Disclosure: Some of the links in this post may be "affiliate links." This means if you click on the link and purchase an item, I will receive a small affiliate commission, at no extra cost to you. Regardless, I only recommend products or services I use personally and believe will add value to my readers.
There is no denying that a trade show presents you with an exceptional opportunity to market your business and get to know potential clients. However, this is only going to be the case if you approach the event in the correct manner. With that being said, read on to discover some of the common trade show mistakes you need to avoid.
Failing to market effectively before the show – This is one of the most common mistakes that a lot of businesses make. Yes, the trade show itself is an opportunity to market effectively. However, if you are to maximize this, you need to have a pre-show marketing plan too. After all, you’re not going to get a lot of your customers to attend if they don’t know about the event.
Participating in the wrong trade show – Participating in the wrong trade show, to begin with, is a problem. Unfortunately, you often do not realize that this is the case until you have participated, which does make the whole situation rather tricky. This is where experience comes into play.
Getting the size wrong – Going too big or too small can both be an issue when you rent trade show booth. The latter is a problem because you are going to get less traffic. The former is an issue because while your trade stand may be big, this could mean that your display configurations and graphics are off.
Untrained booth staff – A lot of business owners believe they do not need to train their staff because they already know the company. While this is true, they may not know how to act in the correct manner at such an event. Training is vital because it ensures everyone knows their role, the mission, and that they can answer all queries effectively.
Having giveaways for the sake of it – Giveaways can be highly effective at trade shows, but they need to have a purpose. It’s funny how many stress balls and pens are given away at these events. If you are giving something away, make sure you can justify why you’re doing so. It shouldn’t merely be random.
No specific goals – Last but not least, this is a problem that is seen all too often. Some companies attend a trade show without having a specific goal in mind. What do you want to get from attending the trade show? Do you want to generate more leads? Great, but you’re probably going to need to be a bit more specific about your objectives.
If you can avoid the blunders that have been talked about above, you can give yourself a much better chance of experiencing trade show success. From investing in pre-show marketing to choosing shows with care, follow the advice provided and it will make a big difference to your business.