As a business owner, you want the most bang for your buck. You want to be able to reach the masses on a shoestring budget. Ensure your advertising and promotions are hitting the target for this upcoming tradeshow season by avoiding these unfortunate mistakes.
Poor Signage
I enjoy attending tradeshows and meeting local business owners and entrepreneurs. As a marketing guru, I always pay attention to signs and advertisements. It rarely fails, visiting various booths, and out of the corner of my eye, I notice a booth with what, from a distance, looks like a postcard-sized sign. As I pass the booth, it is challenging to decipher the company name and the impression that the business is poorly run by people who don’t care.
Ensure your signage, especially the company logo, is prominent and readable from across the room. Horizontal vinyl banners have become much more affordable and will give a professional appeal to potential clients.
Poor Planning
Most business owners pre-book their tradeshow booth to avoid hearing the dreaded “We’re all booked up.” After the initial booking, the date seems to creep up without notice. Fewer surprises pop up when you plan earlier.
It’s best to brainstorm with your employees to get ideas about the upcoming show. Discuss previous shows and ask yourselves, “How can we improve on last year?” For example, you may need to bring in additional product samples, plan a show special, order more business cards, plan a more interactive booth layout or pick up a door prize.
If you require any printed materials, remember to allow design and printing time. Most jobs require a minimum of two weeks from start to delivery.
Poor Follow-up
A tradeshow is a great way to brand your business and connect with potential clients. It can be one of the best forms of marketing—putting you directly in front of your customers, displaying your products and services, and answering any questions they may have.
Days following a tradeshow tend to become very hectic, and potential customers can be put off. If you gather any information from potential clients, follow up with them the following week. The people you meet are considered warm leads and have a greater chance of becoming customers. Contact them before the competition, even if you are already booked.
