Successful trade show marketing requires time, dynamism, inventiveness, and a clean budget. Far too often, companies think “showing up” is the same as “showing off.” To reach your trade show goals, don’t miss these tips:
• The Three Second Rule: Does your exhibit communicate your key message(s) within three seconds? After three seconds, an attendee will move on to the next exhibit if your message does not capture his or her attention. Consider simple text and bold, significant graphics.
• Continuity and Branding = Memorability: Does the exhibit match your marketing materials? Too many messages, no matter how creative, creates confusion.
• Traffic Flow: What direction do attendees enter the show hall? Is there a natural traffic flow? Position your exhibit to take advantage of the traffic flow.
• Storage: Do you have adequate storage for literature, electronics, promotional incentives, briefcases, and portable shipping cases? Do you require secure storage for valuables during and throughout the show?
• Budget: Does the exhibit fit your short and long-term budget? If you spend too little, you may not reach all your marketing/sales goals. If you spend too much, you may be forced to curtail your trade show program just when it is making a difference.
Additionally here are a few reasons that companies fail to reach their trade show potential:
• Exhibit Marketing Plan: A weak or non-existent plan without stated goals and objectives.
• Pre-show Promotions: A casual attitude toward pre-show promotions. Well-designed promotions give attendees a reason to visit your booth.
• Branding: An ill-conceived exhibit identity and message, and an exhibit marketing message that doesn’t differentiate you from your competitors.
• Exhibit Design: An exhibit design that hinders effective client interaction (too noisy, too cluttered, too casual or too formal)
• Staffing: Poor booth staff etiquette that sends the wrong message to attendees and customers. Inappropriate etiquette is a common (and avoidable) mistake.
• Post Show Follow-up: Slow, ineffective, or nonexistent post-show follow-up with potential sales leads. This is why you came to the show; now is not the time to slack off.