Who Is Your Competitor?

It's funny how we often need to be reminded of something we already know is true, but have forgotten.

Good buddy and client, Scott Graham, Meetings & Conventions Goomba for CBA (the association formerly known as the Christian Booksellers Assn) forwarded me a note he received this morning. Scott led a sales meeting at Advocace in Dallas last week and handed out copies of my book, The Most Wanted Marketing Strategy for Exhibitors, as gifts. (Thanks, Scott!)

One of the attendees at the meeting, Paul Martin, sent this note:

Thank you for giving each Advocace team member a copy of Steve Miller's book--it is outstanding!  There are so many nuggets from this book, but one that stands out for all of our work together: Exhibitors are competitors.

Each of our exhibitors compete for a very small window of space on the retailer's shelf.

To win, they compete for a very small window of time with the retailer at a CBA show.

A very big point.

Thanks, Paul for reminding ME of something I needed to remember - and I wrote it!