For most companies, industry events are a big expense. Attending a show requires lots of planning, money to create the display materials like custom logo tablecloths, and then the employees that have to be taken away from their desks to staff the booth. However, these events are the best way to get your product or service in front of a lot of people at one time, so it’s often worth the effort. To make sure that your time and money aren’t wasted, there are some common mistakes you’ll want to be sure to avoid.
Ignoring Show Rules
You’ll want to make sure that you familiarize yourself with show rules. Depending on the sponsors and organizers, there may be certain guidelines about what equipment is available, what equipment you’re allowed to bring, how large your display materials can be, and what, if anything, you’re allowed to give out to attendees. If you fail to read over these rules, you may arrive at the show only to find out that a major element of your marketing strategy has to remain in the hotel room.
Over- Or Under-Staffing Your Booth
You’ll want to make sure that you bring the correct number of employees to staff your booth. There are drawbacks to having too few people, just as there are drawbacks to having too many people. If there’s only one or two people in your booth, it’s easy to get overwhelmed during rush periods, which means sacrificing leads. If there are tons of employees in your booth at all times, people may be too intimidated to stop by and strike up a conversation.
Using Low-Quality Materials
You’ll want to avoid is bringing display materials that have typos in them. Nothing shoots your credibility in the foot faster than a big, fat error on your custom printed tablecloth. It seems obvious, but you’d be surprised how many people show up to their first show with error-riddled materials. Take the time, and money if necessary, to make sure everything is perfect.
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