Reasons that your Brand is Not Successful at a Trade Show
Getting to see the downfall of your trade show success can be the worst thing for any participating exhibitor. As a brand marketer what do you think is lacking in your trade show to attract potential leads?
Why is your trade show not being recognized amongst the potential clients? What do you think is stopping your trade show booth from receiving unmatched success?
There are a number of factors that can influence in the downfall of your trade show success and you need to streamline your strategies to cope up with the uncalled-for situations.
Analyse the factors that are stopping your trade show booths success mentioned below and work upon upgrading your marketing strategies exponentially.
Design Based Reasons behind Failures
As a trade show participant your brand can either be emerging or an established one that is liable to commit mistakes in its ideation and execution.
As a matter of fact, you need to overcome those flaws and set a benchmark of your quality and standards; putting forward an appealing booth design is the best way to super-size your participation and hence bringing you the designed based reason for your trade show failure for you to analyze and rectify it in your upcoming trade shows.
Going Too Cluttered
A trade show is all about ‘design to impress’ but overdoing it can bring negative reviews to your booth design. As a brand, it’s your responsibility to understand the needs of both your brand and your target audience and align the requirements accordingly.
In order to make the booth look appealing and engaging, brand marketers often end up putting in ‘more than required’ stuff to enhance the look of the trade show display, as a result, it fails to attract the target audience.
Keeping your display design simple yet attractive with required features matched with perfection at each square foot can be a game changer for your brand.
Unfocused Booth Graphics and Content
Your tradeshow display graphics and content are the ideal points of attraction to the interested crowd. With the window of few seconds, comes the responsibility of capturing audience attraction. Do you think your cluttered and unfocused booth graphics can solve your purpose?
The answer is no. Brand marketer often commits the mistake of overloading the inside of the booth with enough attraction while leaving the outer portion untouched or make it look like a last-minute preparation that leads to the calculative downfall of your brand’s identity and your trade show success.
Making your First Impression Count
‘My trade show booth looks similar to other participating brands. Is that an ideal approach for a trade show success?
If you plan upon following the ideation of the other participating brands, you will end up being one of them and not the best amongst them.
Exhibitors focus upon creating booths that match the level of its competing brands, but they often forget to understand the fact that they are at a trade show to make the first impression of their brand amongst the target audience count.
Having failed to impress the audience in the first instance, you will get a crowd at your booth only if you get lucky.
Marketing Based Reasons behind Failures
Marketing arouses a sense of planning and responsibility that needs to be crafted out in order to bring perfection to the brand communication at a trade show.
Our expert suggestions in terms of the marketing-based reason for your trade show failure can support your brand in scaling up.
Event Planning is the Key
What if you end up taking expensive logistics to the wrong trade show booth center? How do you plan to keep your checklist of items up to date? What do you do to keep a track on event budget? etc.
Right from pouring a glass of water to building traffic into your trade show booth, each task requires planning. Prepare an annual event calendar and a rundown of the event to avoid any last-minute glitches.
How friendly are you towards your audience? As a marketer do you initiate the conversation at a trade show? Do you talk more than required or less?
No matter what your behavior is, it needs to be balanced. Welcoming clients with a happy face and not going overboard to sell your brand offering will make your visitor comfortable and happy that can eventually turn out to be a great success for your brand.
Not enabling your Visitors to take ‘Guided Decisions’
As a trade show exhibitor, your primary task even before the event is to take each of your visitors through the series of perfection right from designing, planning, and execution to brand philosophy to build a strong sense of connection with your target audience.
Enable them to make ‘guided choices’ for their business endeavors at a trade show by navigating them through the solutions that you offer to their challenges.
Loose Cut Interaction with your Audience
The objective behind participating in a trade show is to connect with your audience, provide a compelling solution to their problems and convert them into clients.
The fulcrum of building trust and loyalty amongst your audience is interacting with them and building a connection at professional as well as the personal levels.
As an exhibitor, you need to create a user rich experience followed by the strategies that can zero down the gap between you and your audience.
Lack of Follow-up and Lead Generation
Do you think that the customer that enters your booth is the only potential customer for your business? The answer is no.
Creating a vibe about your brand at a trade show and keeping your grey cells active to map each customer passing by your booth or picking up your brochure is a fundamental approach of maximizing the lead generation at a trade show.
Further, you also need to make sure that you are in regular touch with customers that seem interested in your brand offerings.
Keep them reminded, posted and updated to close the deal at the earliest because their buying cycle might just extend to days and it’s your responsibility to keep them up to date.
Lack of Pre-event Promotion
Would you buy a car without knowing its full specifications? How do you expect your brand to sell at a trade show without letting your audience know about it?
The number of visitors at your booth is directly proportional to your pre-event promotion because that creates an urge amongst the potential clients to experience your brand offerings.
Are your Trade Show Goals Identified?
Are you participating in a trade show to augment the reach of your brand? Do you want to maximize your lead generation? Do you plan to sell your brand offerings to your target audience?
No matter what your objective is, you need to be focused and develop your complete idea of trade show based on your key goals.
This will not only save time but will also make your brand give a tough competition to your competitors at a trade show.
How Well Do You Connect with Your Target Audience?
As an exhibitor, what is your approach of connecting with your target audience? Exhibitors overdo the selling part that makes the customer uncomfortable and disinterested.
Instead, try to connect with your target audience, understand their needs and eventually provide solutions to match their requirements and make them feel special by providing ‘ what is there for me’ brand offering to each visitor at your booth.
Put-in Efforts for Your Post-Event Data Collection
Even if you have failed to attract customers towards your booth at a trade show don’t worry because the opportunities are not yet closed.
You can play your last card at the end of the trade show by visiting different booths present their, analyzing the selling factor in their booth that might have attracted visitors and eventually join the dots to your booth to further enhance it for a successful event.
Financial Planning Based Reasons behind Failures
A successful trade show requires a well-crafted financial planning backed by calculated data and insights on the cost involved. Having failed to throw proper light on various aspects of financial planning can heavily cost your brand.
Tracking your Costs Beforehand
Lack of transparency in finding the insights of the total spending at a trade show has always been a trouble for exhibitors. What is your budget allocation? How do you plan to segregate your budget?
What is the expected return on investment? Until and unless you get an in-depth insight of the costs involved with trade show requirements, you can’t be sure about its success.
Overshooting of Cost at each progression
It is important to perfect your trade show for acquiring maximum leads provided your budget supports it. Overdoing your booth with an extended budget can call for a serious breakdown in between the trade show.
Hence, keep your cost upfront, decide on your planning, marketing, and execution beforehand, calculate the overall cost and set aside a contingency margin for support in case of emergency.
Improper Logistical Planning
Logistical planning envelopes a substantial portion of money involved in a trade show.
To avoid unnecessary expenditure, you can take calculative steps by researching about the trade show location beforehand, keeping your stay near the trade show center, and streamlining your first mile, mid-mile, and last mile journey costs to cut down wasteful expenditure.
As a dedicated exhibitor, you need to understand the fact that you have got the most unique and intimate setting to interact with your target audience and nothing better can be a better opportunity to showcase your brand potential.
It’s your very chance to embark upon your brands’ identity, connect with your prospects exponentially and align them with a rich user experience. With our suggestions and by avoiding these oft made mistakes you can maximize your trade show success to take your trade show participation to the next level.