Trade Show Mistakes to Avoid
Never underestimate the power of live in-person events. For any business entity, face to face networking if followed in the right manner can pay them off at double benefits in the long run. There are numerous reasons to go out and grab the opportunity. But when you plan, watch out for the following most common trade show exhibiting mistakes if you want a winning trade show.
1. LATE PLANS
The best period to start off planning for your next trade show is right after you’re done with the previous one. This is the time when you’re loaded with a great chunk of information and insights that you gained from your exhibition. Take advantage of the freshly made mistakes, mishaps and sudden change in the plans, and everything that you might have learned right in time to make sure they are not repeated and handled more professionally.
2. PLANNING WITHOUT AN OBJECTIVE
An arrow in the air without a perfectly arched target may hurt you instead of the bull’s eye. Investing in a trade show or exhibition takes a huge chunk of your financial and human resource along with time and effort. Make sure that you’re not only roaming around the brand awareness but a set of well-defined and solid short and long-term goals like building up new partners, generating sales or acquiring strong and sales-qualified leads etc. The set of goals should be developed before each exhibition and well-coordinated.
3. NO BACKUPS
We all know nothing is perfect. Have a strong backup plan keeping each risk in mind. Think about what you’d do if one of your staff falls sick, if your system stops working, if your lighting fails or didn’t get your print packets in time. Think of each potential mistake and plan a strategy accordingly.
4. UNFIT TEAM OF STAFF
You can never deny the virtues of a knowledgeable and professional staff who is well aware and experienced with previous events. Make a team of people who are focused on success. New entrants can be a good and affordable option but make sure that the team leaders are the experienced ones.
5. INEFFECTIVE USE OF PROMOTIONAL MEDIUMS
Take full advantage of the opportunities that Social Media platforms provide us with. Start off with creating a Facebook Event and link it to your Corporate Page, create new slogans and hashtags for each event and come up with a viral strategy in support of your event. Let it go viral on Twitter, Linkedin, Pinterest etc. and make sure that you use these hashtags in each post you create. Dedicate a landing page, like booking tickets or more information about the event, the benefits of attending the trade show as a call to action button. Come up with blog posts relating in any way to the event to engage your audience.
Pro Tip: Use polls, entertaining activities, and playful updates.
6. FAILED GRAPHIC CONTENT
The first impression is the last impression and your booth’s very first thing that people will see is your graphic content. Obsolete, worn out or untidy graphic content can be a grand deal breaker. Take extra care of eye level content and make sure it’s clear. Don’t force your existing graphics into the next exhibition, take a look and amend them if needed.
7. BEING TOO VIBRANT
Dark lighting, vibrant colours and abstract art can be a good idea but too much of anything is never inviting. As per the researchers, the attendees may find tradeshow booths having darker contrasts intimidating. Rely on a professionals’ exhibition design opinions for a successful mix of both, a corporate look and attractive layout.
8. ABRUPT END TO MARKETING
The attendees who have met you will definitely look for you. Don’t end the marketing abruptly and use this crucial time effectively. You may find more sale generating leads that you might have missed during the tradeshow.
9. IMPROPER FOLLOW-UP
Categorize your leads and make sure to organize them in a way that is easy for you or your team. Make sure to form a list of the leads and their specifications so you don’t trouble or lose them.
10. FORGETTING TO CHEER UP
Your staff put in a lot of work to each trade show event so make sure you remember to give them a pat on the back or simply congratulate them for a job well done. Don’t forget to motivate them by pointing out the positives. Pre-plan every single bit and include these risks in your brainstorming strategy to never repeat the same mistake again.