There s no doubt that trade shows are one of the best ways for both big and small businesses to market their products or services. No other advertising tool allows you to set up trade show exhibits in a venue filled with prospective buyers. However, there are several things that new exhibitors commonly do that could be hurting their success at conventions. Learn from these mistakes so that you don t end up being one of the many exhibitors who fall for these traps.
Mistake #1 The Wrong Show: For some reason, a lot of exhibitors think that if they register for every event and trade fair that comes their way, they will get better results. Although you may get more exposure this way, you won t get maximum results unless you are at targeted trade shows. This could mean signing up for one event or 20 as long as you re target audience is there, you ll be getting the best return on your investment.
Mistake #2 No Clear Signage: The worst thing you could do is not having clear signs that let attendees know who you are. People who may have been interested in your products or services will most likely walk right past you because they won t have a clue who you are. Signage on your display stand is a critical part of your booth display and should be the first thing attendees notice. You can either add a header to your display exhibit or you can simply place banner stands in front of your trade show exhibit with your company s logo and a list of products or services offered.
Mistake #3 Dull Trade Show Exhibits: Effective display systems don t have to be expensive, but they should contain some activity or gift that will hold the attendee s attention. Demonstrations, presentations, games, drawings, and promotional products are all great ways to appeal to your audience and make them want to stick around.
Mistake #4 Not Following up: Not every visitor that stops by your display system will be ready to buy your product on the trade show floor, but they may be interested after they leave the event. About a week after the show, either call or send thank-you cards with your business card to make sure your leads know how much you appreciate their time at the trade show. They will definitely remember you when they are ready to do business.
Trade show exhibits are a great investment if designed well and used appropriately. Keep these four mistakes in mind as you prepare for the convention and you will be a hit at the show!