If you’re new to exhibiting at a trade show event or convention, you may wonder what you can do to have a successful show. Familiarizing yourself with some of the common trade show mistakes new exhibitors make is one way to start. Once you’re familiar with these mistakes, you can recognize them in your own planning and determine how to avoid them to have a more successful show.
Exhibiting at the Wrong Show
Exhibiting at a trade show can be a big investment for some businesses, so it’s important to ensure you’re attending the right event for your business. Some trade shows target specific audiences that could be outside your business’s typical clientele. This is why it’s crucial to choose your trade show carefully; otherwise, you risk not connecting with the audience. Look into industry-specific events in your area that align with your business.
Sticking With the Same Booth Designs
Don’t be afraid to get creative with your trade show booth designs. This can be difficult to fully commit to, especially if you’re new to exhibiting. However, the extra creativity you add to your booth design goes a long way in attracting more visitors and potential customers. For example, consider swapping the traditional banner walls of your booth for interactive screens and other displays. Using creative and interactive displays will help your exhibit stand out from the rest of your competitors.
Overcomplicating Your Trade Show Designs
While you want to avoid playing your booth design overly safe, you should also avoid creating a booth that is overcomplicated. Try not to use too many images, colors, and blocks of text in your display designs. Overusing complicated elements such as these can overwhelm passing visitors, and they won’t know where to look. A unique yet organized design can help guide a potential customer’s eyes across your display and encourage them to learn more about your brand.
Not Training Your Booth Staff
Without an engaging team staffing your booth, you may have trouble attracting visitors. This is why training before the show is so important. Once you’ve chosen your trade show promotional staff, schedule a pre-show training course that will help them learn how to work the booth. You want your team to come across as engaging without being pushy or promotional. Give them time to practice this tone in a low-stakes environment.
Not Pursuing Leads After the Show
Your business’s event marketing shouldn’t end once the trade show does. Always follow up with potential leads after the trade show to seek out future customers. Sometimes, businesses will wait weeks or even months to send follow-up materials. But sending prompt, relevant responses to visitors who signed up at your booth is crucial to keeping your business fresh in their minds.
Now that you know some of the most common trade show mistakes businesses make, you can avoid them while planning for your own event. At West Coast Exhibit, we provide the resources and expertise you need to navigate the trade show landscape and avoid mistakes like these. Learn more about the trade show booth rentals and management we can offer your business.