Custom Trade Show Mistakes to Avoid

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Information about Custom Trade Show Mistakes to Avoid
Business & Mgmt

Published on March 6, 2014

Author: imagecraftexhibits



Your trade show experience need not be ruined by common mistakes; mishaps are easily avoidable when you are prepared and attentive.

Common Custom Trade Show Mistakes A great deal of effort, time, and money goes into designing and planning a custom trade show exhibit. As a company showcasing your talents to prospective clients and partners, you want everything at the event to be perfect. Unfortunately, errors do happen. But your trade show experience need not be ruined by common mistakes; mishaps are easily avoidable when you are prepared and attentive. Below are several points to consider for your next custom trade show. Going Overboard with Your Exhibit Space Design Some companies may believe that empty space is bad in an exhibit. They then proceed to fill up the area with unnecessary equipment, custom structures, or media they do not really need in order to make the exhibit seem very full. This presents several problems: you could actually discourage traffic to your exhibit booth, or you might overwhelm visitors with too much information. Your custom exhibit should give visitors a taste of what your company has to offer, but it shouldn't throw a lot of irrelevant information at them. The appropriate amount of open space can be helpful in an exhibit. The space allows visitors to easily walk around and observe products or presentations, and your employees have room to engage in one-on-one discussions with an interested party. Excessive displays or objects that are not helpful to your presentation could be perceived as distracting clutter. Being Unprepared for the Trade Show If a company is completely unprepared for a custom trade show, it will likely be obvious to attendees and greatly impact leads. Considering how much effort and money companies invest in shows, an unprepared team can lead to many missed opportunities. Arrange for the exhibit to arrive early at the venue, perhaps even a few days in advance or according to the guidelines of that event. Sometimes unforeseen setbacks occur that cause delays, like poor weather or shipping delays. You need to allow plenty of time for your exhibit to be set up, and there is less stress involved if your contractors are not pushing installation to the final minute. To avoid these potential problems, ship your custom exhibit early and work with a team of experienced trade show booth designers who offer installation.

Your staff manning the booth should be ready and knowledgeable about your products and understand the flow of the exhibit. A rookie employee who is unable to converse with customers easily is not an ideal choice for the booth team. Simple reminders are important to make sure all necessary materials are not forgotten, including printed brochures or flyers, give-away promotional items, and even something as simple as business cards. An Inconsistent Trade Show Exhibit A custom trade show exhibit should creatively and effectively display your brand and what your company has to offer. It should feature designs and accessories that match your company’s goals and interests in order to provide a unique and consistent feel to anyone that walks by. Adding things that don’t necessarily belong might not be a good idea. Media and music is a good way to provide immersion, but if the content does not match your message, it might be confusing and off-putting. To avoid this, plan in advance what you want to do and consult with a custom exhibit design company to see what works best. Businesses should also avoid last-minute changes. Custom exhibits that are thoughtfully designed and constructed with your company’s brand in mind will look sloppy if someone tries to make a haphazard last-minute adjustment. If other companies have features at their booth that yours does not, such as interactive displays or media content, don’t panic. Make a note of what you like and consider it for next time, but focus on your current exhibit. Work with what you have, and never forget that there is always another chance with the next trade show. Mistakes do not always result in an unsuccessful trade show. However, avoiding these problems will put you more at ease so you can focus on spreading your brand and building relationships with trade show attendees. About Imagecraft Exhibits Imagecraft is a full-service manager and designer/fabricator of both custom and rental trade show exhibits. We also design and execute Real Estate Sales & Marketing Centers, provide custom commercial millwork, retail fixtures, and unique permanent installations for showrooms and museum-quality exhibits. Headquartered in Austin, Texas with a sales team and second warehouse in Dallas, and a commercial millwork operation in Tolar, Imagecraft serves a wideranging clientele that includes Fortune 500 companies, builders, developers, and municipalities. Learn more at

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