As with any industry, there’s a lot of misinformation about trade shows. Thanks to the very, very long history of this form of 
So today, let’s look at some more ideas you shouldn’t listen to when you hear them. Well-meaning or not, these myths will just lead you to trade show trouble. Trust us, MacGyver would have made all of these problems look absurdly simple!
Seven Top Trade Show Myths, Mistakes, And Superstitions To Outwit
1 – You should have only one goal for a trade show.
This is something we don’t always see stated outright, but is often lurking in the background: There’s a key executive who only cares about one metric, or doesn’t want to hear a detailed explanation of the complexities of public trade show exhibition. They want to see (X) visitors or (Y) leads or (Z) sales meetings, and that’s it.
The truth is, the biggest allure of trade shows is that they can accomplishmany goals at once. Often, a tunnel-vision focus on a single metric – like accumulating leads – can ultimately hurt other possibilities.
It’s good to have well-defined goals, but have a few you’re aiming for in different areas. It helps you maximize the return on your costs if you are looking at your ROI from several different angles at once.
For example, even if you miss your in-show lead-generation goals, a strong showing in social media connections will likely pay off in increased leads later on.
2 – Trade show supplies are too expensive.
It’s true that a good set of convention displays, trade show counters, banner stands, and other supplies can require a significant capital outlay. However, there are mitigating factors here:
1) Trade show booth displays can be used in many trade shows over the years, if properly stored and cared for.
2) Many of the trade show furniture, table top displays, table throws, and other branded items can be repurposed, such as for conferences, sales meetings, or foyer displays at your HQ.
3) Any electronics, like iPads or other large touch screen devices, can be full-time productivity tools when not part of an exhibition.
Many exhibitors don’t realize that the seemingly high cost of a new trade show booth is just a small percentage of their overall trade show costs. Industry studies show that trade show booths account for about 11% of the average total show cost! Over 1/3 of the total cost goes towards renting the booth space, and 20% of the expenditure goes toward shipping costs and show service costs, including drayage.
By spending a bit more to get a new trade show display that is engineered to minimize weight and setup time, you can save LOTS, because you’ve reduced shipping cost, drayage, and install/dismantle fees – these recurring fees keep taking a bite from your wallet, long after the display stand is purchased.
If you’re smart with your purchasing, you can shop once for the best hardware, and get plenty of extra usage out of any branded items. If most of your trade show supplies can be repurposed after the show that vastly reduces the effective costs. (In terms of budgeting, it means there’s a strong argument to class the purchases as general business investments, rather than specifically as trade show marketing.
3 – We must attend this trade show!
There’s a common belief among those who are status-conscious that failing to appear at a specific trade show will cause a loss of face. That is, they believe people will notice their absence and comment on it negatively.
Generally speaking, this isn’t true. Most trade show attendees have a hard enough time keeping track of who is at a show to worry about whoisn’t there.
The only exception is if you have a long history with a show, especially as a favored exhibitor. When Microsoft announced they weren’t attending CES 2013, for example, that made a lot of waves because they’d long been a major sponsor of CES. Otherwise, at least 95% of the time few people will notice or care if you skip a trade show.
4 – Rules, schmules. Who has time to read them?
Another major mistake we see trade show exhibitors make is failing to read the rules and regulations from show organizers and/or facility owners.
Yes, these documents are often hundreds of pages long. Yes, they’re mind-numbingly boring. (That’s what interns are for.) However, if you end up breaking those rules unknowingly, it can turn into a very expensive -and embarrassing- public blunder.
Most exhibition spaces have rules governing everything from how 
5 – We don’t need the media!
A lot of businesses dislike working with the media, but they can be a great way of building publicity for your expo booth. They can be annoying, and it often takes too many phone calls to establish an agreement, but the payoff is usually worth it.
When you involve the local media, you can get:
1) Radio exposure, informing people of your show, and often with free interview time thrown in.
2) TV news coverage boosts local awareness, and adds to your “clip reel” for future video productions.
3) The possibility of promotional tie-in with other local businesses.
4) Favorable writeups in regional, or sometimes even national publications.
5) Potential guest-star appearances from local celebrities like news anchors.
So, around a month before your next trade show, call around to the local broadcast stations and newspapers. There’s no harm in it besides possibly some wasted time, and plenty of opportunity for ongoing exposure if you get someone interested.
6 – Virtual trade shows are where it’s at.
There’s a loud minority who prefer virtual trade shows, since they generally require far fewer outlays while -theoretically- reaching a wider audience. These folks also, as one might expect, tend to have very Internet-centric businesses.
Well, there are certainly times when a virtual trade show can be good outreach, but they’re never going to replace face-to-face interaction. That’s what a good exhibition booth is really all about. They give you chances to connect directly to your clients and allow hands-on examination of your goods.
If the idea of virtual trade shows appeals to you, or you also rely mostly on Internet business, throw your own during the offseason! It’s a nice stunt to boost your leads, and a fine way to show off new product releases if there isn’t a physical trade show going on.
7 – Exhibition time is party time.
OK, let’s be honest – most of us probably have had a couple of people on our sales staff who seem to enjoy their client meetings a bit too much.(We’ll just leave it at that.) This can turn into a serious detriment at trade shows, if people are staying up all night “entertaining” their leads.
While there’s certainly a place for wining-and-dining in sales, it shouldn’t be the sole focus of your trade show appearance. If you’ve got staff doing this, they simply should not be allowed on the exhibition floor the next day. If late-night private parties are part of your sales process, let those people sleep it off in the hotel room, rather than having hungover zombies staffing your booth.
Generally, we strongly recommend discouraging any over-indulging for your entire staff until the exhibition is over. Have a big end-of-show party as a reward for a job well done rather than allowing too much individual libation during the show.
And of course, for more tips on the best trade show practices for the coming year, keep an eye on this blog for the latest updates!