Several years back while at Kerry Ingredients, our team of Marketing Communications folks got frustrated with the way our Sales people were performing at our smaller shows.
Despite our best efforts to train them how to engage people and behave in a proper "showmanlike" way, we'd constantly find them sitting, eating, cell phoning, daydreaming, sleeping or even completely absent.
They'd hide behind our draped 6-foot table, with company tablecloth, lovely product displays and neatly arranged literature. The table was usually positioned at the aisle, with two chairs behind it, so our staff could be protected from the intrusions of show visitors who had the nerve to interrupt their conversations.
Sound familiar?
This scenario usually played itself out in the regional shows where our presence was limited to a 10x10 space. Since we scheduled dozens of these shows each year, it was not feasible for us to attend them all. So, we would send our sales force out to these events with a "box and a blessing", then cross our fingers and hope. If we were lucky, we got our tablecloth shipped back.
We finally hit on an idea of how to change their behavior, get them out from behind the table, and actually engage and talk with visitors.
We decided to turn our exhibit on its ear - literally.
Instead putting stuff on a horizontal table, we created a wall for both our staff and guests to interact with. See a picture of our inverted exhibit below.
We made this exhibit from a shelf we bought at IKEA for $99, and some Gator Foam graphics that we velcro'ed to the sides and top.
The products, in this case, Seasonings for snack foods, were arrayed in bowls in the center of the shelf. The staff and visitors were forced to stand in front of the wall - next to each other - to sample the products.
As you can see, it worked. A change in our architecture totally changed both the environment and the experience for both our visitors and our staff. By placing the products in a vertical surface, we placed our visitors and staff "on the same side" of the conversation, instead of across a table (possible adversaries). This also got the staff off their butts, and forced them to mingle with visitors.
By attacking a "sacred cow" -- the 6 foot display table, we totally changed our exhibit, and the vibe it gave to our visitors and staff alike.
What sacred cows can you attack, thereby creating a new experience for your people?
TSB
1-888-9-ASK-TSB
Bob's Best Bites
I'll be going to New Orleans next month for the IFT show. I could write a book about all the incredible places to eat there. so I'll start with Mandina's, at 3800 Canal St. It's a short street car ride from the French Quarter via the Canal St. Line. Once there, you definitely need to order the onion rings as an appetizer. for entrees, I've had gumbo, po'boys, spaghetti & meatballs, fried catfish, crawfish etouffee, jambalaya, and their version of the muffaletta sandwich. Each one is a work of art unto itself. Which brings me to a moment of reflection on Mandina's meatballs -- a truly spiritual experience. Each one is the size of a small grapefruit, juicy, perfectly seasoned, and paired with Mandina's sweet tomato marinara. Each meal comes with that wonderful light and crispy New Orleans style french bread, and you'll be hard pressed to save room for dessert. But if you skip dessert, you'll miss some of the best bread pudding in the city. It's a great "locals" spot, a true neighborhood restaurant, and it's just so cool to ride that trolley to and from dinner.
What's your favorite New Orleans "neighborhood" restaurant?
TSB
1-888-9-ASK-TSB
No comments:
Post a Comment