Exhibiting at trade show industry events can be an exceptional opportunity to market your business, products and services. Unfortunately, many of those exhibitors don’t make the most of their time and money on the trade show floor. With the amount of money invested into being part of a trade show expo, it’s important to get a positive return on the investment.
Here are three critical mistakes that businesses make and you need to avoid when planning a trade show marketing presence.
Ill-Equipped Sales Staff
Success depends on the employees working the trade show booth! The salespeople that perform the best are often the ones who know their product, and their sales pitches are second nature to them. With only a couple of minutes at the most to connect with potential customers, the sales team needs to effectively communicate the benefits, the value of what you’re offering.
It’s important to have a sales pitch prepared before stepping onto the exhibit floor. Staff needs to be polished in their presentations. Failing to do so is letting money walk away from your booth.
The way your sales staff present themselves at a trade show, how they look representing your business can be a major factor in whether people visit your booth or look the other way and keep walking. Body language affects other people’s perceptions of you. Looking down at the floor, standing with arms crossed or even sitting behind a table speaks volumes. You want people to remember you!
Greet people warmly as they walk up to your booth with a smile and if possible with a strong handshake. This will increase the likelihood that attendees will engage in a conversation as you’ve opened the door to communicate.
Poor Marketing Materials
Investing in trade show marketing is not cheap. It’s understandable that your budget might be tight. And while you might not need to buy a custom trade show display, you definitely don’t want to cut corners when it comes to your trade show booth and put up a generic pipe and drape looking backdrop.
A sharp, eye-catching trade show display is a great first impression for potential customers walking by. You want to entice visitors to stop. If you can’t attract people to look your direction, your ability to generate leads and sales will be affected.
Also, you never want to skimp on the sales collateral. Generic photocopying of marketing materials is the quickest way to see your papers in the trash. Your takeaway content should be well designed, with valuable information about your company, products and services. They should tie back to your sales pitch.
Event marketing trade shows are a great place to connect with potential customers. Maximizing your time and exposure on the expo floor is critical to success. Having a polished sales staff who are aware of their body language, working in a professionally designed trade show booth with branded sales collateral to give away to visitors sets your business up to have success.
If you’re having trouble with planning your next trade show, Nimlok has a great guide to put you on the path to success.