When it comes to creating great trade show displays, it's easy to make mistakes. There is so much to learn, and on top of that, you need to keep your finger on the pulse of the market or risk becoming irrelevant. With so much to remember, it's easy to let some of the basics fall through the cracks. Whether you're new to the field or a career designer trying to brush up for a new year, these five common mistakes made when selecting giveaways for your trade show exhibit will help remind you of what's important when your company runs a promotion.
Mistake #1: Confusing Low Cost With Great Value
Just because an item has a very low cost doesn't mean it's a good value. If you've visited conventions before, you've almost certainly run across that one trade show exhibit that gives away pens that won't work. They might hurt your hand, they might break, they might leak, or they might just never write at all, but they're not good quality. In all likelihood, the person who decided to buy them thought the company was getting a great deal, but did that item strengthen the company's brand? Remember that every item you give away will reflect back on your company. Only pick things that you know are going to leave a positive impression of your trade show booth.
Mistake #2: Failing To Quickly Sort Qualified Leads From The Merely Curious
Giving away anything is a great way to draw traffic to your trade show displays. The problem is, if you can't sort through that traffic once you've got it, you're going to end up giving away products and time to leads that won't pan out. People are naturally attracted to anything that's free; if you just give out free stuff left and right, you're not going to see good results. Instead, train your trade show booth staff to quickly and effectively learn to qualify leads. They should be able to tell virtually at a glance whether someone is likely to buy or is just visiting trade show displays for free merchandise.
Mistake #3: Giving Something For Absolutely Nothing
Don't make your visitors pay money for your giveaways, but make them give you something in return: their contact information. When they take something from you, whether it's a pen or a coffee mug, you want to make sure that you can contact them about it later. Get their business card, or have them fill out a contact sheet, right there at the trade show exhibit. If you let them walk away without getting their details, you won't be able to follow up and drive the sale home.
Mistake #4: Forgetting To Distinguish Your Loyal Customers
Whenever an existing customer visits your trade show booth, you should have something special to give them that shows how much you appreciate their business. Whatever you give them should always be nicer than what you're giving away to new prospects. You want them to understand how much you appreciate their business. Never forget that while new leads will propel your business, your old and loyal clients are your foundation.
Mistake #5: Losing Track Of Your Goal
The most important thing to remember when you pick out and give away any kind of gift at a trade show exhibit is what the gift is meant to do. It's something that keeps your company name in front of the eyes of visitors, reminding them of who you are and what you offer. That goal should dictate what kind of thing you choose to give, and what quality you choose as well. Forget that, and you could see greatly diminished profits no matter how well you avoid these other four mistakes.
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