Exhibitions & trade shows provide a valuable opportunity for companies to increase visibility & showcase their products / services to the audience who are specifically interested in their industry. To fully utilize the benefits of exhibiting, such as – generating new leads, effectively promoting their brand; and driving sales, you have to do careful planning with full dedication and plan the whole event smartly.

Even experienced exhibitors can fall into common pitfalls, which is why we have compiled a guide on common mistakes exhibitors often make and how to avoid them. You can also take help from Taksha events and exhibitions to side-step some common pre-show, at-show and post-show errors.

Choose the wrong trade show

• If you are participating in an inappropriate trade show, it could potentially result in your brand being showcased to an audience that may not align with your ideal target market in terms of values.
• This will limit engagement opportunities at your booth and affect the overall exhibition experience.

How to avoid this mistake

• Before selecting an expo to exhibit at, it is important to thoroughly research the demographics of attendees. This will allow you to gain valuable insights into the audience that the event attracts.
• Consider whether their values and attitudes are in alignment with your brand and whether they will resonate with the products or services you are offering.
• For instance, if you are promoting your cooking-related products such as utensils at a technical expo, it may not be the most suitable choice.

Not have specific goals and objectives

• If you have not established a clear outline of your objectives, it can significantly hinder the decision-making process regarding the exhibition’s location, timing, and format.
• Always remember your exhibition goals play a crucial role in determining various aspects such as stand design, location selection, marketing strategy, and sales tactics.
• Neglecting to define your goals may lead to ambiguous creative concepts that could pose challenges for an exhibition stall designer in Bangalore to interpret accurately, resulting in a design that does not align with your brand identity and fails to deliver the desired outcomes.
• For instance, setting a goal of generating leads would necessitate the inclusion of seating areas and private meeting spaces to facilitate conversations with potential clients. However, failing to clarify this objective may result in not including these essential elements in your design.

How to avoid this mistake

• It is recommended that before making decisions on the location or content of an exhibition, considerable time should be devoted to clarifying the purpose and desired outcomes of the exhibition.
• Conduct a thorough evaluation of your sales, marketing, and reputation to identify areas for potential growth or enhancement.

Not promoting your event

• Developing a strategic marketing plan and executing targeted tactics is important for enhancing brand visibility and maximizing attendance at the expo.
• Regardless of your specific objectives, marketing plays a crucial role in achieving them.
• Neglecting marketing efforts poses the risk of your target audience being unaware of your presence at the event and failing to generate sufficient interest on the day.
• This could hinder your capacity to generate leads and effectively engage with your target demographic.

How to avoid this mistake

• Inform your potential clients about your upcoming event appearances through an electronic newsletter and social media platforms.
• You can also generate excitement by aligning the launch of a new product or service with the event.
• Extend invitations to prospects with whom you have not previously engaged.
• Incorporate your participation in the event into your email signature and promote your presence at the expo to all clients and stakeholders.

Poor stand design and placement

• The position and design of your exhibition stand at an expo can significantly impact your capacity to engage visitors, connect with your target audience, and generate leads.
• Stands situated towards the rear or sides of the venue typically experience reduced foot traffic.
• Your stand has to be highly visible, approachable, practical, and aligned with your brand. The quality and design of your stand may be affected by constraints such as a limited budget, lack of organization, miscommunication with the designer, or time constraints.
• It is important to consider the location and design of your stand carefully to ensure optimal exposure and opportunities for success.

How to avoid this mistake

• It is possible to have an impressive booth on a limited budget by strategically investing in key elements with the help of an exhibition stall designer in Bangalore.
• Opt for a smaller booth adorned with top-notch graphics, furnishings, LCD screens, and vibrant lighting to captivate attendees, rather than a larger booth with a lackluster appearance.

Not training your booth staff

• A common mistake observed is appointing a recently hired staff member to represent your company at an event to showcase your products.
• If you do not allocate time and resources towards staff training, it may result in missed opportunities to engage with visitors. Keep in mind, that it could damage the reputation of your company.

How to avoid this mistake

• Ensure to provide training for your staff on engaging with potential customers, creating opening statements, presenting product offerings, and more.
• If your exhibition stand is spacious, consider dividing it into sections and assigning specific individuals to each section to optimize visitor traffic.