10 reasons why your trade show was a failure
It is not a coincidence that your trade show did not generate the kind of results you expected. Trade shows are an effective way to activate a brand’ image in the market and they deliver excellent ROI if conducted correctly. If your last event wasn’t as successful, we give you 10 reasons why it went downhill and tips on how to get it right the next time.
Lack of predefined goals
Before participating in a trade show, have a clear objective. Once you are clear on what you need from the event, you subsequently get answers to where you should exhibit and what your marketing approach should be like.
Picking the wrong trade show
A good way to judge whether a trade show is suitable for your brand is by analyzing the companies and brands that are participating. If you see more than a couple tradeshow booths selling products similar to yours, it is a good sign. Another aspect should be target audience and what is the expected foot-fall. Consider your brand’s image and pick a trade show accordingly.
Underestimating marketing and promotions
If you want visibility for your product, you need to market your event. If you do not promote or advertise about your event, you won’t get many visitors. Advertising your event will bring in the crowd and promoting your brand in the event will ensure that the audience stops by at your tradeshow booth.
Substandard trade show booth design
Your trade show booth is the face of your brand at the event. If your trade show booth design doesn’t live up to your brand’s reputation then you cannot expect great results. A good tradeshow booth is a long term investment.
Lack of creativity
A little bit of creativity will take you a long way and make your tradeshow booth stand out in the crowd; be it adding interesting elements to your trade show booth design stand or investing in engaging souvenirs, if you failed to create an impact on the audience some way or the other, the audience is more likely to forget you as well.
It is great for business when more than expected clients show up at your tradeshow booth and it is rather unfortunate when the company isn’t prepared for it. Firstly it is important that your trade show booth design to be spacious and roomy. Second, you need to prep your staff for such events. The staff must attend every single person that shows up at your booth.
The staff at your trade show booth must be thorough professionals. Strictly prohibit eating and sitting around in the stall. Your tradeshow booth needs to look nothing less than a professional set up. If your staff is unprofessional and doesn’t pursue clients, your event is bound to fail.
There will be a lot of inquiry about your product at your booth. If your staff is dull or doesn’t have enough information about the brand, it will impact your sales. The staff at your booth must be well trained about your brand. A consumer has a short attention span and the salesperson needs to make the most of it.
Insufficient stock of giveaways
Get an estimate of the expected foot-fall at your tradeshow booth and stock up on materials like your brochures, catalogs, feedback forms or souvenirs. Always stock up on extra, the least you want is to send away clients empty handed from your tradeshow booth.
Failure to generate leads
Another reason to stock up on giveaways is to generate leads. Exhibitions are a great platform to generate leads and make new contacts. The leads you make at the event could be your potential client. If you do not make note of potential leads or you treat them offhandedly, you are losing out on major clients and customers. It is also crucial that you follow up on these leads.