Many trade shows have a common theme that praises out-sized booths and exhibits that are boldest, brightest, and most distinctive. This strategy can prove disastrous for many companies. There are four major trade show mistakes that even the most experienced companies make time and again.
1. Mistaking Bigger For Better
Some companies believe that “go big or go home” is the best way to make their point. If you don’t have the correct elements like clear messaging and attractive graphics, then your large trade show exhibit could be a lot of nothing. If you are looking for a large, island-sized exhibit, think about how you will use it. The space might seem unfocused if it isn’t well-defined with explicit purposes (e.g., a place for clients to meet, a place where they can pick up printed materials from your company, or an area for information demonstrations). However, too much open, unoccupied space can make the room seem empty. Visitors may conclude that you have over-purchased space and that it is not possible to fill it in an efficient way. This could be taken as poor planning. You will be more positive if you have a smaller space that is purposeful, elegant and streamlined.
2. Installation of the Cluttered Trade Show
No matter how ample the space is or how much information you want to give out to your visitors, it is essential to be careful about how you distribute and present your flyers. Exhibitors often have difficulty placing their kiosks, tables and other elements. This can lead to a messy and difficult-to-use trade show setup. Avoid putting a large table in front of your booth. It will make it difficult for potential visitors to move around and may even block their ability to see your display. Reduce the amount of furniture in your tradeshow installation to the essentials. Your trade show setup should include information kiosks, small tables at the back, and a table for meetings. Too much clutter can make people feel overwhelmed and will cause them to leave the show floor. Toss any element that doesn’t serve a purpose.
3. Uncertain Messages
It can lead to confusion and clutter at your booth, which could also cause chaos in your message. Too many graphics and too much text can be distracting to the eyes. Remember that convention attendees will pay less than five seconds to your attention as they move from booth to booth. You must tell potential clients who you are, what your business is and what problem you can solve. Clients can request any additional information after the deal is closed. Do not try to overload your trade show booth with too many details. Make potential customers want more.
4. Neglecting Day-To-Day Cleanliness
Many installations will look professional and clean on the first day of an event. More than half the exhibits look worn and ragged by the end of the convention. The pamphlets are missing entirely or disorganized. Carpets are stained with drink stains and have sticky spots. Even staff look dishevelled. This should not happen to your tradeshow installation. It’s possible to make a big difference by taking just 15 to 20 minutes each night after the floor closes to clean up the area, dust the furniture and restock flyers. It’s easy to take the time each day to clean up your room and make it look more professional than others.
A professionally designed tradeshow installation is an excellent first step. Your company can have a team of skilled designers help it choose the right size or style of a trade show to communicate its message effectively.
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