Five Trade Show Display Mistakes To Avoid
These five common trade show display mistakes can negatively affect your success at trade shows. Learn how to avoid mistakes with your trade show exhibits from a leader in trade show displays.
A great trade show exhibit can generate leads, create buzz about your products or services, and make a favorable impression on potential customers. Unfortunately, the opposite is also true; a poorly designed or executed trade show display can tarnish your company's image and turn potential clients off. There are five common mistakes that can negatively impact trade show exhibits. Understanding what they are and how to avoid them can improve your company's performance at future conventions.
1. An Undersized Trade Show Display
If you're new to conventions or shows in general, you may make the mistake of going too small while you test the waters. When you're competing with other exhibits, you need to invest in a decent sized exhibit in order to stand your ground and not be completely lost amidst the countless other exhibitors on the floor. It's easy to be overlooked when the scale of your display is too small. Having an undersized display can also demote your booth to the fringes of the exhibit floor, where traffic is lighter and there is less opportunity to connect with potential clients. You should be able to compete with at least some of your competitors in terms of size. Being the smallest exhibitor among peers and competitors never makes a good impression.
2. Oversized Trade Show Exhibits
Although it's a mistake to minimize your trade show display, going too far in the other direction can also sabotage your convention success. Renting or buying enormous exhibit components may result in you not being able to use them in some venues. If you want to participate in smaller conventions or shows, be sure you know the maximum size restrictions and buy accordingly.
If you're investing in your first trade show display, don't buy a complete set of oversized elements until you're sure they will work for you. Seasoned exhibitors will tell you that you'll discover elements that just don't work or need to be tweaked after you've been to a few shows. The larger and more rigid your exhibit, the more costly it will be to make changes. Test drive your display when you're starting out.
3. Cluttering Your Display Area
Visual clutter turns people off and can prevent convention visitors from stopping at your booth. Someone walking by dozens of convention exhibits isn't inclined to stop at every single display; he or she will be more likely to stop if your trade show display conveys your message clearly and concisely, preferably in five seconds or less. You should be able to communicate who you are, what you do, and how you're different in as few words as possible so that potential clients will be intrigued enough to slow down and learn more.
4. Neglecting Training
All of your employees may be familiar with your products or services, but that doesn't mean they can all communicate the advantages of your company effectively. Be sure they are trained in proper trade show display etiquette. They should know how to engage visitors with open-ended questions and how best to generate viable leads. They should also be able to answer any questions that might be asked.
5. Poor Organization
When you first assemble and stock your exhibit area, you probably take the time to polish all of the metal or glass elements, dust off tables and displays, and carefully organize and stack any promotional materials. Halfway through the first day, however, most trade show exhibits will be looking tired and disorganized. Brochures may be littering the table tops, the carpet may be getting grimy, and your booth staff may be looking a bit tired and unkempt. Don't let this happen! Make sure your team continues to maintain a neat and spotless exhibit. Keeping a small bottle of glass cleaner, some soft rags, and paper towels handy for quick touch-ups throughout the day will keep things looking fresh. Be sure you keep your brochures and hand-outs properly organized, and make sure everyone has a chance to freshen up throughout the day.
Your trade show display can be a vital weapon in your marketing arsenal if you know what you're doing. Keeping these five mistakes in mind will help you avoid them.
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ABOUT THE AUTHOR
Chris Harmen writes for Tradetec Skyline, a renowned company that rents and sells a full range of trade show exhibits in Chicago. Companies in the market for a Chicago trade show display know Tradetec Skyline offers outstanding customer service and support.