All exhibitors, large and small, want their trade show experience to be hassle-free and achieve a significant return on investment (ROI). Let’s take a look at some common mistakes some exhibitors make, whether they’re show-savvy or just exhibiting for the first time.

No specific game plan

Having a solid game plan when planning your exhibit is a must when it comes to event marketing. When asked why you are exhibiting at a trade show, many respondents will simply say “to increase sales” or “get more sales leads.” While these goals may coincide with your overall marketing strategy, a detailed plan of attack is needed when converting your strategy to a 3D face-to-face environment. This is where a competent trade show planning design and build company can help and make the difference from a bad exhibit experience to a good exhibit experience. A smart business event planner will ask you what you want to accomplish with your next show and specifically design a branded space environment for you that really works. But that’s just the beginning.

No pre-show marketing or PR

Wow, this is important! The strategic and effective promotion of events can be the the majority important to keep in mind when planning an exhibition. Contact your clients to see if they are attending a show. Hire a public relations firm (if possible) to spread the word about your company to educate the press on new, current or potential products and services. Consider sending pre-show emails to potential and current customers (direct mail can be expensive), issue pre-show press releases, and consider show sponsorships or show home page advertising to generate brand recognition before the fair. Your budget will dictate exactly what’s feasible, but the importance of pre-show marketing and public relations to exhibitor success cannot be stressed enough.

Booth staff training

Training of your stand staff prior to the program ensures that everyone understands the mission, that everyone knows their role, and that everyone gets their questions answered. While your employees may be aware of your company’s products or services, it can be a whole new ballgame when it comes to representing your brand through a trade display.

Think of a trade show like a job interview. Each visitor to your stand is deciding whether to hire you (or not). Lack of preparation can cost you sales and therefore lower your ROI. Remember the 80/20 rule. Listen 80% of the time and you talk 20% of the time.