Mistake #1: Chairs for booth attendants
It sends the wrong message—to the person approaching AND the folks working the booth. You don't want the potential customer to feel as if they're putting someone out to get up & take care of them. Staff will get the wrong idea about the reason they're there. Plus, it's human to get comfortable, get involved in a conversation and lose track of working the booth.

Mistake #2: Not providing comprehensive training for booth attendants
There should be several meetings with demo's of do's and don't's, attitude, what working a booth entails, etc. Even consider contests for the most successful booth person.

Mistake #3:  Printing too much stuff to give away
This is not very green and not very effective. Most people show attendees collect waaay too much stuff for their bags. Then, when they're packing to go home, guess what gets left in the hotel room?Or, if they take it home, statistics show that most material never makes it out of that show bag. Plus, on top of everything else, you don't even get a contact name from them to follow up and help turn your trade show expenditure into ROI.

Mistake #4: Not for your eyes
Oftentime we get too close to the situation. That's when we create messaging (and graphics) that we like. Messaging that makes sense to the folks inside the company. That's the problem. Potential customers are not insiders. They don't get the lingo or the inside cleverness. Please, please get opinions from outside. From a fresh set of eyes. Preferably, your potential customer 's eyes. Ask: Does this resonate with them?

Mistake #5: Avoid the urge, and pressure, to cram too many messages into your booth, or too many words into each message
People are busy at shows. They walk past booths at jet speed. A good rule is to treat messaging as if you were creating a Freeway Billboard. ThE golden rule in that industry is absolutely about NO MORE THAN 7 WORDS!

Mistake #6: Avoid putting messaging too low on the booth or booth signage
Gosh! We've all done this. (Even us, and we're an agency and design booths etc for a living). Keep things at eye level! Imagine that the bottom 3.5 feet of the booth and any signage does not exist. Nothing can go there. No! Even insignificant stuff can't go there. That just clutters the space for the pertinent messaging!

Mistake #7: Forgetting WoM
Word of Mouth, buzz, chatter. We take it foir granted. Well, guess what. People won't spread the word for us unless we enlist them to do so...AND help them help us by providing them with some easy-to-use WoM tools.

BONUS TIP: Sign-up to do a presentation at the show
This takes some serious advanced planning skills, but it's absolutely worth it. Scour the list of topics from past shows...and any preview lists that are available. Then brainstorm with your team (and out team!) as to how you can create a presentation or workshop.

Key Tip: Don't take no for an answer that your group CAN create a topic to present!!!

Contact us to avoid making these seven critical mistakes with your next booth.