We work with many companies who are seeing great results from their trade show marketing.  However, there are many mistakes that people make that can affect the results you get from exhibiting at any show.  We have listed our top 5 to watch out for:

 

  1. Plan Ahead.

    Some companies plan a year ahead, but if you have a smaller stand then perhaps you might not need to.  But you will need plenty of time to make sure that you have the right staff on board, all your marketing materials printed and that you have conducted an analysis of who you are going to target and how.

  2. Pre Show Marketing.

    Make sure your customers know where you can be found at the show and make appointments with key prospects.  You don’t want an empty stand, so a steady stream of pre arranged visitors will make your stand look popular and attract new prospects too.

  3. Cutting budgets when exhibiting.

    Unfortunately, the marketing budget is always the first to get adjusted when cash flow is tight.  But those extra few pounds spent to make your stand stand out from the crowd when exhibiting will be worth it.  Especially when you think that you have a couple of days each year, when all of your existing and potential clients are in one room looking for new suppliers.

  4. Staff Training.

    Make sure you send your best sales staff and that you have developed a great process for capturing those important leads when exhibiting.  Set some goals, whether to make a follow up appointment or actually taking orders on the day.

  5. Follow up.

    Post show marketing is just as important.  Make sure you store all contact details in your CRM and have a follow up process in place straight away.  You don’t want to let those hard earned leads go cold now do you.

 

The Black Pear helps companies all over the world exhibit to their best advantage.  Contact us at info@theblackpear.com to discuss how we can help you too.