Top Three Mistakes When Presenting A Trade Show Exhibit

Considering all of the articles and write-ups for what to do regarding a company’s marketing strategy for a trade show booth, there is also a long list of what not to do when presenting at an exhibition. As marketing dollars and budgeting are both important pieces to consider, it is often best to take advice from those with experience. Why lose money and waste valuable time when these tips can prevent both of these circumstances from happening?

Be Smart In Attending Only The Right Events

There are so many industry events that offer a multitude of different experiences for the potential buyer. There are also a large number of locations and audiences to consider, each of which will differ from exhibition to exhibition. First, never attend a ‘first time’ event. Only attend exhibits that have been around for a few years, drawing a specific crowd, in a specific area. After a few years, the organizers will have also learned how to market the exhibition properly, giving a company more potential buyers that fit what the event is featuring exactly.

Often, first-time events may be slightly disorganized, and are rarely marketed to a specific and targeted client base. As no one will have attended it before, a company will lose out on all the return-customers that a seasoned exhibition would draw.

Only Target Potential Clients That Are Qualified

At most trade show exhibits there will be hundreds and maybe even thousands of visitors. The key is to seek out potential clients that match the company’s marketing agenda. Give all employees that are working at the trade show display a list of questions to ask participants who are interested in the company’s service or product. This will allow employees to filter out those prospects that may be ‘just browsing’ or are in no position to make a purchase from the company.

It is important to spend each moment at the event in the most productive way possible. This offers up the chance of a larger return on investment; that being the trade show display and opportunity costs. This does not mean one should ignore attendees that are ‘just browsing’ because they may recommend a company brand and ideas to someone else. But for means of sales, honing in on qualified prospects is key.

Don’t Over-Complicate Your Trade Show Booth

With so many amazing options available, it is difficult to say no to an overload of graphics, lighting and interactive features. All of these items are important in drawing in a crowd, although it is also important to keep the display streamlined. While it may be tempting to add as much marketing glitz as possible, a better strategy to keep it simple. Offer a consistent message via the marketing materials present, the employees working at the event, and the trade show display itself. A clear message is simpler for passersby to understand. For an individual to make a purchase, they first must understand the concept, then the product or service.

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