Five Mistakes To Avoid With Trade Show Booths

Five Mistakes To Avoid With Trade Show Booths

Trade show booths at any event are usually competing with dozens, or even hundreds, of other displays. Be sure your booth is a stand-out in the crowd and that your employees are properly prepared to generate leads. Avoiding these five common mistakes is a step in the right direction.

Mistake 1: Utilizing Garish Or Silly Gimmicks

We've all seen those displays that have flashing lights, sirens, and promo girls to entice attendees. While those may have worked well a few years ago or in certain industries, they are seldom relevant or appropriate. In today's business economy, you want to be seen as serious about your products and services. Professional-looking trade show booths and knowledgeable staff are crucial.

Mistake 2: Using Techno-Speak And Catch Phrases

People don't want to hear tired catch phrases like 'thinking outside the box.' Reverting to slang or using catch phrases that have been overused makes booths for trade shows seem dated and out of touch. In most cases, techno-speak is also a bad idea. Don't use language in your display that only engineers will understand. After all, the majority of your potential customers are interested in the usefulness of your product or service; they don't need all the facts and figures. Exhibits with lots of technical jargon may seem intimidating, sending potential leads to competitors' trade show booths where they feel more comfortable with the language.

Mistake 3: Registering Late For The Event

The most desirable spaces at an exhibition go quickly. If you wait too long to decide which shows you'll be attending and when, you could end up with a small space in a poor location. A poor location equals poor traffic. You may also discover that the larger areas are all spoken for, forcing you to scale down to a smaller display. Trade show booths that are smaller and poorly located can give veteran attendees the impression that your company is disorganized or cheap.

Mistake 4: Sending Unqualified Employees

It's tempting to give your newest employees a brief training session and then expect them to man booths for trade shows, but it can be a costly mistake. In many cases, new, untried employees simply don't have the in-depth knowledge and experience to properly promote your brand identity or answer difficult questions. Send individuals who are thoroughly versed in your product or service to speak with potential customers. Their confidence and knowledge will speak volumes about your company.

Mistake 5: Overloading Your Trade Show Booths With Information

Putting too much text on your banners or other display elements simply clutters the look of booths for trade shows. The average length of time attendees will spend looking at individual displays before moving on is four seconds. You can't tell your company history in four seconds, and you shouldn't want to. Trade show booths should quickly grab visitors' attention and lure them into your booth to learn more. One of the most famous slogans for dairy products was short and sweet: 'Got Milk?' You don't have to pare down to just two words, but you do want to keep it precise and succinct.

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