If there’s one thing we want Houston trade show exhibitors to do, it’s generate leads from the hard work they put into their exhibitions. That’s why we recommend avoiding these amateur trade show mistakes:
Staffing the Booth Poorly
It’s true that you don’t want your booth to be a high pressure area that people avoid, but then there’s the other extreme: the booth that drives people away with apathy. The last thing attendees want to see when they approach your booth is a guy whose head is face down as he taps at his phone. Make sure you staff your booth with a knowledgeable, personable and committed sales team – people who are willing to work for leads.
Placing too Much Focus Appearance
The logistics of getting the exhibition put together were a big endeavor, but don’t let your work end there. If you focus only on the appearance of your booth and make marketing secondary, it will show – and not in a good way. Make sure you have a plan for how the booth staff will draw people in, how they will hold visitors’ attention and how they will qualify visitors as leads. It’s also best to make a plan before the show for lead follow-up, rather than after.
Trying to Please Everyone
If you’re new to the trade show circuit, you may be tempted to allow every department in the company to showcase something in the exhibition. Don’t! While every employee may be essential to the company, not every employee is directly connected to your buying proposition. There may be a time and a place for the accounting department and the IT workers to tell their story; the trade show is not that time and place. Keep the focus of your booth on the product you sell, period.
Even experienced exhibitors can easily fall into the snares of these common trade show mistakes. Avoid them at all costs, and enjoy a better ROI from your Houston trade show efforts.
