Make your exhibit stand out - like a purple cow
Have you heard about the new book from Seth Godin? The marketing guru's latest is called Purple Cow: Transform Your Business by Becoming Remarkable.
Why a purple cow? While Godin recently traveled through the French countryside, he loved the sight of the first brown cow. But after seeing similar brown cows again and again, they became boring. So what would stand out? A purple cow! The rest of his book examines how striving to be a purple cow, as opposed to the everyday, run-of-the-mill brown cow, leads to success. Here are a few of Godin's thoughts; think how they apply to your exhibiting program:
- Differentiate your customers. Find the group that's most profitable. Find the group that's most likely to influence other customers. Figure out how to develop for, advertise to, or reward either group. Ignore the rest. Cater to the customers you would choose if you could choose your customers.
- If you could pick one underserved niche to target (and to dominate), what would it be? Why not launch a product to compete with your own that does nothing but appeal to that market?
- Explore the limits. What if you're the cheapest, the fastest, the slowest, the hottest, the coldest, the easiest, the most efficient, the loudest, the most hated, the copycat, the outsider, the hardest, the oldest, the newest, or just the most! If there's a limit, you should (must) test it.
Have you made your exhibit "remarkable"? What have you done to ensure that attendees will not view your exhibit as a brown cow, and thus not worth a second look? What can you do to make your exhibit, and thus your company's products and services, stand out just like a purple cow?