The 5 Most Common Trade Show Mistakes (Part 1/2)

And What You Can Do to Avoid Them

It doesn’t matter whether you have been working in event and trade show marketing for one year or 20 years, one thing always remains the same: You have five seconds or less to make an impression and get that reluctant attendee to stop in your space and learn.

Proper use of your brand and key messaging elements will help tell your story quickly. In most small exhibits, your graphics are the most important element. One of your main goals should be to create awareness and gather leads that will turn into revenue for your business.

This two part series will help you avoid the top 5 common trade show mistakes for people in the building products industry—stay tuned for the final three next week:

1. “My team wants to put all of our product images on the booth.” Probably not the best idea. Instead, use an attention-grabbing image that communicates your brand at a glance. Consider the following:
   • A good rule of thumb is to show one large image, visible at 30 feet
   • Use tablet computers such as an iPad in the booth to give attendees a closer look at your products
   • Only use high-resolution images to ensure a quality shot
   • Work with a branding firm that understands how to properly launch your brand within your event space
   • Make sure to test or check results of your exhibit so that you can make changes year to year
2. “I’ve heard that not using lighting is the quickest way to save money.” False. Many companies try to eliminate lighting to save on exhibiting costs, and this is exactly the wrong way to trim back your budget. Some companies even try to justify it by arguing that lighting can heat an event space, making it uncomfortable for attendees. But lighting technology has come a long way. A few ideas:
   • Light more than just your header
   • Space lights every 2 to 3 feet
   • Use LED lights to reduce heat and power consumption
   • Remember: Halogen lights are not allowed in some convention halls
   • Consider uplighting from the floor

For the three more trade show mistakes to avoid, don’t miss next week’s blog post!