Chris Harmen

3 Trade Show Display Mistakes You Can't Afford To Make

Rookie companies almost can't avoid making mistakes when they take their trade show display to an event. Learn about three common mistakes and why they can hurt your sales efforts. 

Taking trade show displays to an event is a lot of work. Many companies spend weeks or even months preparing for the event to ensure that it's a success. Coming back to the office with a stack of lead cards or even some new sales is why you're probably taking your trade show exhibits to an event in the first place, so take some time beforehand to make sure you're not making these common mistakes.

Mistake #1: Trade Show Displays With Boring Or Crowded Graphics

Yes, less is more, but that doesn't mean your trade show display graphics should be boring. There's a fine line between an exhibit that's crammed full of graphics and information and one that doesn't give event attendees the incentive to stop and take a look. Inspect your graphics with a critical eye to make sure you're not over or underwhelming your attendees.

Graphics that are too sparse don't inspire attendees to stop and look at your display. On the other hand, if your graphic panels are crammed full of information, a visitor's eyes could glaze over and they won't see a thing. Have you ever been faced with a large block of text without any paragraph breaks? It's human nature for a reader's eyes to go out of focus and skim everything on the page instead of reading even one word. Instead, work with a company that's known for creating trade show exhibits that inspire people to stop and learn about your products. A graphic artist is a great resource but, in this case, if his or her artistic experience isn't coupled with a solid marketing background, you should find someone new.

Mistake #2: Forgetting About Staffing

Staffing can make or break your trade show exhibits. If you have too many people standing around, your exhibit will seem unimportant, but if you don't have enough staff on hand, visitors will walk on by because they can't get anyone to take the time to talk to them. If you're attending your first event, you're probably confused as to how many people you should bring to the event. A good rule of thumb is to bring one person for every 50 feet of display space that you have. This can help ensure you're not over or under crowding your display.

Mistake #3: Not Setting Goals

You're not likely to get anything out of your trade show display if you don't have any goals or expectations. Before you go to the event, figure out what you want out of it. Sure, you want to increase sales, but your goals should be more specific than that. Set a number to determine how many leads you want to bring home, but remember that it's more important to bring back quality leads, rather than just getting anyone and everyone to sign up for your newsletter or fill-out a lead card. Qualifying your leads at the show will allow you to focus your sales efforts on companies that actively want your product or service, which can lead to less frustration and more profitable sales.

These are only three of the most common mistakes companies use when they take their trade show exhibits to an event. As you attend more marketing events, make a list of what works and what doesn't -- this can help you avoid repeating these mistakes in the future.

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