I propose that we consider similar guidelines for the trade show floor.
I’ve seen a lot of promotions this week that left me wondering if the ads are brilliant marketing or a desperate attempt to pay creditors.
In any marketing campaign, you want to create an appealing offer that entices buyers to act, but your customers shouldn’t smell smoke — like there’s a fire sale in progress.
How many times have we heard that? For me, it is something I truly believe both in business and in my personal life.
Earlier today, I watched a great online seminar by Malcolm Gladwell who, as many of you know, is someone I admire greatly. In this video, Malcolm speaks about Howard Moskowitz, the man who revolutionized the way the food industry looks at and delivers its products to consumers. And I mean revolutionized!
This week, I’d like to share an online article. The article struck a chord with me because it addresses “Value.” In nearly every face-to-face meeting I’ve had over the past 12-18 months with distributors, suppliers, and co-workers, they have asked me how I define and sell value in a market dominated by price.
When apples are being compared to apples, especially in a price-driven market, how do I, as a salesperson, differentiate myself from the competition?
Well, I don’t know about you, but this has been a very long week. That’s not to say it’s been a “bad” week . . . just long. Whenever airplanes, airports, and airlines are involved . . . . well, you know.
I was in Atlanta much of the week. The Randy Smith Memorial Golf Classic was on Monday. What a great event as always. Kudos to Rich Johnson, Jim Wurm, and Ted Petersen and their whole team for putting on another successful and fun event.
The same can be said for us at Classic. We cannot succeed without the help and support of our key vendor partners. They provide the frosting for all the beautiful exhibits we create on behalf of our distributors. Companies like Optima Graphics and Brumark Flooring are critical to making a Classic, well . . . a Classic!
