The Top 10 Common Exhibit Marketing Mistakes
& Tips on How to Avoid Them

The key to great exhibiting is marketing. But marketing is an inexact science that leaves room for a multitude of errors. The following are 10 of the most common marketing mistakes that exhibitors make. Learn to avoid them and you will increase your chances for a successful trade show.

1. Have a proper exhibit marketing plan.

Have both a strategic exhibit marketing and tactical plan of action as a critical starting point. There must be alignment between the strategic marketing and your exhibit marketing plan. Trade shows should not be a stand-alone venture. Know and understand exactly what you wish to achieve - increase market share with existing users; introduce new products/services into existing markets or into new markets; or introduce new products/services into new markets. Build on this nucleus.

2. Have a well-defined promotional plan.

A significant part of your marketing is promotion: pre-show, at-show and post-show. Budget plays a major role in deciding what and how much promotional activity is possible. Know who you want to target and consider having different promotional programs aimed at the different groups. Include direct mail, broadcast faxes, advertising, PR, sponsorship, and the Internet as possible ways to reach your target audience.

3. Use direct mail effectively.

From postcards to multi-piece mailings, attendees are deluged with invitations to visit booths. To target the people you want to visit your booth, use your own list of customers and prospects - it's the best one available. Design a piece that is benefit-oriented and makes an impact. Mail three pieces at regular intervals prior to the show, starting about four weeks out. Wherever possible, use first-class mail. There's nothing worse than a mailing that arrives after the show is over.

4. Give visitors an incentive to visit your booth.

With a hall overflowing with fascinating products/services, combined with time constraints, people need an incentive to visit your booth. First and foremost their interest is in "what's new!" They are eager to learn about the latest technologies, new applications, or anything that will help save them time and/or money. Even if you don't have a new product/service to introduce, think about a new angle to promote your offerings.

5. Have giveaways that work.

Your giveaway items should be designed to increase your memorability, communicate, motivate, promote or increase recognition of your company. Developing a dynamite giveaway takes thought and creativity. Consider what your target audience wants, what will help them do their job better, what they can't get elsewhere, what is product/service related and educational. Think about having different gifts for different types of visitors. Use your website to make an offer for visitors to collect important information, such as an executive report, when they visit your booth. Use giveaways as a reward or token of appreciation for visitors participating in a demonstration, presentation or contest, or as a thank-you for qualifying information about specific needs etc.

6. Use press relations effectively.

Before the show, ask show management for a comprehensive media list, and find out which publications are planning a special show edition. Send out newsworthy press releases focusing on what's new about your product/service, or highlighting a new application or market venture. Compile press kits for the press office that include information about industry trends, statistics, new technology or production information. Also include good product photos and key company contacts. Have staff members at the booth who are specifically assigned to interact with the media.

7. Differentiate your products/services.

With shows that attract hundreds of exhibitors, there are very few that seem to "stand out from the crowd." Since memorability is an integral part of a visitor's show experience, you should consider what makes you different and why a prospect should buy from you. This is of particular concern with generic products in your industry. Every aspect of your exhibit marketing plan, including your promotions, your booth and your people should be aimed at making an impact and creating curiosity.

8. Use the booth as an effective marketing tool.

Your exhibit makes a strong statement about who your company is, what you do and how you do it. The purpose of your exhibit is to attract visitors. In addition to it being an open, welcoming and friendly space, there needs to be a focal point and a strong key message that communicates a significant benefit. Opt for large graphics rather than reams of copy. Pictures paint a thousand words while few visitors take the time to read. Your presentations or demonstrations are a critical part of your exhibit marketing. Create an experience that allows visitors to use as many of their senses as possible. This will help to enhance memorability.

9. Realize that your people are your marketing team.

Your people are your ambassadors, so choose them well. Brief them beforehand and make sure that they know why you are exhibiting, what you are exhibiting and what you expect from them. Exhibit staff training is essential for a unified and professional image. Make sure that they sell instead of tell, don't try to do too much, understand visitor needs, don't spend too much time, and know how to close the interaction with a commitment to follow up. Avoid overcrowding the booth with company representatives. Have strict rules regarding employees visiting the show and insist staffers not scheduled for booth duty stay away until their assigned time. Assign specific tasks for company executives working the show.

10. Follow up promptly.

The best time to plan for follow-up is before the show. Show leads often take second place to other management activities that occur after being out-of-the-office for several days. The longer leads are left unattended, the colder and more mediocre they become. It is to your advantage to develop an organized, systematic approach to follow-up. Establish a lead handling system, set timelines for follow-up, use a computerized database for tracking, make sales representatives accountable for leads given to them, and then measure your results.

About the Submitter:

This piece was originally submitted by Susan Friedmann, CSP, The Trade Show Coach, who can be reached at info@thetradeshowcoach.com, or visited on the or visited on the web.

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