Oct. 16--Local businesses marketed themselves to each other and the community at the Southside Show-Biz Trade Show on Thursday.

More than 2,000 residents attended the fourth year of the expo that allowed businesses to showcase their products and services in a creative way. More than 65 businesses participated this year, said Laurie Moran, president of the Danville Pittsylvania County Chamber of Commerce.

The chamber coordinated the event at the Institute for Advanced Learning & Research in Danville to show residents and the business community what's available in the region, Moran said.

"I think all of us assume the community knows who we are and what we do," Moran said. "We have to recognize we're a community in transition."

While exhibitors developed creative themes and displays to attract people at the show, most businesses agreed that being involved in the community and establishing good customer relations is the best way to attract business -- recession or not. The Show-Biz event offered another opportunity to increase business visibility within Danville.

Ross Johnson, owner of Northern Lites in Gretna, fashioned a $5,000 revolving crystal chandelier for his booth. While all the sparkling lights attracted attention, he admitted that's not what really matters.

"Customer relations -- that's what we excel at. This is all secondary," he pointed to the display. "It works."

Most of his business comes from happy customers referring others to Northern Lites, he said. While retail sales slowed down through the recession, Johnson still retains a large customer base.

Custom service, like making light fixtures out of wine bottles or old stoves, is what distinguishes his small business from the "big box" stores, Johnson said.

Jackie Stevens, director of marketing of DVF Foodservice, agreed quality service and supporting the community brings business back.

While DVF, which also operates a retail store called The Market, created a prize wheel for customers to win merchandise or food baskets at the trade show, Stevens understands that the best marketing strategy is to support the community.

That's why they offer discounted items for fundraisers -- or simply donate to organizations in need.

"When you're a part of the community and you support the community, the community supports you," she said.

Powers Signs in Danville showcased the various signs they produce at the trade show, which inadvertently advertised the businesses that ordered those signs.

While the full-service sign shop advertises in the newspaper at times, most of its business comes from word-of-mouth, said Linda Powers, co-owner with husband Tom Powers Sr. The business also has an established reputation as it began in 1946.

The recession hasn't forced Powers Signs to make any extra marketing efforts, as other businesses that are trying to better market themselves have needed the company's services.

The increase in business enabled Powers to hire two new employees and two temporary employees, she said.

"They have to upgrade their signs to help their business," Powers said. "It snowballs."

Commonwealth Home Health Group attracted attention at the trade show with their custom-made "The Price is Right"-themed exhibit, replete with spinning wheel and a showcase showdown.

While the recession doesn't change clients' needs for health care products or services, Commonwealth Home Health still tries to maintain visibility by getting involved in community events, marketing director Stephanie Anderson said.

The company provides blood pressure and glucose checks at church events, for example, she said. Being out in the community also shows the retailer and service provider what residents in the community really need.

Jean and John Jasko, of Danville, left the trade show with a free T-shirt and food gift basket. The retirees came this year for the first time to experience "something new." They knew Danville had a lot to offer and the trade show proved them right.

Jean Jasko suggests residents attend the show next year.

"People can learn what the businesses are in the area, what you need for certain things," she said.

w Bozick is a staff writer for the Danville Register & Bee.

To see more of the Danville Register & Bee or to subscribe to the newspaper, go to http://www.registerbee.com.

Copyright (c) 2009, Danville Register and Bee, Va.

Distributed by McClatchy-Tribune Information Services.

For reprints, email tmsreprints@permissionsgroup.com, call 800-374-7985 or 847-635-6550, send a fax to 847-635-6968, or write to The Permissions Group Inc., 1247 Milwaukee Ave., Suite 303, Glenview, IL 60025, USA.

<< -- 10/19/2009>>