Are mistakes at trade shows costing you more than you would like? Sometimes people make common mistakes at their trade shows or setting up their trade show displays that can get in the way of getting the results that they want. Even if you have most of what you need to have a great trade show, even a booth that is designed well cannot compensate for a bad show strategy– or total lack thereof.
Read on to find out if you are making these common trade show mistakes and not only cut them out but change the way that you approach trade shows so that you are more successful than ever!
A lack of a goal.
You need a goal to work towards at your show and that’s going to give you a framework for how to approach the rest of it. Maybe you want more sales-qualified leads, expand your prospect list, or just network and sell a product. If you don’t have a goal, it’s like sailing without a compass– sure, you’ll still be sailing, but are you going to get where you need to go?
Not planning enough.
You’ve got be on your game and have everything planned out the best that you can. Plan as early as you can, up to 12 months in advance. That way you won’t forget anything and you’ll be ready to go. Planning for the next after one has just ended is also helpful because you can jot down good ideas while they’re still fresh.
Putting flashy over functional.
Going over the top with booths can be a mistake and even seem intimidating to attendees. Go for a booth that looks great but also serves your trade show goals— a.k.a., make sure it’s functional!
Be sure your graphics are on point because poor graphics that are outdated, blurry, poor quality, damaged, or cluttered can just be a visual turnoff to visitors and steer them away from your booth. Also make sure your graphics represent your business, company, products, etc.
Not having a backup plan.
Be sure you have a plan if someone doesn’t show up or you run out of brochures– things like that.
Having a new hire on the staff.
While it’s great for people to get experience, a newbie at a trade show may not have the same focus as people who have done it before. If you do have new hires, inform them as to what you’re expecting and what they’ll do and have them in a supporting role, not a lead one.
Not following up.
Following up on leads is the best way to capitalize on interest while it is still fresh in their mind. Also, focus on post-show marketing to maximize your leads.
Not having interactive marketing.
Have an event-specific Twitter hashtag, blog posts leading up to the show, cards with your site on them, LinkedIn updates, social media posts, and more. Interactive marketing is key and social media and online platforms are the perfect extension necessary to promote your booth, brand, and ultimately your business.