Exhibitions and trade shows are extremely important for the marketing.
It’s surprisingly easier to get exhibitions and trade shows wrong. A good exhibition works wonder only when the timing, advertising, planning and execution,
all revolves around business needs and focused target audience. Some of the
reasons why businesses have failed and what you should not do:
Wrong event:
Choose your exhibitions
carefully. Many companies fail before
visiting the exhibition only because they pick the wrong event. Look at the
opportunities for your business by participating in it minutely. Just because
your competitors are exhibiting doesn’t mean you should. The competitors,
target audience presence, crowd diversity etc are some of the factors you need
to look at before finalizing the event.
Boring booth:
Experts say you have got only
three seconds to capture someone’s interestin such events. Therefore, make sure
your booth design is impelling enough to catch the onlooker’s attention no
matter how big the crowd is. Design eye
catching banners with a good effect on lighting. Make your display stand
fun loving or traditional, anyhow it must say about your business apart from
being alluring.
No follows up:
Get all the materials together to follow up your leads, otherwise the
whole point of investing in an event might get ruined. Sometimes they have no time or they forget you.
Whatever your reason you can’t do this under your neck. Make it a rule to send
an immediate follow up on the same day itself to build new customer database
for the business growth.
Ineffective planning:
The most frequent mistake businesses make is not
establishing what they want to achieve being a part of the event. In short, they
set unrealistic goals or even think there participation alone can bring profits.
Some attend an event just because your competitors do. This minimizes your
return on investment and your chances of success.
