The Top Trade Show Display Mistakes To Avoid

Attending a trade show is a unique marketing opportunity that any business should try. However, marketing at trade shows and conventions is quite different from many other forms of marketing. Keep reading to learn more about the most common trade show display mistakes to avoid. These errors beginners commonly make, but with some planning and preparation, you can create a stellar convention display without any issues.

Don’t Overcrowd Your Signage

During the booth design process, you might want to include every detail about your business. However, overcrowding your signage and displays with too much text can overwhelm passersby instead of informing them. Instead of packing all the information you can into your display, focus on ways to make your exhibit stand out overall. Once you have garnered passing attendees’ attention, you can naturally present them with more information about your products and services.

Not Engaging Attendees

An eye-catching booth design helps attract attendees to your displays, but keeping them there to learn about your products is another challenge. You could lose potential customers if your booth design doesn’t incorporate engaging elements. Create an exciting and interactive exhibit with video displays, touch screens, product trials, and more. These interactive elements will help your booth stand out while keeping leads engaged and interested in your brand's offerings.
 
Another way in which you can keep exhibition attendees engaged is by offering promotional products. A pen, powerbank, or item of clothing equipped with your logo, brand colours, or slogan will not only encourage people to visit your booth - after all, who doesn't love a freebie? - it will also keep them talking about your brand and business during and after the show. At their most basic, promotional products emblazoned with your brand name work as "free" marketing. Who knows, maybe one of the people who takes a free pen from your booth on show day may, in the future, pick up that pen, visit your website, schedule a meeting, and then, one day, become your biggest and most loyal client. 

Not Bringing a Team

Managing a booth as a one-person team can be exceedingly difficult during a trade show, especially during larger events. Being the only person there to run your booth also keeps you chained to your exhibit, which prevents you from networking with other industry figures across the show floor. Instead, consider bringing a team of your business’s best staff and employees who are most experienced in customer service. If you have limited staff or they can’t make it, you can also consider hiring a booth management service to help you greet attendees and watch your booth while you focus on networking elsewhere. At the very least, you'll need someone to help carry, build and dismantle your exhibit. You can use trade show crates for protection and ease of transport, but carrying crates through car parks and across large show floors is definitely not a one-person job!

Now that you know some of the most common trade show display mistakes beginners make, you can avoid them and create a captivating display instead.