The 7 Deadly Sins of Trade Show Exhibiting

Mar 31, 2009

By Susan A. Friendmann, CSP

Do you know the Seven Deadly Sins of Trade Show Exhibiting?  I’m not talking about pride, envy, lust, and all the rest that you may be familiar with.  While those are important, chances are they won’t crop up at the average trade show.  Instead, there’s another set of sins – seven deadly sins – associated with exhibiting.  If you commit one or more of these, you can count on a dreaded result: exhibiting that is ineffective, counter-productive, and a monumental waste of time and money!

Sin #1: Neglect

Failing to set exhibiting goals is the most deadly trade show sin.  Having goals delineates your purpose for exhibiting.  This is the essence of the whole exhibit.  Knowing what you want to accomplish at a show will help plan every other aspect – your theme, the booth layout and display, graphics, and more.

Sin #2: Illiteracy

You may be able to read the exhibitor manual – but are you?  The exhibitor manual is your complete reference guide to every aspect of the show and your key to saving money.  Everything you need to know about the show is in those pages: show schedules, contractor information, registration, service order forms, electrical service, floor plans and exhibit specifications, shipping and freight services, housing information, advertising and promotion.

Sin #3: Pride

It’s good to be proud of your staff.  But at trade shows, more often than not, those valued employees are sent to work unprepared.  They are simply told to show up.  Your people are your ambassadors and should be briefed beforehand – why you are exhibiting; what you are exhibiting and what you expect from them.  Exhibit staff training is essential for a unified and professional image.

Sin #4:  Inhospitable

Attendees at a trade show are your guests.  Even if it’s just for a few minutes, the attendees are visiting your company.   It is your job to be a gracious host.  To do this, you must focus on the attendee’s needs.  Do this by asking open-ended, probing questions, designed to elicit information about the attendee’s real needs and interests.  Avoid missing qualifying information and potential valuable leads.

Sin #5: Busywork

Staff members, who are unsure of what to do in the booth environment or feel uncomfortable talking to strangers, end up handing out literature or giveaway items just to keep occupied.  Literature acts as a barrier to conversation.  It is vital that people chosen to represent the organization enjoy interacting with strangers and know what is expected of them in the booth environment.

Sin #6: Ignorance

Being unfamiliar with your products is tantamount to shooting yourself in the foot.  What’s the point of hauling your snazzy new equipment across the country to a trade show if no one knows how to operate it?  This often happens when sales staff are sent along to represent a high-tech or complex piece of machinery.  Communicate with your team members before the show and ensure that they know what is being presented, are familiar with the products and how to conduct demonstrations.

Sin #7: Laziness

The work doesn’t stop when the show is over.  Ignoring lead follow-up and post-show evaluation are deadly sins that happen after the show.  Sadly, show leads often take second place to other management activities that occur after being out of the office for several days.  The longer leads are left unattended, the colder they become.  Post show evaluation allows you to improve future performances. Investing the time for follow-up immediately after each show isn’t a luxury – it’s imperative.