Don’t Shoot your Trade Show Displays in the Foot!
We’ve all been to a lot of trade shows, and we’ve seen the proverbial good, the bad, and the ugly. One of the worst things to see, overall, are trade show displays that could have been great, but ended up being hobbled by one or more critical errors that ended up holding them back. Hopefully these guys learned from their mistakes, but either way, the rest of us can still learn from them by looking at how to prevent them.
So, here are some common mistakes we’ve seen with trade show displays, along with some tips on how to avoid them.
Trade Show Display Blunders
- Not verifying props are working beforehand. We’ve all either seen these personally, or heard about them from other amused visitors: The software demo that crashed to a bluescreen in front of a crowd. The thumbdrive that holds someone’s baby pictures rather than the ROI slideshow that was supposed to be on it. The non-functional mockup that someone grabbed instead of the working model.
- If something is going to be seen and used at your trade show booth, make absolutely sure it’s working properly before the public at large gets to see it. Double- and triple-check, that all of your props are acting as you want them to.
- Overly opinionated staff. Either they’re disgruntled and don’t mind sharing it with passersby, or they are too free with internal secrets you don’t want to get out. Either way, this is why it’s important to vet your staff before they reach the floor. Your staff need to understand that they represent your company and need to remain upbeat at all times.To avoid this, make sure you pick employees who are the most positive about your business and who honestly want to evangelize it. Train them beforehand, and test them with hypothetical scenarios where they need to handle a criticism in a way that reflects well on you.
- Poor display storage. This is especially a problem for people who use the same props or setup at multiple shows. Rust, damage, mishandling, and even vandalism can be an issue, and lead to trade show displays that look shabby and poorly kept.Always make sure you store your materials in a safe location, preferably in a climate-controlled environment, and with adequate protection to avoid any vandalism. If you don’t have a good place, or want to outsource the task, check around – many trade show suppliers offer asset management services, including storage, clean and inspect, repairs, as well as shipping/logistics management.
- Typos and translation errors. You would think that everyone would watch for this, but it’s amazing how many trade show banner stands, signs, and exhibition stand pieces end up getting produced with glaring typographical problems. (Misplaced apostrophes, such as “cat’s” instead of “cats,” are especially common.) This can also be a major issue if you’re printing materials in multiple languages. Poor translations both drive away customers and create potential embarrassment.
Again, the solution is simply to be detail-oriented. Reread everything before it goes to be printed, to make sure you aren’t stuck with a costly error. If you’re translating something, make sure a native speaker of that language reads it and verifies it as an acceptable translation.
However, there is really a single all-in-one solution to these problems. Follow this bit of advice, and you’ll be hard pressed to go wrong:
Make a Checklist!
Before the show, make a checklist of every element of your trade show display that should be verified before it goes “live.” It should cover everything from the proper placement of trade show furniture and carpet, as well as double-checking the functionality of any electronics involved in your display. Run through it the morning of the show, before the doors open, and make sure everything is perfect before people see your trade show booth.
Follow this simple bit of advice, and you’ll be creating more effective trade show displays than ever before.
For more, check out our article on how you are losing the trade show war and anecdotes on what to avoid at trade shows.