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A Tale of Two Stands: When Harry lost to Sally

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Posted by , 19th November 2019

A Tale of Two Stands: When Harry lost to Sally. A classic stand management tale

I haven’t read the novel A Tale of Two Cities by Charles Dickens yet. 

I keep meaning to and I really should because I’ve seen the film and it tells a brilliant story. 

The film includes the dramatic last scene which contains two very famous lines of dialogue which I’m sure that you are familiar with.*

By the way; 

Did you know that A Tale of Two Cities is regularly cited as the best-selling novel of all time?

More than 205 million copies of the story have been sold to date (source Wikipedia). 

Harry Potter eat your heart out. (BTW – I love those HP novels having read them to my children). 

Now we jump back to the world of events. 

Here’s a real-life story you might have seen or experienced yourself. 

It’s called  “A Tale of Two Stands”

Show organisers are very familiar with the plot. 

Two exhibiting companies located on stands right next to each other, experience two very different events. 

The first stand is home to an ecstatic stand manager. Let’s call her Sally. 

Sally is delighted with the results the event is generating for her business, and she has nothing but praise for the event and the show team. Great!

On the stand, next door, another stand manager, Harry is downcast, regretful and just a tad irritable. 

He thinks the show has been a waste of time and money. 

His experience is almost the exact opposite of Sally’s. 

Harry thinks a guillotine (see “A Tale of Two Cities“) could be quite useful either for the organiser or for him when he next faces his boss. 

Why is that? 

The reasons can be varied but, usually, there is one root cause: Poor preparation. 

The fact is, Sally probably spent more time on readying the business for the show. 

She and her team may have decided on more precise objectives or got their on-stand messaging right for the audience.

Sally might have also have done some cracking pre-show marketing which is why her stand is busier than Harry’s. 

If you would like your stands to be more Sally than Harry, let’s talk. 

We can help you organise all aspects of trade show participation from stands to people as described here

For excellent pre and post-show marketing that even Harry would be proud of, see this page

Very best,  

David O’Beirne

*It is a far, far better thing that I do than I have ever done; it is a far, far better rest that I go to than I have ever known.

For more on this subject read this post

Posted in Stand Management  /  Trade show marketing  /  Trade show sales

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