Common Trade Show Marketing Mistakes: Ten Tips on How to Avoid Them
The key to great exhibiting is marketing. But marketing is a very inexact science that leaves room for a multitude of errors to occur. The
following are 10 of the most common marketing mistakes that exhibitors often make. Learn to avoid them and you will increase your
chances for a successful trade show.
1. Have A Proper Trade Show Marketing Plan
Having both a strategic exhibit marketing and tactical plan of action is a critical starting point. In order to make trade shows a powerful
dimension your company’s overall marketing operation, there must be total alignment between the strategic marketing and your exhibit
marketing plan. Trade shows should not be a stand-alone venture. Know and understand exactly what you wish to achieve - increasing
market share with existing users; introducing new products/services into existing markets or into new markets; or introducing new
products/services into new markets. This is the nucleus on which to build.
2. Have A Well-Defined Promotional Plan
A significant part of your marketing includes promotion — pre-show, at-show and post-show. Most exhibitors fail to have a plan that
encompasses all three areas. Budget is naturally going to play a major role in deciding what and how much promotional activity is
possible. Developing a meaningful theme or message that ties into your strategic marketing plan will then help to guide promotional
decisions. Know whom you want to target and then consider having different promotional programs aimed at the different groups you
are interested in attracting. Include direct mail, broadcast faxes, advertising, PR, sponsorship, and the Internet as possible ways to
reach your target audience.
3. Use Direct Mail Effectively
Direct mail is still one of the most popular promotional vehicles exhibitors use. From postcards to multi-piece mailings, attendees are
deluged with invitations to visit booths. Many of the mailings come from show management’s lists and as a