The show is over, but the outcome was not even close to what you imagined. A grand booth made its impact, goals were set, marketing gimmicks were in place, but your prospects didn’t land to your booth, no leads were generated or maybe did not return back happy.
What went wrong? Every minor mistake counts and you probably did not realise you were making them.
For any business, exhibitions are a phenomenal platform to explore unending networking opportunities. However, along with a myriad of amazing possibilities, each show demands time, money and the challenge to rightly manifest the brand’s image.
So, before you start investing in the next event, here is a list, compiled by industry experts, things to avoid at exhibitions.
Did you position your brand in the wrong exhibition?
Among the haystack of exhibitions, one of the biggest challenges is to recognise the one that will help you meet the motive behind exhibiting—whether that is to generate leads, develop your brand’s identity or foster relationships. Even though historic background and popularity are two crucial factors in choosing the right show, there are several other things to keep in mind before taking the final call.
Think through the following to land up in the most fruitful show.
Does your booth lack character?
A major share of your audience will get driven away if your booth is bland and lacks character. An appealing booth should ideally narrate the story of your brand. It should have sensorial elements to grab the attention of visitors.
So don’t just exhibit, also express. Discuss ideas with your booth contractor and make sure that they understand your vision and is resourceful enough to pull it off.
Did you do your homework on social media?
Social media also gives you the added advantage of reaching out to your prospects before the show. Connect with your prospects online and give them a heads up that you will be at the show, tell them where to meet you. Do this with an e-invite or a newsletter. A successful social media campaign will help attendees recall your brand on the big day.
BLUNDERS ON MATCH-DAY
The much-awaited day is here and you are ready to indulge in engaging interactions with the attendees. However, to your surprise, not many visitors show up. Not the ideal situation, right?
Why did this happen? You have most likely made one out of these three classic mistakes.
Did your staff fail to impress?
You have a fully-equipped, beautiful booth radiating your brand’s ideology loud and clear. But is your staff trained well enough to handle the array of questions that they might be bombarded with? Do they have basic exhibit etiquettes? Are they hospitable? Will they be able to handle any crisis?
Your staff is the face of your brand. Among the myriad of responsibilities, one big duty of the exhibit manager is to organize pre-show training sessions with the booth staff. Your training sessions must include:
Bonus Tip: Take real-time notes and quickly formulate solutions. During the exhibition, as everyday calls end, make sure to have a group meeting with all the staffers to discuss the difficulties they faced. Then re-strategise.
Did cultural differences come in the way of your success?
Okay, so now that you are in the right show, your goals are clear, your staff is trained and you have visitors showing interest. However, you are not able to make any impact on them.
There are high chances that in a scenario full of prospects from different geographies, the cultural difference has become a hindrance.