You have a huge investment, not just in money, yet also time and hopefully some training in marketing your company at trade shows. Do not get in the way of your own success! Below, we list 6 mistakes we see exhibitors make repeatedly:

1)      Underselling your business using poor graphics: All too often we have seen businesses represent themselves at a trade show using a patchwork of a “display.” We have seen vinyl banners that are wrapped around foam board, dinged up or dented displays, as well as a number of hodgepodge displays.  Represent your business in the best possible light. A less-than-stellar appearance doesn’t give your potential customer confidence in you or your services and products. This kind of display is going to send prospective clients running to your competitors.

2)      Putting too much text on the display:  You literally have seconds to grab a passersby attention as they walk around the show floor.  No one is going to stop and read a bunch of text. Understand that you can’t tell your whole company’s story on the tradeshow display.

3)      Not promoting your trade show presence: So you have a fantastic looking booth and you’re all ready to go.  Where is everybody? Why isn’t there any traffic coming into the trade show booth? What did you do to promote yourself at the trade show? Allow your prospects and current clients to know about your appearances by utilizing social media and an e-newsletter.  Prepare the introduction of a new service/product around a trade show to cause a buzz. Directly send invites to those potential clients you might not have connected with within the past.

4)      Not training booth team members and discussing the right expectations: So, your booth team is sitting down rather than interacting with prospective clients. Are they more concerned about texting, playing games, or chatting while prospects walk by your booth?  Be certain to set the right expectations before the trade show. Do not make the assumption that just because you have professionals that they are going to understand the nuances of how they should work in this type of environment. Staff your trade show booth with those who are as good or even better than you!

5)      Not listening to prospects needs: Do not become so excited about getting your message across and selling your product that you actually miss out on vital information about your customers’ needs.  In addition, make certain that you are aware of body language, as well as pick up all visual cues which might help you comprehend the needs of your clients’ even better. Take advantage of all things a one-on-one interaction offers.

6)      Depending upon a fishbowl that brings in qualified leads: Lose that fishbowl!  Is this kind of giveaway actually giving you the qualified leads you’re seeking?  Be a professional solution provider and you do not necessarily have to have a generic giveaway contest that drives traffic to your trade show booth.
For more information on our quality trade show displays contact Speedpro London today!