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10 Signs Your Company Is Not Ready For A Trade Show

If you have not planned out every detail, you might not be able to handle large-scale exposure  you’d likely experience at a trade show. For many companies who are not prepared, trade shows can become a nightmare. But, before the show comes the planning phase, which will distinguish whether or not you should take part in a trade show. Here are 10 signs that will tell you your company is not ready to exhibit at a trade show.

1.) You aren’t clear on what you want out of a trade show (no clear objective).

2.) You don’t have enough budget – don’t even think of setting up a booth (no investment).

3.) You don’t have a trained sales staff which will work in the booth (lost opportunities).

4.)  You haven’t informed the attendees that your company is going to be there (no pre-show marketing).

5.) You do not have enough products or supplies to display (bad design).

6.) You haven’t booked your company to be a part of the trade show (indecisive).

7.) You and your company leaders are unclear about the response you are looking for (no goals).

8.) You haven’t planned the display of your booth as tied to your objectives for the show (bad design).

9.) You haven’t outlined a follow-up plan (no post-show marketing).

10.) You and your company haven’t developed presentations, videos, letters and emails, sales pitch, qualification forms, literature and handouts (not prepared).

Where a trade show can do wonders for you, at the same time it can also become very risky to participate if you haven’t planned everything accordingly. The pointers above will help you manage your company’s trade show; make sure you double check all of the things before making a decision about participating.


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About the Author

Michael Flavin is a trade show strategist & exhibit consultant at Skyline Exhibits & Graphics Mid-America in St. Louis, MO. He works with companies & organizations to eliminate headaches from their trade show, event marketing & recruiting programs. Overall, he offers total, turn-key solutions, focused on creating memorable experiences, lowering operating expenses and increasing ROI. In addition, Michael consults & trains booth staffers and helps companies measure results from their trade show programs. He also helps exhibit marketers design St. Louis trade show displays.

One response to “10 Signs Your Company Is Not Ready For A Trade Show

  1. As with many business-related ventures, attending a trade show is definitely something that requires a significant amount of prior planning. Throwing something together just to be able to make it could likely do more harm than good when it comes to something of this scale, and if trade show attendees catch you floundering when a situation arises that you didn’t plan for, it will look extremely bad on your company and staff. Thanks for sharing.

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