Why Most Trade Show Booths Fail (And How to Stand Out)
As a trade show consultant I see so many companies making the same huge mistakes over and over.
A recent client told me they were regularly investing just under $100k for each trade show they exhibited at, and they couldn’t point to any new business from it.
Turns out they were making the same mistakes that I see planners make time and time again.
Here are the top 5 that do the most damage to their bottom line:
- Lack of a coherent marketing plan for the weeks leading up to the show, at the show, and following the show.
- A assumption that their sales people are fantastic in sales conversations so they must be their best bet for generating leads in the booth.
- Believing that a gorgeous booth is enough to stop attendees in their tracks, bring them over, and want to learn more about the business.
- Missing the mark that product demos are not a proactive strategy for getting attendees to stop at the booth.
- Using giveaways to increase lead generation.
If you don’t see why these undermine success and you’re in charge of organizing your company’s exhibitions, then we have to talk before your next show.
I’ll explore these in more detail in the near future, but as we start looking to win big in 2025, we should talk sooner rather than later!
Oh, and if you don’t plan trade shows? How is this useful?
The One Big Secret™ is that the people responsible for planning the event are too close to their business to see it clearly.
How close are you to your problems? Too close? Maybe we should talk about getting you on the right track for 2025 and your big goals.
Click reply and say hi. I’m here.