What really matters at a Trade Show Exhibition?

Why do you participate in a trade show?

 

The reasons could be numerous!

It could be to get more business, display new product lines or to reach out to customers. The purpose behind your exhibiting is certain, and yet, there are 7 deadly sins that could prevent you from doing precisely that –

1. 1. Big Bright Shiny Objects (BSO) – In your industry trade show, a thoughtfully curated gift could quite possibly end up on some subordinate’s table or in the bin! To avoid this, its best to make sure that the money being spent is bringing in some value to the potential customers. You can hire a bigger stall and offer your visitors a seat, some water and a smile!
   2. Over-displaying? What do you do best? Showcase that! Make sure you showcase your core strength and not everything you manufacture because then, you become one of the many and get lost in the noise. Instead, exhibit your main revenue earners, and maybe an innovation that could benefit your customers and their customers.
   3. Inefficient branding – do people have to crane their necks to see your company name on a small panel at the top? Do they have to walk in and ask you what your work is all about? It’s always good to give your prospects a clear idea of who you are, and what you stand for, don’t make them guess or squint. Your brand identity allows you to attract the customers you want, those that share the same values, and may help you to make the sales process much easier.
   4. Information Overload – Is there too much information on the panels you put up? Is it costing you your footfall by the amount of time people are taking to read them? How long do you want them to block the area in front of one panel? And even if it is required, try to motivate them (through the panels) to ask for more information. This curiosity opens up opportunities for one-on-ones which can be very lucrative.
   5. Untrained Hosts – a trained, courteous and attentive team is an absolute must. Most companies have people manning the stalls who have no idea of the product, are from a different department or are hostesses who have no interest whatsoever in the company, and it shows. These people are almost always on their phones. Avoid such people.
   6. Missing salespeople – they are absolutely essential to close the deal! In larger stalls, a prospect who has a definite interest should be introduced to your best closers, to ensure you get a return on your considerable investment in participating in that trade show. Just a collection of visiting cards and data is not enough.
   7. Unavailability of owner or boss who is not present, and is also not ensuring that the staff is taken care of – meals and timely bio breaks are a must. Energy levels flag during a show – 3 to 5 days of gruelling work – these, your frontliners need to be looked after. And if you do that by example, they will ensure you get the results you are looking for!

Trade shows are manned by people, and people visit – traveling far from home, walking in the exhibition area for days, often with a specific agenda in mind. Be sensitive to their problems and their requirements, and you will have closed the loop that started you on this journey of participating in a trade show.