A good trade show display highlights your brand, tells your story in an interesting and engaging way, and attracts potential customers. If done right, your trade show displays can be a hit and make your time spent at the trade show worthwhile.
Nevertheless, things can go wrong with the trade show displays. So, you have to be prepared for them. You need to understand the most common mistakes made with trade show displays to ensure that you can avoid them.
7 Common Mistakes
Not Adding a Clear Message
To tell the story of your brand story, you need a clear message that your potential customers want to hear. Consider you have to provide leads and clients and focus on when you create pop up trade show displays.
Adding Too Much Information
When you create an engaging message, your focus should be simplicity. It goes for both the message and design of the trade show displays. A lot of businesses have incredible products and services but yet, they fail to sell them due to their complicated and long messages, which are difficult to understand for your busy audience. In case the message takes over 3 minutes to read, it means the message is complicated and lengthy.
A majority of businesses prefer choosing a message, which comes with too much information and that is why many trade show displays have a higher volume of visual content. Even though you might feel the urge of cramming the displays with images and texts into every bit of space that is available. Most successful trade show display designs leverage the power of whitespace for highlighting their texts, hedging, and images for incorporating information, thus, space is one of the most crucial elements that you should know how to use correctly.
Don’t Always Go
As the adage goes ‘Go big or go home’ but that isn’t necessarily wise when you create trade show displays. It is particularly true when you haven’t attended many trade shows previously. In case you are new to trade shows, you might not yet know what the target audience really wants, and you might still be learning as you progress. On the other hand, while attending many trade shows, you might want to save your more impressive and bigger displays for larger shows while using smaller ones at secondary exhibitions.
Giveaways without Focus
If you have ever attended trade shows you will know that attendees get a lot of free stuff. Pens, stress balls, and water bottles are only a few common giveaways at trade shows. If you decide on which product you would like to give away, ensure it fits into the overall display’s theme. For instance, if you offer tech solutions you might choose to give away screen cleaners branded with your slogan or logo.
Low-Quality Materials
Using flimsy or cheap materials for both your trade show banner stand can reflect poorly on the professionalism and quality of the brand. Choose durability and sturdy materials, which convey a sense of excellence and reliability. High-quality materials not only boost the aesthetics of the booth but also demonstrate the commitment of the brand to excellence.
Not Connecting with Attendees
A trade show is about connecting to your target audience personally. You might not be able to speak to all visitors personally in your space. Hence, it is crucial to train staff members who will fill in for you. You have to train your staff on the services or products you are trying to sell and ensure they aren’t on their phones or are preoccupied during the show. If you fail to connect with your attendees, you can make the biggest mistake you can when you are a part of a trade show.
Not Highlighting the Benefits
If someone visits your booth, you will just have a few seconds to grab their attention and present what your service or product can do for them. Remember, you have limited space on the displays to communicate the benefits. Hence, it is important that you highlight them properly.
