There is a lot to consider when preparing for a trade show. So much time and effort goes into planning and it is easy to get caught up in the excitement. Avoid these easy to make mistakes in order to make your next exhibition a success.
1. Not planning in advance and setting clear goals.
There is a lot of prep work that goes into tradeshows and you want to be sure you have thought of everything. Budget, travel, schedule, your display. Making sure you have reviewed the details will help set you up for success. When beginning your planning process make sure you are choosing the main goals you want to achieve at this event. This will help you make the right decisions to accomplish these objectives. Are you looking to network? Make direct sales?
2. Not having a clear message.
Provide a direct message to your clients and attendees. Make it easy for them to understand why you’re there and how you can help. Keep it simple and present your main points. Once you have their attention you and your team will be there to expand on your vision and provide more information.
3. Having a poor display.
Your backdrop is the first thing people are going to see when they are headed your way. Having a well thought out display and vibrant graphics help draw a crowd to your booth. After so much planning and effort you don’t want to be caught with a messy setup. Investing in a good display will ensure that you present yourself professionally and make a big impact at your event.
4. Not training your staff.
You have spent a lot of time and money to make this happen. Make sure you have the right team to help pull off your vision. They should be knowledgeable, passionate, and confident when speaking to potential prospects. They want to be personable, and connect with the people passing through your booth to make sure they leave a positive impression on attendees.
5. Talking too much.
Although you may be excited to give them your pitch, it’s important to also listen. Each attendee will have specific needs, finding out what they are can help you connect and build an ongoing relationship. You want to turn leads into loyal customers so being relatable and not coming off with a pushy sales pitch can make all the difference.
6. Blindly handing out flyers.
Most of the literature and pamphlets handed out at exhibitions is immediately discarded. This doesn’t mean that you should have any but make sure they fit your purpose. Don’t stand out front of your booth handing them to any one passing by as they are likely to not even give it a second look. However, if you are doing a product demonstration it may be handy to have some additional information available for those who ask.
7. Not getting the word out.
You have so many tools at your disposal to let people know about your event beforehand. Not promoting and advertising as much as possible is a huge missed opportunity. Use social media, email blasts, or contact clients and potential leads directly to let them know when and where to find you. Draw attention to your trade show before it ever begins.
8. Not following up.
Not following up in a timely manner is the worst mistake you can make. You’ve to invest a lot of time and money into your convention, don’t let the momentum you built fade after the event. Making connections and building relationships is the reason you were there, make sure you take full advantage of that once the event is over.
