With all that needs to take place to carry out a trade event successfully, it is common for exhibitors to overlook things and make mistakes. By going over some of the most common errors made when planning, attending, and dealing with the aftermath of trade show stands, booth staff and exhibitors can avoid the headaches that might come from approaching these events ill-prepared.
Before The Big Day
There are many important steps to take before the event begins. If you are the head of the team, take the time to properly prepare the trade show stands' staff. The people your company chooses to represent it need, of course, to be well trained. Make sure they know about the goals of the event and what is expected of them. Know what your company wants to accomplish with its trade show displays. Develop marketing objectives and stick to them.
Be sure to read the exhibitor manual. This highly valuable document serves as a reference and contains schedules, contractor information, floor plans, and more. Knowing about these details can save you time on the big day and prevent hassles from occurring.
At Your Trade Show Stands
Throughout the entire process of running successful trade show displays, preparation is key. Be sure the team members are familiar with how to conduct product demonstrations. Not knowing how to demonstrate what the company is offering will obviously look very bad. The booth staff should know enough about the company and be comfortable enough with talking to people that they do not have to rely on just handing out literature. While brochures and pamphlets explaining your business are great, the staff also needs to ask open-ended questions of booth visitors and engage them in conversation.
Don't overlook the needs of the attendees. Often, event staff will just go ahead with a standard sales pitch, and this should be avoided. Answer their questions, listen attentively, and follow up. Also, don't have the company send too many representatives to its trade show stands. An overcrowded booth can scare attendees away because of staffers chatting with each other or simply overpowering the numbers of visitors.
After The Show
The most important thing for businesses to do after they have hosted their trade show displays is to follow up with leads! It sounds simple, but there are often problems with people not following up quickly enough. If leads are left too long without being dealt with, they can go cold. Make sure your business has a policy with how leads will be handled - decide who will primarily deal with them and give them a timeline.
Also, have someone in charge of evaluating the event in its entirety. Your company should decide if it is worth setting up more trade show stands there in the future. Additionally, you will be able to alter some things and make improvements to ensure that future events are even more successful.
Companies that follow these tips can avoid making the common mistakes that occur at so many trade show displays. Be diligent and prepared before, during, and afterward for greater success with these events.