Trade shows and exhibitions have proven to be the perfect marketing tools. Nowhere else target group and provider come so close. Hardly any other medium allows so much direct and unfiltered feedback. This is one of the reasons why small SMEs as well as big fortune 500 companies are choosing to exhibit in trade shows in order to introduce companies, products and services to a broad audience. The most important prerequisites for successful participation in a trade show is the booth design, which ensures the necessary attention to the public as well as a convincing marketing message, which is the trade show booth communicates prominently.
But even if you present the most impressive trade show booth design at the event, you can make mistakes that endanger the success of your exhibition. Avoiding these critical mistakes will increase your chances of reaching your trade show goals.
Bad organization at trade show booths that can be anything from forgetting equipment back at the workplace itself to missing trade show booths. Trade show debacles are enough to keep the most experienced event marketer up all night. Here are a few critical mistakes that an event marketer should avoid making at their next trade show.
Trade Show Exhibits Gone Missing
There are numerous cases where trade show exhibits have been misplaced. Right from exhibit freight companies forgetting to ship exhibit material on time, to trade show exhibit booths getting lost in transit. All the trade show booth ideas that you and your team worked on to build a fantastic trade show exhibit can get lost in transit if not managed effectively.
The best way to avoid a missing exhibit is to partner and work with an experienced local trade show booth provider near your show city. They have a good relationship with a reputable freight carrier, who will efficiently manage the logistics of your trade show exhibit booths. You need to communicate your show schedule and timeline clearly with your freight carrier and check-in often to make sure all your trade show related arrangements are in order prior to shipping to avoid any hassle at the end. Also, track your trade show exhibit from the moment it is picked up to the moment it gets dropped off at the event venue for extra peace of mind and to avoid trade show debacles.
Cluttered Trade Show Booth
Sometimes well-prepared exhibitors want to pack and display as many components and products as possible into their exhibit space at the trade show. This can result into a cluttered and unattractive exhibit which would be skipped over by attendees or and potential clients from show or venue management. It is important that you look for space-smart trade show booth ideas that will draw in crowd to your trade show exhibit.
To avoid the fear of having more than what you bargained for, make sure that you plan out the exact amount of space that is needed to make an impact on the show floor through your trade show booth ideas during the exhibit design consolation process. A great way to avoid any potential problem is to inquire about a reconfigurable trade show display that you can scale up or down in size depending on the need of your trade show exhibit. While you find a way out through space management, make sure to you also study the show rules and ensure your exhibit is in compliance. You should also double-check with venue and show staff if you are unsure of some arrangements that you can make at the trade show exhibits.
Forgetting Equipments at Office
The fear of being ill-prepared for an event or the fear of forgetting a vital piece of equipment is a fear known all too well by event marketers. And this factor can make a big impact on your trade show exhibit. Something as simple as packing the wrong AV cables for your multimedia display or simply getting the wrong presentation slide at trade show can ruin an otherwise seamless event. This is irrespective of no matter how good you had managed the space at your trade show space and no matter how good was your trade show display idea.
To avoid leaving vital equipment behind at the office, and to make sure you are fully prepared for your event at the trade show, make sure you make a checklist of all your essentials. Make sure that you assign items and tasks to member of your team to complete to avoid costly trade show errors.
No Wow Element at the Booth
Every exhibitor at the trade show would be in the same line of business as yours. Then what is that wow factor that will pull the trade show attendees towards your booth and not towards the other neighbouring brands participating at the event? In order to get that wow factor, it is crucial to stay away from basic trade show booth designs.
If you are looking to create a buzz around your brand then accessories and supplies like overhead hanging banners, creative lighting, and digital signage are ideal accessories for generating sustained interest towards your booth.
Your trade show booth builder will be able to help you with enhancing the different areas like entry gate, front desk, demonstration area, discussion area, meeting area, exit gate, and furniture placements.
A Shabby Unprofessional Appearance
Negligent clothing and neglected appearance quickly reflect the image of a brand and allows conclusions about the quality of your products. Therefore, you should always be well-groomed and properly dressed on the booth. But even the trade show booth itself should be in a clean and tidy condition - a reflection of the quality of your products and services.
Failing to Follow-up
Many exhibitors fail to track leads generated at the show. The chances are good that these people will meet again at the trade show the following year. If you do not keep track of these contacts, you should not be surprised that you have not only graduated, but that these people tell others that it is not worthwhile to get in contact with you. After all, their questions are never answered.
All in all, exhibiting at a tradeshow is a great opportunity for exhibitors to reinforce their brand and find new prospects who can eventually become long-term clients. After all, nothing should happen that could reduce your trade show success. If you avoid these critical mistakes, nothing stands in the way of a successful trade show.
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