Marketing Tips

Common Exhibiting Mistakes - At The Show

By: Susan A. Friedmann, CSP, The Tradeshow Coach

The following are the most common mistakes exhibitors make at-show. If we are aware of the pitfalls that can occur, there is a better chance we can avoid errors that, more often than not, can be fairly costly.

Ignoring visitors' needs.
Often staff members feel compelled to give the visitor as much information as possible. They fail to ask about real needs and interest in the product/service. They lack questioning skills and often miss important qualifying information. Pre-show preparation and training is the key.
Handing out literature and premiums.
Staff members, who are unsure of what to do in the booth environment or feel uncomfortable talking to strangers, end up handing out literature or giveaway items just to keep occupied. Literature acts as a barrier to conversation and chances are, will be discarded at the first opportunity. It is vital that people chosen to represent the organization enjoy interacting with strangers and know what is expected of them in the booth environment.
Being unfamiliar with demonstrations.
Many times staffers show up for duty only to discover they are totally unfamiliar with booth demonstrations. Communicate with your team members before the show and ensure that demonstrators know what is being presented, are familiar with the equipment and how to conduct the assigned demonstrations.
Overcrowding the booth with company representatives.
Companies often send several representatives to major industry shows to gather competitive and general/specific industry information. These people feel compelled to gather at the company booth not only outnumbering visitors, but also monopolizing staffers time and restricting visitor interaction. Have strict rules regarding employees visiting the show and insist staffers not scheduled for booth duty stay away until their assigned time. Company executives are often the worst offenders. Assign specific tasks to avoid them fumbling around the booth.

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