6 OF THE WORST TRADE SHOW MARKETING MISTAKES TO AVOID
Trade shows and conferences are still an important part of most business marketing plans, taking up a big part of the marketing budget because they are the most expensive way to get new leads.
How can you make sure the time and money you spend on trade show marketing is worth it? Here are 6 of the worst trade show mistakes to avoid for sponsors and exhibitors:
1. Poor Pre-Show Marketing
Some companies think the work starts when they arrive at the conference to set up their booth, but this can hurt their trade show return on investment. Smart companies begin marketing to attendees before the conference through email, direct mail, social media, and personal sales efforts to set up meetings at the event.
2. A Boring Booth
Trade show exhibit halls are meant for interactive experiences. If you only have a backdrop and brochures on your table, your booth will underperform. Use your pre-show marketing and the booth itself to create activities that attract people, such as games, demonstrations, or interactive elements.
3. A Overly Busy Booth
The opposite of over-simplifying is cluttering your booth with too much stuff. First, determine the goal of your booth display. Then decide how to convey that message with the fewest words and images possible. Aim for big statements, not detailed paragraphs—save those for brochure handouts. Think of your backdrop as a billboard; it should clearly communicate a headline that opens a dialogue. One booth, for example, used an interactive poll with tubes full of M&M candies, asking attendees a question and sparking conversations naturally.
4. Missing Opportunities for Relationship Building
One unique benefit of trade shows is the ability to meet your prospects face-to-face. Make the most of this opportunity. Don’t just shuttle between your booth and your hotel room. Explore the conference center, attend sessions and participate in bars and networking events. If possible, arrange a dinner or breakfast and invite your current clients and top prospects to join you.
5. Forgetting to Collect Data
You need to return home with something to show for all the money spent, so be sure to collect contact information for follow-up. People are unlikely to give you their information without receiving something of value in return.Â
6. Lazy Follow-Up
It’s a sad but true fact that most trade show leads are never followed up on after the conference ends. For attendees, vendors they met become “out of sight, out of mind” once they return home. To avoid this, have a post-show marketing strategy that mirrors your pre-show efforts, including email, direct mail, social media and individual sales outreach to set follow-up meetings.
If your trade show marketing efforts are falling short, it might be time to try a new strategy. For more fresh ideas, contact us.
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ONE STEP PRINT LLP
6 OF THE WORST TRADE SHOW MARKETING MISTAKES TO AVOID
Trade shows and conferences are still an important part of most business marketing plans, taking up a big part of the marketing budget because they are the most expensive way to get new leads.
How can you make sure the time and money you spend on trade show marketing is worth it? Here are 6 of the worst trade show mistakes to avoid for sponsors and exhibitors:
1. Poor Pre-Show Marketing
Some companies think the work starts when they arrive at the conference to set up their booth, but this can hurt their trade show return on investment. Smart companies begin marketing to attendees before the conference through email, direct mail, social media, and personal sales efforts to set up meetings at the event.
2. A Boring Booth
Trade show exhibit halls are meant for interactive experiences. If you only have a backdrop and brochures on your table, your booth will underperform. Use your pre-show marketing and the booth itself to create activities that attract people, such as games, demonstrations, or interactive elements.
3. A Overly Busy Booth
The opposite of over-simplifying is cluttering your booth with too much stuff. First, determine the goal of your booth display. Then decide how to convey that message with the fewest words and images possible. Aim for big statements, not detailed paragraphs—save those for brochure handouts. Think of your backdrop as a billboard; it should clearly communicate a headline that opens a dialogue. One booth, for example, used an interactive poll with tubes full of M&M candies, asking attendees a question and sparking conversations naturally.
4. Missing Opportunities for Relationship Building
One unique benefit of trade shows is the ability to meet your prospects face-to-face. Make the most of this opportunity. Don’t just shuttle between your booth and your hotel room. Explore the conference center, attend sessions and participate in bars and networking events. If possible, arrange a dinner or breakfast and invite your current clients and top prospects to join you.
5. Forgetting to Collect Data
You need to return home with something to show for all the money spent, so be sure to collect contact information for follow-up. People are unlikely to give you their information without receiving something of value in return.Â
6. Lazy Follow-Up
It’s a sad but true fact that most trade show leads are never followed up on after the conference ends. For attendees, vendors they met become “out of sight, out of mind” once they return home. To avoid this, have a post-show marketing strategy that mirrors your pre-show efforts, including email, direct mail, social media and individual sales outreach to set follow-up meetings.
If your trade show marketing efforts are falling short, it might be time to try a new strategy. For more fresh ideas, contact us.
