Not everyone is perfect, it can be hard at your first few events to get absolutely everything right, it takes a while to learn what works and what doesn’t for your business while at trade shows. However some mistakes are completely avoidable before you even turn up to the event, so here are five crucial things to avoid, so you don’t make costly mistakes.
Having A Cluttered Trade Show Design
It takes a relatively short amount of time to catch someone’s eye when you are at a tradeshow. Some say you have as little as 5 seconds to fully grab the attention of one of the attendees at any given event. From this 5 seconds, someone needs to see what your business is about, what you do, how you run your company and most importantly any information you want someone to see should be immediately visible within those 5 seconds. It’s true what they say: first impressions do count!
Being creative with your design is crucial to ensuring that you stand out from the rest of the exhibitors and more importantly give people that urge to check your stand out and see what you are doing at the event. Some things to avoid are mismatching of colours, overload of text that can’t be read easily either because of the font choice or its position on your stand.
Focusing on quantity of leads
We all know that one of the main benefits of trade shows and events is to get leads and build relationships, however focusing on the number of these that you get rather than how helpful they are going to be to your business is a crucial mistake that many people make. Many act as though it is a race to talk to as many people as they can, rather than giving fewer people more attention and the time to talk to and build some real relationships that add value to your business.
Forgetting Social Media
This is one massive mistake that many make! It’s easy to turn up to an event and be completely engrossed with the people actually at the event, effectively forgetting everyone that couldn’t make it in person.. For businesses that have an engaged audience this is a massive mistake, believe it or not, people will still discover your business while you are away, people will still want to engage with you, and without you posting anything this will all go to waste.
Ignoring Your Leads
This is a mistake that many have made in the past… You spend all of the time and money at events to ensure that you get all the data you need. Make sure you have people to follow up on and build vital connections. To completely ignore them following your event is a massive mistake! The best thing to do,with the leads that you gain after the event, is to send them a message or something personalised, this starts a conversation with them and shows them that the information they gave away is not just a waste of time.
Having Untrained Staff
At an event the people that showgoers will be interacting with is the people that are on your stand for the whole day, this means your staff are crucial to your success at a show. All of your team should know your product or services inside out; this ensures that they can answer confidently any questions that someone may have, guaranteeing to the attendee that you are the expert you claim to be..
If a competing company has staff that don’t do this, then you instantly have one up on them, people going away from the show will have a much better first impression of your business.
Additionally, there are a few things that employees may find themselves doing that is completely inappropriate for the trade show floor, some to look out for are; using their mobile phone, eating, ignoring attendees walking past, not wearing the appropriate clothing etc. Do all that you can to monitor these and put a stop or find a better alternative – for example shifts at lunch times to make sure someone is always available to speak.