Through the Eyes of the President The Superior Show Back Story
She ended up telling more people about what we do and in turn what our amazing customers are doing. We were now able to help them get more mileage out of their social media, in some cases, we were their only marketing that wasn’t in print. This made it easier to be seen as a partner, rather than just a supplier, and that creates a much stronger relationship.
We turned our focus on how to be a partner for our clients and offered existing customers incentives to start new events, or try new ways to promote their existing events. We were actually investing in our relationships with our clients.
We added a community tent program. We have 20x20 tents with the Superior brand. They’re always free, as long as they’re available, and as long as your event is good for the community, because at the core, all the relationships we have are building our communities.
We also began looking at technology that could improve processes.
We bought equipment that allowed us to get more work done in less time. We invested in new systems, some worked and some didn’t, so we moved on. We maintained an open mindset and questioned everything.
In 2018 we hired our first ever 100% completely committed, sales person. We created a dynamic database with every sporting event, trade show, or festival in Alberta, and then started making calls. He did not send random emails like I used when I thought I was “selling”, but dirty old pick up the phone and call them. Make someone tell you no in person. Show them that they are worth your time.
He started booking sales meetings. Within six months we had results! We landed a major client with 6 events per year!
After their recent flagship event, I was walking through on opening day and both of the owners stopped to thank me for how great our team was to deal with. That was great to hear, but the biggest compliment came after a hug when one of them said “thanks for pestering me so much that we had to try you guys!”
I told our team we are rock stars!
This is what we do, we don’t need to try and be anything we’re not. We are the little company that does big things.
Not long after, I had 3 of my account managers accompany me to a sales meeting for a prominent venue. Now, if you’ve ever dealt with Superior you’ll know that for us to find a couple people that you could throw in a suit, or even a really nice shirt, and discuss operational processes of event move-in and move-out, it’s not in our wheelhouse. If you’re looking to find people that drive a truck to a field and start setting up an event that 9 days from now that will hold 25,000 people...all day long, our team is the best!
We won them over with our honesty and humbleness.
As we finally started making gains, it became more than just getting these new events, now our industry had started talking about us. Our customers were happy, and our competitors were annoyed, some are downright angry with us!
Now that we have removed so many hurdles from their path our team is feeling empowered. Superior is finally firing on all cylinders.
We won the 2018 Fort Saskatchewan Chamber of Commerce Marketing Excellence Award, and were one of 4 finalists for the Alberta Chamber of Commerce Marketing award. We were also just asked to submit a 2019 application for Canada’s Top 500 fastest growing companies!
So here we are in 2019.
15 years into ownership of Superior Show Service I have truly realized what it means to be a relationship company and how important treating people is, and not just clients, because without our team, we are nothing. Now don’t get me wrong, we are a team full of humans, so there are mistakes or there are learning opportunities.
A friend recently said to me, "Empires die when they stop conquering and try to defend their borders". We had been guilty of defending our borders for a couple decades, but never again. We will continue to sniff out new opportunities, we will continue to develop our team, we will continue to help our customers develop their events, and someone within the company will always have a foot on the accelerator!
I’m proud that the very same clients that encouraged my dad to start Superior Show Service are among our clients still. Our team can still be found throughout the year at events in Camrose and Lloyd along with so many other communities throughout the province, from Lethbridge to Grande Prairie. We’re grateful for the partnerships of so many of our clients, like the Chambers of Commerce, who continue to push us to new heights.
Always remember the value of the relationships you have.
We’d be nowhere if not for the strength of our relationships with our vendors, our customers, our staff and most importantly, the strength of the relationship with our community.
Please take a moment to visit our website, and see how we may be able to partner with you, on your next Superior Event!