So why do companies that invest thousands of marketing dollars at trade shows not get professional help before they exhibit? Here are 7 reasons why there will always be exhibitors who aren’t exhibit marketers:
- B2B companies too often put their trade show marketing in the hands of a well-meaning, but overworked and unprepared employee — and don’t provide any trade show training, because trade shows look deceptively easy. They are actually harder than they look.
- Some exhibit marketers are not allowed to choose their booth staff, and get stuck with staffers who don’t want to be in their trade show displays — and those unwilling staffers plainly show their displeasure to prospects.
- Some exhibit marketers lack the authority to make the changes necessary to actually market at trade shows, rather than just show up.
- Some show owners wash their hands of the continuous need to provide coaching to their exhibitors, both new and returning.
- Some people responsible for their company’s trade show program think they already know all they need to know — and so they don’t want to find out what they could do better.
- Sometimes there is no primary owner accountable for their trade show program, so multiple departments fight over what to do or don’t fight over it at all.
- Sometimes, exhibit marketers know what to do to succeed, but frustratingly, lack the budget or the time to create a fully integrated trade show program.
Those are 7 challenges that inhibit trade show success. Fortunately, there are companies that can help you do trade shows right. A professional trade show display can help improve trade show results.
Are you at a company that fits one of those 7 reasons? Contact The Exhibit Source.
Excerpts - TSNN
