Common mistakes every exhibitor should avoid.
If you have ever been an attendee at a trade show before, then can probably tell what makes a successful trade show exhibit: a staffer who is knowledgeable about their products and services, a message and display that is informative and entertaining, and an overall presentation that makes you truly interested in what the company has to offer.
However, the one thing that many trade show attendees remember, even more so than a successful exhibit, is a company that was horribly unsuccessful.
Whether you are a regular trade show exhibitor or an attendee that has only been to one or two shows, it’s easy to spot the companies that just aren’t doing it right―their exhibit is unorganized and doesn’t tell you anything about their products, they try to connect with consumers who aren’t proper leads, and they just seem like a big ol’ mess on the trade show floor.
However, while these types of exhibitors are easy to spot as an outsider looking in, how do you make sure that your company isn’t making the same type of deal-breaking mistakes? The first step to avoiding these errors and increasing your chances of a successful trade show is identifying just what these common mistakes are.
Unrelated Company Giveaways
Trade show promotional items are a great way to give visitors a reason to come visit you and your exhibit. However, it’s important that your giveaway items are relevant to your brand image and project your company’s message and services.
For example, a company that sells paper supplies may invest in a quality pad of paper with their businesses name and logo on it―that would be considered a successful promotional item. However, a lawn care company that gives away personalized calculators isn’t putting forth the best item for their company’s theme and message.
Untrained Staff or Employees
While many businesses believe that their staff is familiar with their products and services and has a vast knowledge of their company, the trade show floor is a whole different ballpark that you want to make sure your staff is ready for. This is because your people are your ambassadors―the results and success of your trade show presentation are directly linked to the effectiveness of the staffers working at your booth.
Before you head to your next trade show, make sure that your booth staffers are well prepared for their roles at the event. They should fully understand the message and goals of your company, know how to engage visitors and collect qualified lead information, and most importantly, they should be a direct reflection of your company, services and quality.
Failure To Follow Up On Leads
Companies that attend trade show events and fail to follow up on the leads they collect are just throwing money down the drain. If you fail to follow up with attendees after the event, you are ignoring your promises and turning “warm” leads into “cold” leads.
You should always devise a follow-up strategy before you hit the trade show floor. By having this strategy set in place once you return home from an event, you can take all of your leads and follow-up with them while your company is still fresh in their minds.
A large portion of the success of your company’s trade show exhibit depends largely on your preparation for the event. Learning to avoid these common exhibitor mistakes and dodging these easily avoidable blunders will help you connect with quality leads and increase your chances for a successful tradeshow.