The biggest exhibitors or the biggest booths can fail to make the right impression or attract the expected number of visitors at a show, while the underdogs make it big. So what possibly turns the tables for them? Well, they do not commit the same mistakes that some of the big ones do, and in fact, make far better choices. In short, they know what to avoid. Here’s what they let go of:
Trying to be everywhere
In an ideal world, the exhibitors should be able to participate in every possible show, but that’s not how it works. They must choose. Trade shows warrant a lot:
– There is the setting of objectives
– Then the exhibitors need to select and train the booth staff
– There are design elements involved
– Purchases have to be made
– Installation, dismantling, and shipping have to be taken care of
– Leads have to be followed and eventually converted
– The results must be measured against the metric in use
Phew! Those who succeed at trade shows know where to draw the line. Over the years, they have realized that they can’t commit to every other show, especially if they lack the time and the resources to do it right. They know that mere participation won’t get them anything and that in the end, they’ll simply be wasting the investment made.
Undermining the importance of communication
If the sales and marketing departments don’t get a chance to communicate, there are likely to be quite a few goof-ups at the booth. Good exhibitors know that they have to keep the lines of communication open. They make sure that the right questions are answered by the right people well in time, so as to avoid any last-minute chaos;
– What kind of information should be fetched from the booth visitors?
– What kind of branding techniques are to be used?
– Is there a plan of action that could be referred to, when the leads are followed up?
– Who would all make excellent booth staffers?
It’s only when they have the answers that they go any further.
Letting price become the deciding factor
Exhibitors often have budgetary constraints; while some use these constraints as a shield of sorts, justifying their choice of vendors and materials, others understand the added value that the expensive ones may bring along. They are thoughtful enough to take into consideration the amount of time saved, the number and kind of problems solved, quality, and more importantly, the results generated. These are the exhibitors who succeed because they know their choice shouldn’t be based solely on price.
Making assumptions about everything
It’s easy for anyone to be assumptive; exhibitors and trade show participants are no different. Many tend to assume that:
– The leads are being followed up, and don’t bother to check if there are any real-time conversions
– The audience already knows about the show and is aware that their company is participating, and that there is no need for promotion
– Every newfangled technology, including virtual reality and live streaming, works for every booth and in every setting
– It is important to offer an unusual, unconventional giveaway, even if it is of no use to the recipients and is merely a liability in terms of the company’s investment
– Everything can be fitted into the booth, every product should be displayed, and every possible activity should be done
– If some marketing ideas worked at a previous show, they’ll do wonders for the next one as well
An “ordinary” exhibitor can always be “extraordinary” and the ones who have already hit the mark did nothing different, except for saying no when they should have.