Trade shows provide a wonderful chance for companies to display their services and products to large crowds. They are attended by prospective and existing partners, customers as well as investors for Exhibition Stands.
But, many exhibitors fail to make the right choices when it comes to their marketing strategies. These errors undermine the impact of their booth and harm brand perception.
Being an expert custom stand builder who has helped countless businesses optimize their trade show strategies over the years.We’ve discovered the Top 7 most frequent mistakes made while promoting an exhibition Stands. Making sure to avoid these mistakes can help take your efforts at a trade show to a new stage.
Not Having a Clear Objective for Exhibition Stands
The most common mistake that companies commit is not having clearly defined goals and goals to their participation in trade shows prior to the event. If you don’t know what you want to accomplish from the event in terms of sales, leads awareness etc. it’s impossible to know whether the investment was beneficial for you.
Exhibition Stands builders should be in close contact with customers to determine their goals and then design the booth experience to meet those goals. Customize messaging, content giveaways, promotions, and other elements to support your stated goals.
Lacking Branding Consistency
There are many exhibition stands contractors that do not ensure the sameness between their trade show branding and their overall brand. The colors, logos, messaging and other branding elements aren’t aligned, causing confusion for attendees and reducing their impact.
Everything from the signage to the promotional material must portray your brand’s image in a manner that is immediately recognized. Visitors must be able discover more about a brand from its exhibitor presence alone.
Forgetting to Include Contact Information
A lot of booths fail to meet the essential aspect of clearly showing clear and extensive information on the signage and other giveaways. Visitors who are able to connect with a company on the floor will instantly be disinterested if they are unable to quickly get follow-up details.
Make sure to include the URL of your website, phone number, email address, and social media profiles on every piece of collateral. Also, keep QR codes in place for fast and seamless capture of contact information using mobile devices.
Not Having Enough Staff/Demo Stations
A booth that is not well-staffed is a major reason for low attendance at trade exhibitions. Lack of representatives is a major reason why they are not able to communicate with, instruct potential customers or attract them in large numbers. Furthermore, product demonstrations that take a long time to wait for can frustrate customers who are waiting for a demo.
Booth builders must consider the expected volume of traffic into their capacity and design to have a variety of demo areas. Exhibits that are popular require additional staff to manage crowds efficiently.
Failing to Draw Visitors In
A static, dull Exhibition Stand Design devoid of attraction points leaves no reason for the attendees to stay. Inattention to the importance of engagement is among the biggest errors made. Make sure to incorporate compelling demos, giveaways, interactive displays, interactive multimedia and games into your design in order to draw visitors into the experience.
Use banners, signs and staffers to greet guests who come in. Fun activities will keep you entertained throughout the day instead of a few minutes of inactivity.
Neglecting to Follow Up Afterwards
However successful the initial booth conversations appear, the real test is following the event in follow-up messages. Failure to quickly collect high-quality leads from potential customers and turn them over to sales quickly after the event is an enormous missed opportunity.
Booth builders must implement methods to efficiently transfer valuable contact information. Also, contacting them one or two weeks later with personalized emails, phone calls and offers continue the relationship that began during the trade show.
Not Having Promotional Items Ready
The giveaways branded with company information are a great way to attract visitors and act as a continuing marketing posts-show. Many booths, however, have a shortage of promotional merchandise during the event, or do not start with sufficient quantities.
Exhibition Stand Design Companies should evaluate the expected traffic and create an extensive selection of varied quality, top-quality items that visitors would like to keep. Give away gifts throughout the day, rather than hoarding stocks. The excitement around giveaways draws the attention of passersby as well.
Avoiding these common pitfalls, Stand builders at trade shows allow sponsors to make maximum value from their marketing budgets. With a well-defined plan, a thorough strategy and meticulous execution, smart exhibitors such as they can turn trade show participation into valuable opportunities for brand and customer acquisition opportunities.
