Trade Show Pitfalls & How to Avoid Them

1. Failing to set exhibiting objectives.  Objectives, or your purpose for exhibiting, are the essence of the whole trade show experience.  Knowing what you want to accomplish at a show will help you plan every other aspect - your theme, the booth layout and display, graphics, product displays, premiums, prizes, literature, etc.  Exhibiting goals should complement your corporate marketing objectives and help in accomplishing them.
2. Forgetting to read the exhibitor manual.  The exhibitor manual is your complete reference guide to every aspect of the show and your key to have a smooth trade show.   Admittedly, some trade show management companies make these easier to read than others,  but everything you need to know about the show you are participating in, should be contained in the manual.  This would include (but not limited to) show schedule, contractor information, registration, sevice order forms, electrical service, floor plans and exhibit specifications, shipping and freight services, accomodation information, advertising and promotions.  Remember that the floor price is at least 10%-20% higher so signing up early will always give you significant savings and peace of mind.
3. Leaving graphics and promotions to the last minute.  Rush, change and overtime charges will add significantly to your bottom line.  Planning ahead (6-8 weeks prior to the show) will make it less stressful for everyone concerned and avoid the blunders that occur under time pressures.
4. Neglecting booth staff preparation.  Enormous time, energy and money are put into organizing trade show participation.  However, the people chosen to represent the entire image of the organization are ofton left to fend for themselves.  They are just told to show up.  Your people are your ambassadors and should be briefed before.  Make sure they know why you are exhibiting, what you are exhibiting and what you expect from them.  Trade show staff training is essential for a unified and professional image.
5. Ignoring attendees' needs.  Often trade show staff feel compelled to give the visitor as much information as possible.  They fail to ask about real needs and interest in their product or service.  They lack questioning skills and often miss important qualifying information.  Pre-show preperation and training is key.
6. Handing out literature and premiums.  Trade show staff who are unsure of what to do in the booth environment or feel uncomfortable talking to strangers, end up handing out literature or giveaway items just to keep occupied.  Literature can act as a barrier to conversation and if unqualified, the prospect will probably discard it at the first opportunity.  It is vital that people chosen to represent your business enjoy interacting with people and know what is expected of them in the trade show booth environment.  
7. Being unfamiliar with demonstrations.  Many times trade show staff show up for duty only to discover they are totally unfamiliar with the booth demonstrations.  Communicate with your teammembers before the show to ensure that demonstrators know what is being presented, are familiar with the equipment and how to conduct the assigned demonstrations.
8. Crowding the booth with company representatives.  Companies often send several representatives to major industry trade shows to gather competitive and industry information.  These people feel compelled to gather at the company booth, not only outnumbering visitors, but also monopolizing staffer time and restricting visitor interaction.  Having strict rules regarding employees visiting the trade show and insist staffers not scheduled for booth duty stay away until their assigned time.  Company executives are often the worst offenders.  Assign them specific tasks to avoid their fumbling around the booth.
9. Ignoring lead follow-up.  Show leads often take second place to other activities that occur after being out of the office for several days.  The longer leads are left unattended, the colder and more mediocre they become.  Prior to the trade show, establish how leads will be handled, set deadlines for follow-up and make sales representatives accountable for leads given to them. 
10. Overlooking show evaluation.  The more you know and understand about your performance at trade shows, the more improvement you can do for future trade shows.  No two shows are alike.  Each has it's own idiosyncrasies and obstacles.  There is always room for improvement, so invest in the time with your staff immediately after each show to evaluate your performance.  It pays enormous dividends.