10 Common Exhibiting Mistakes
We all make mistakes, however, if we are aware of the
pitfalls that can occur, there is a better chance we
can avoid errors that, more often than not, can be fairly
costly. The following are 10 of the most common mistakes
exhibit ors make pre-show, at-show and post-show:
Pre-show
1. Failing to set exhibit ing goals.
Goals, or the purpose for exhibit ing, are the essence
of the whole tradeshow experience. Knowing what you
want to accomplish at a show will help plan every other
aspect - your theme, the booth layout and display, graphics,
product displays, premiums, literature, etc. Exhibit
ing goals should complement your corporate marketing
objectives and help in accomplishing them.
2. Forgetting to read the exhibit or manual.
The exhibit or manual is your complete reference guide
to every aspect of the show and your key to saving money.
Admittedly, some show management make these easier to
read than others. Albeit, everything you need to know
about the show you are participating in, should be contained
in the manual - show schedules, contractor information,
registration, service order forms, electrical service,
floor plans and exhibit specifications, shipping and
freight services, housing information, advertising and
promotion Remember that the floor price for show services
is normally 10-20% higher so signing up early will always
give you a significant savings.
3. Leaving graphics to the last minute.
Rush, change and overtime charges will add significantly
to your bottom line. Planning your graphics in plenty
of time - 6-8 weeks before show time will be less stressful
for everyone concerned and avoids many blunders that
occur under time pressures.
4. Neglecting booth staff preparation.
Enormous time, energy and money are put into organizing
show participation - display, graphics, literature,
premiums, etc. However, the people chosen to represent
the entire image of the organization are often left
to fend for themselves. They are just told to show up.
Your people are your ambassadors and should be briefed
beforehand - why you are exhibit ing; what you are exhibit
ing and what you expect from them. Exhibit staff training
is essential for a unified and professional image.
At-Show
5. Ignoring visitors' needs.
Often staff members feel compelled to give the visitor
as much information as possible. They fail to ask about
real needs and interest in the product/service. They
lack questioning skills and often miss important qualifying
information. Pre-show preparation and training is the
key.
6. Handing out literature and premiums.
Staff members, who are unsure of what to do in the booth
environment or feel uncomfortable talking to strangers,
end up handing out literature or giveaway items just
to keep occupied. Literature acts as a barrier to conversation
and chances are, will be discarded at the first opportunity.
It is vital that people chosen to represent the organization
enjoy interacting with strangers and know what is expected
of them in the booth environment.
7. Being unfamiliar with demonstrations.
Many times staffers show up for duty only to discover
they are totally unfamiliar with booth demonstrations.
Communicate with your team members before the show and
ensure that demonstrators know what is being presented,
are familiar with the equipment and how to conduct the
assigned demonstrations.
8. Overcrowding the booth with company representatives.
Companies often send several representatives to major
industry shows to gather competitive and general/specific
industry information. These people feel compelled to
gather at the company booth not only outnumbering visitors,
but also monopolizing staffer time and restricting visitor
interaction. Have strict rules regarding employees visiting
the show and insist staffers not scheduled for booth
duty stay away until their assigned time. Company executives
are often the worst offenders. Assign specific tasks
to avoid them fumbling around the booth.
Post-Show
9. Ignoring lead follow-up.
Show leads often take second place to other management
activities that occur after being out of the office
for several days. The longer leads are left unattended,
the colder and more mediocre they become. Prior to the
show, establish how leads will be handled, set timelines
for follow-up and make sales representatives accountable
for leads given to them.
10. Overlooking show evaluation.
The more you know and understand about your performance
at shows, the more improvement and fine-tuning can take
place for future shows. No two shows are alike. Each
has it own idiosyncrasies and obstacles. There is always
room for improvement. Invest the time with your staff
immediately after each show to evaluate your performance.
It pays enormous dividends.
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