Great Weekend at Ideal Homes Show
There is nothing like putting your product in front of customers to find out its true potential. And this was the weekend. A first, the Spring Ideal Homes Show, was staged at the RDS by my good friend, Sean Lemass. Everyone was surprised by the huge turnout. I estimate over 50,000 people attended.
Great that consumers are back looking to shop.
There were still a lot of tyre kickers but the fact that consumers were out looking to shop has to be an encouraging sign for retailers.
As you know I was supposed to be away with my fellow Dragons on the slopes for late ski-ing in Zermatt but we got “volcanoed”. So I was at the show on Saturday. (I couldn’t be there Sunday as I had two nephews playing in the 85th Leinster Rugby Towns Cup Final. They play for Boyne who retained the title in a close fought battle against a gallant Tullamore with my nepew, Bevan Duffy, scoring the winning try with an intercept.)
“The Dream Team”
The Dragons’ Den Dream Team, that’s what they called themselves, of Noelle O’Connor, TanOrganic, Mark O’Loughlin of HidBin and Herbie Porsche of Toilet Pipe Cover were all there on one stand which created a big impact in the hall. It was by far the busiest stand at the show from what I could see.
A Few Learning Points.
Having said that, as people are following this blog to get some marketing and sales insights I would have a few criticisms of the stand. There was no video. People don’t walk straight up to a stand. They stay outside what we call the “grab-zone”. They observe you first from about 20 feet. That’s why you need 50″ screens showing them your product and announcing a special show offer and anything for “FREE”. Your stand has cost you thousands but using video you have quadrupled the square meterage. The video shouldn’t depend on audio but must have clear legible graphics spelling out your offer and invite. (Also some shows don’t allow audio.)
I can’t believe that my three colleagues who have been on Dragons’ Den did not have one bit of footage from the show playing on their stand. Now as it turns out they were busy enough anyway but there is great room for improvement.
Herbie needs to brush up on his sales technique, Mark missed an opportunity and Noelle underestimated the demand.
My good friend Herbie’s sales technique needs brushing up. On a few occasions I heard him say to a potential customer, “yes check it out on line”. That is sending a customer away. Even if somebody says my toilet goes into the wall not the floor, you do two things. “MayI have your name and address so we can tell you when the wall mounting is available?” And then ask them, “Surely you have a friend who’d you love to buy this for them it is only a fiver here at the show?” At another trade event I attended with Herbie a man told us he never, ever orders at such shows but only when he goes home. But I managed to get on his wavelength and he placed a large order there and then. Selling is about turning objections into opportunities and closing the sale.
The HidBin not having before and after footage on a 50″ screen – well what can I say? Missed opportunity.
Noelle running out of product on the last day of the show. Yes that is great news and proves the demand for TanOrganic but it also means we lost sales opportunities.
Am I just a whinging old you know what. No I hope not. I always like to encourage but I just like things to be done to their maximum potential.
Next Blog; Friday Morning.
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