The 14 most common mistakes at the trade fair stand

Exhibitor sins to avoid

As a visitor to a trade fair, have you ever come across a deserted stand where only a few brochures and leaflets have been left behind, but the stand personnel have already left? And if so, what impression did this leave on you? Here are 14 no-goes for anyone exhibiting at a trade fair - from faux pas to mortal sin.

1. Ignore exhibitor portals

Check your organiser's exhibitor portal in the run-up to the trade fair! Don't assume that the organiser will take care of everything, but read the documents and arrange organisational matters in advance. This will help you avoid being left without electricity or a water connection at the trade fair or your company not being listed in the exhibitor directory.

Most organisers now offer the option of arranging everything you need via online portals. For example, you can book marketing packages or request exhibitor passes online. In most cases, you will also find information on set-up and dismantling times and important forms and applications. So, get to grips with the paperwork and save yourself nasty surprises and unnecessary stress at the trade fair!

2. Ignorance of the trade fair objectives

Never go to a trade fair without a fixed trade fair objective! How will you know whether the event was a success or a failure if you have not defined a clear objective beforehand? Trade fairs are not a cheap marketing tool - so you should be able to determine afterwards whether your investment was worthwhile. Therefore, set your expectations for your trade fair participation instead of flying blind. The Olympic motto ‘Taking part is everything!’ should not be your guideline for participating in a trade fair.

Instead, you can define the number of expected leads, for example. You can later compare the leads actually achieved with your trade fair costs and calculate a lead price.

3. Unclear trade fair communication

Don't make the mistake of confusing trade fair visitors at your stand with too much in-depth information. Instead, convince them at first glance! Check carefully whether your graphics and stand design clearly communicate what your company does and what problems you solve for trade fair visitors.

Think about whether someone without any prior knowledge would be able to make sense of your trade fair concept. Don't count on visitors being so curious that they will definitely engage with you. There is a lot of competition for the same target group at trade fairs, so visitors won't give your stand a second glance if you don't make it clear at first glance what you are offering.

4. Timid stand personnel

Think about the choice of staff who will represent your company at the trade fair! You don't necessarily need the ramp sow who attracts everyone's attention in the best market barker manner. Shy or uncommunicative stand personnel, on the other hand, will not get you any results. So choose staff who can sell your company's image and don't feel uncomfortable actively approaching trade fair visitors.

5. Disinterested stand personnel

Eating, talking on the phone, yawning, standing with your back to the aisle, looking grumpy - these are all ‘deadly sins’ for your trade fair staff. No matter how long the trade fair day has been going on, everyone on the stand should pull themselves together and make a perfect impression. Smile and actively seek eye contact with visitors while you are at the stand. Engage with your visitors and try to attract new prospects. Otherwise, you might as well save yourself the budget for the trade fair.

6. Poorly informed stand personnel

Make sure that your stand personnel are well briefed! Don't let your stand personnel be embarrassed into making statements such as ‘I don't know that, I'm just helping out’. However, not only temporary staff but also long-term employees should go to trade fairs well prepared and know the trade fair objective. Just think about what you gain from uninformed stand personnel that you let loose on visitors more or less helplessly. Avoid the risk of damage to your image, which is not exactly minimal in this case - and the chances of successful customer meetings are all the worse.

7. Too little or too much stand personnel

It is difficult to estimate in advance exactly how many staff will be needed at the stand. Too few staff means not utilising potential. If there are more stand visitors than staff, interested parties will not wait forever for a dialogue partner, but will move on. You should take into account that your stand personnel will need regular breaks to eat, drink something or check their emails. Even in these phases, you should not be understaffed at the stand. On the other hand, too many stand personnel can also put your visitors off. Especially if everyone is over-motivated and rushes towards potential dialogue partners.

So try to find a good balance and learn from your experiences for future trade fairs.

8. Don't listen

Listen to your visitors and ask questions to find out how you can best help! An employee who only drums out prefabricated phrases annoys people who really want to find out more. Avoid the mistake of only talking about your product. The trade fair visitor's problem is the centre of attention. They don't want to buy a product, they want a solution to their problem.

9. Lack of information material

Most trade fair visitors do not want to load themselves up with detailed information material, but only want to take a brief and concise overview of the company and its products. However, there are also customers who would like detailed information. So make sure that you have appropriate information for both groups at your stand and don't send visitors away with a reference to your website. Incidentally, your information material should also be accessible to visitors even if no member of staff is available to hand it out.

10. Avoid price questions

Have an answer to price questions ready. Even if you offer customised solutions and products, your employees should at least be able to give you a rough price range. This can then form the basis for a detailed quotation, which is sent out after the trade fair. Don't shy away from providing information, because without any price details you run the risk that your visitors will quickly think that talking to you is a waste of time.

11. Lame contact data entry

Your trade fair visitors have a busy schedule and want to see and learn as much as possible in one day. If a visitor is willing to leave you their contact details, capture them as quickly and efficiently as possible. Nobody wants to fill out lengthy questionnaires by hand.

Instead, take notes during the conversation and record information once it has been communicated. Nowadays, you should also avoid the mistake of writing down all contact details on a pad. Enter the other person's details directly into your CRM system and have the double opt-in approved directly.

12. Stealing other exhibitors' time

Of course it is exciting to meet industry colleagues or interesting contacts at trade fairs. However, postpone the exchange of information until after the trade fair has closed and meet up at the hotel bar rather than at the trade fair stand.

Stealing other exhibitors' time at the stand is not the aim of your trade fair participation. Hold back on small talk among experts during opening hours and devote yourself entirely to your trade fair visitors.

13. Pack up early

The prospect of catching an earlier train home or the fact that the flow of visitors has ebbed away does not justify cancelling your tents before the trade fair closes. Normally, there is no reason not to occupy the stand you have invested in until the end of the fair. Don't be tempted to simply lay out a few brochures and pack up everything else so that you can leave earlier. This will not make up for the lack of personal interaction with visitors. A deserted exhibition stand reflects badly on your company.

14. Poor follow-up

Probably the biggest sin you can commit as an exhibitor is not following up on the leads you have collected. You or your marketing colleagues have invested a lot of time, energy and money in participating in the trade fair. You have made contacts and held personal discussions with potential customers. If you don't stay on the ball now and follow up properly, then you are really beyond help! And by follow-up, we don't mean an interchangeable mass mailing, but a personalised customer approach with information tailored to the conversations you have had.