Avoiding Trade Show Disappointment – How Hiring Promotional Staff can Stave off Trade Show Lethargy

“It’s a short term issue” commented an industry expert on what some say are falling numbers in trade show attendance. Whilst people may still be enjoying the trade show floor, it appears that getting companies and businesses to commit to hiring a trade show booth is much harder work than it used to be.

Recent news today is that UK economy is growing at its slowest rate since 2012, a downturn, say, economists, of the stagnating car industry in the UK. Of course, the uncertainty over Brexit won’t be helping either.

With marketing budgets under pressure, clients are expecting bigger, better and brighter things from trade show attendance. And with the five top reasons for trade show dissatisfaction now revealed, we take a look at how disappointment can be avoided.

Trade show disappointment

#1 Cost of attendance

In a global survey in 2017, half of those questioned said that the cost of attendance was a major bugbear when it came to the trade show satisfaction rating. In other words, the cost was high and the return low.

At one time, when budgets were not so tight, being ‘seen’ at an event was sometimes enough. But now, clients want more value for money. Whilst we can’t help with the costs of attending a trade show, we can certainly help with getting more from it with promotional staff who are experienced, trained and passionate in their work.

#2 Poor trade show booth location

Shoved in a corner? Next to the loo? In the quiet area of the trade show floor? There are some prime spots but unfortunately, these have a premium price tag attached to them.

However, being stuffed in the corner or in a draughty spot by the door doesn’t mean you cannot make a success of a trade show.

45% of those questioned in this survey said this was a major cause of trade show disappointment but it needn’t be. With promotional staff, they can branch out from the corner or the quiet area and mingle with people, using marketing material and conversation to draw them over. Or why not hire performers and demonstrators to create an attraction that people just can’t help having a look at?

#3 Low-value leads

We can understand how a third of respondents would be disappointed that with significant outlay and use of resources, they came away from the trade show with less than what they thought. Add to this that the leads were not particularly valuable and you can see why some brands are switched off from trade shows.

However, with a goal, aims and objectives, along with amazing data lead capture staff, you can still grab the leads that will make a difference. One high-value lead is better than 10 low-value ones but it means working hard to identify your customers and offering the incentive they want – and them reaching and connecting with them.

#4 Wrong speaking slots

Speaking slots are usually coveted at trade shows and exhibitions. They hand your brand a ready platform for reaching your audience, many of whom could go on to become your customers and clients.

But like all marketing, you need to be confident the speaking slot is the right one because if it isn’t, you are simply showcasing to the wrong audience, a waste of your time and theirs (as well as a tough 15 minutes). Instead of a speaking slot, why not engage demonstrators to showcase your products to the right people at your trade show stand instead?

#5 Overshadowed by a competitor

It is certainly an issue for many smaller brands that at a major conference or trade show, they are overshadowed by a gigantic competitor right next door to their own stand. With the lion’s share of the market and an iron-like grip, it is disheartening to witness.

A quarter of those questioned said this was a significant issue in their trade show disappointment. But for us, it would be a challenge because we know that with the right mix of marketing tactics, people and tools, we could push your brand to the fore.