We hope you’ve enjoyed–and profited from–our articles on trade show exhibits and other aspects of trade shows. And while we don’t want to be negative, we’ve noticed you can get a lot more out of your next trade show if you can avoid these three all-too-common mistakes.
Not Having a Set of Trade Show Goals
“If you’re not headed in a certain direction, you’ll end up going nowhere.” You’ve probably heard some version of this saying from more than one motivational speaker in your lifetime. As hackneyed as it may seem, it’s also true. It’s a phrase that can make or break your next trade show appearance, too.
Of course your overall goal is to build your business and increase your bottom line. But next time you go to a convention, try focusing on one particular objective that you really want to accomplish.
This can–and probably should–be something simple like gaining a certain number of distribution channels for your products, or collecting contact info for a certain number of leads for your services. You may even find that you’ll accomplish other important business goals, almost as an afterthought.
Failure to Prep Your Trade Show Booth Each Day
You make sure and clean your house before your mother-in-law comes over, we’re certain. It stands to reason that you will want to do the same for your business-attracting exhibit booth. Unfortunately, this isn’t always the case.
It’s an understandable situation–there’s just so much that happens on (and off) the trade show floor, it’s easy to forget to double-check your booth in the morning. Before you know it, you’re at the second day of your convention with gum wrappers on your floor, empty spaces where your brochures should be, and scuff marks all over your exhibit furniture.
The solution is easy–make a simple checklist and assign it to someone. Or just do it yourself. Otherwise, you’ll meet the second day of your trade show completely unprepared.
Not Doing a Little Pre-Convention Prep Marketing
Many people don’t think about the fact that a trade show actually starts long before a trade show starts. In other words, you’ll get a lot more out of your next convention if you let people know you are coming!
This isn’t just about talking to a few close buddies or business associates before the show. Go ahead and let your entire client list or consumer base know that you’re going! Someone is bound to want to show a friend or business associate to your booth. Probably several someones. If you offer referral fees, make sure you mention this fact in your pre-trade show marketing.