March 20, 2013

Companies spend a large amount of their marketing budget on trade show materials such as booth architecture. With that in mind, it’s imperative to ensure that their budget is allocated in the right way. Leaders at growing businesses will always make mistakes on their way to the top, but understanding some of the more common mistakes could help companies avoid potential pitfalls. With that in mind, here are two of the top mistakes owners of growing companies make in choosing trade show booth materials.

1)      Poorly Considered Pre-Show Promotion

Organizations must understand that their tradeshows begin in the months before the event. The success of the event is forged during this pre-show stage and that’s why adopting a best-practice approach to pre-show promotion, and using social media tools such as Facebook and Twitter to speak with potential attendees is essential. Companies that don’t consider the planning stages of the event as the key to event success are doomed to fail with marketing campaigns no matter how strong their product line-up is.

2)      Not Following-up with Trade Show Booth Visitors

Companies must put a lead follow-up strategy in place for their events. There are potentially hundreds of new clients to be captured during trade shows. And therefore organizations should provide a mechanism through which booth visitors can follow up with their sales representatives. Incentivizing a follow-up via email with a free prize or a competition can help to boost lead numbers and increase the ROI on any event.

Growing organizations won’t get everything right when it comes to trade show marketing. But by reviewing the mistakes of others they can optimize their campaign approaches. Don’t make mistakes that are easy to avoid. Use all the tools at your disposal and streamline event success in the long term.