There are plenty of reasons to exhibit at a trade show. Your company may decide to attend due to its past trade show success, or because the company would like to maintain its image as a market leader with an extravagant display. But typically, companies attend trade shows to gain new leads.

Attaining leads is a relatively easy proposition but attaining viable leads has proven to be much more challenging. Making sure that your trade show presence is a truly positive experience, and well worth the time and money invested, is critical, so it’s imperative to get the best ROI by avoiding the most common rookie mistakes made.

Location, location, location

The location of your booth can be more important than its relative size. Big companies have big booths, that’s how it generally works. To be competitive, your job is to secure a high traffic location.  If your booth is in a darkened rear corner of the show, you may have a tough time generating interest since foot traffic will be lighter and most show attractions will be focused at the show entrance.

White floor? No way!

Many exhibitors lay down crisp, clean, very white flooring.  Although you may think that this is a good choice, you may want to think twice.  It’s been reported that people tend to avoid stepping onto white flooring and subconsciously find it intimidating. Keep to darker flooring materials if possible.

Hone in on only a few key messages

Providing too much information on or around your display space will produce a bit of information overload and cause attendees to just walk on by. Position your primary signage message ‘front and center’ and limit your secondary messages to smaller display spaces or even just on take-away literature. Take some time to think about what your key message should be, such as a limited-time show special, and make sure it’s predominantly visible.

Make room for storage

Even if the display space is small, every display needs somewhere to put miscellaneous stuff like marketing materials, an umbrella or jacket, or even show prizes. It’s important to keep your exhibit space clean, clutter-free and inviting so that people feel welcome. The messier it seems, the less likely it is to draw people in.

Make magic happen

Keep attendees interested. Schedule presentations with live presenters to help form a crowd around your booth. This does require the utilization of presenters with good knowledge of your product or service, and of course a great personality. Have them engage with attendees, and possibly hand out swag, to keep interest high.

Provide staff breaks

Tired and dispirited staff who are just waiting to pounce on any passer-by is a big turnoff. If the show attendance hits a lull, give your staff a break – they can probably use one by now. Keep one or two reps at the booth in case someone comes by to chat, but you should avoid having a booth full of staff with no one to talk to.

Giveaways

While pens, carry bags, and magnets are a great way to increase trade show display traffic, they often attract more people looking to go home with a bunch of free stuff rather than viable potential clients, and can quickly lower your overall ROI. Unless your main intent is to build your mailing list, avoid giving something to everyone who stops by your booth. Instead, create a few valuable giveaways and give booth staff the option of handing them to viable leads only.

Trade shows can be a valuable marketing tool, especially when they are specific to your niche market. Just be clear on your objectives, curb your spending, stay focused on your goal, and watch your efforts pay off.