6 Reasons Why Some Trade Show Fail.
Conventions and trade shows are great events where exhibitors have the opportunity to display or show their new product or just enhance their image. Some exhibitors get really disappointed about the results of their trade show and vow never to exhibit again. The reasons for this are simply. The returns were not what they expected. Many reasons can certainly contribute to this, but they can all be avoided.
I would say the number one reason for failure is that exhibitors do not do preshow marketing. Preshow marketing has to be done otherwise be prepared to just look to the show aisles for your client or potential client. When someone attends a trade show as an attendee, he already knows who or what he is looking for. Attendees just don’t enter the show not knowing or having any idea of what they are looking for. Preshow marketing helps one to learn about your product before they hit the show floor.
The next reason for failure is that your trade show booth is not up to par: You have to show up to a trade shows ready to do business. Your trade show booth should look the part. In other words make sure your booth is attractive and well suited for the environment. It should not just be attractive but it should attract attendees to your product.
Have promotional material handy. Never show up to any trade show without any promotional material. A business card will not do. Attendees want to see more on your product and services. You can have a DVD, brochure or leaflet. This should have not only information about your product, but it should have your contact information, phone number, website etc.
Reason four lack of a trained staff: You booth staff should be well groomed and product savvy. You should have a schedule clearly defining who is working the booth from what hour to what hour. They should be well versed to handle any sales questions that may come up.
Reason five you provided no giveaway item at the show: Believe it or not people like free things. Provide some sort of product giveaway that relates to your business. This helps the attendee remember your booth and most of all your company.
No follow up on show leads can also make a trade show event unsuccessful. Your attended the show to obtain leads and never follow it up. Follow up all leads in a timely manner. It makes no sense to go to the show and get leads and never follow them up
Remember failure to capitalize at a trade show simply means that you were not doing proper marketing. The biggest excuse I hear is that an exhibitor chose the wrong trade show to attend. I have one thing to say about that. Pepsi can exhibit at any show in the world, let?s say they are at the auto show are they out of place? They provide giveaways, marketing material, and other items. Do you think you will remember Pepsi? I say this to point out the fact that it was auto show, what do soda have to do with cars? Absolutely nothing, but you will remember that Pepsi was at the show