How to waste $10000 on a Tradeshow Booth

Yeah, we've got a $10k budget to spend, lets do a Tradeshow!

The event isn't a good fit, who cares?
Surely the event with the most foot traffic wins, doesn't it?
Reality:
In reality numbers mean nothing, it's down to whether the expected visitors fit in with your target audience. A tradeshow booth is no different to any other advertising, do your homework and make sure the timing, demographics, marketing by the Organiser really fits in with how you would like to position yourself.

Shhh, don't tell anyone we're here....
The event will list us as an Exhibitor, that's all we need to do.
Reality:
Events are a great time to reconnect with past and current clients to showcase anything new you have to offer, so let them know you are there. Promote steadily through your Social Media channels, Newsletters and even simply add to your email signature "You can catch us at the XYZ show 5-7th May". Continue promotions throughout the show, loading photos to your Social Media channels to make the most out of being there.

Everyone loves meaningless event swag right?
Yeah I know, we'll order a bunch of those plastic things with our logo on it. People will love them.
Reality:
Event swag is great for some but the sad reality is that most of it will end up in the bin. If you would like to offer a give-away, make it something useful which people will keep and relevant to your business and clientele. The aim is to give them happy thoughts about you every time they use it.

Paper, paper and more paper...
People love picking up our brochures, lets print thousands more than we need and make sure they are huge so they stand out.
Reality:
Yes, some people do still like to collect brochures but make sure they are compact, relevant and attractive or else they will end up in the bin along with the event swag. Better still, think of other ways to distribute information such as QR Codes, Poken and other event technology.

People, oh yeah those...
Anyone can staff our booth can't they? It's not rocket science after all.
Reality:
It takes special kind of people to staff a tradeshow booth. The numbers you choose will depend on the event, but you need at least one person who knows your business backwards and another who is friendly, interested, keen to chat and can hold the visitors interest while waiting to speak to someone in depth. You also need sufficient staff so that you can do the all important networking with other Exhibitors (often the best leads you pick up), have time to share to your Social Media channels through out the day and cover for breaks. Otherwise your potential clients will be speaking to a bunch of frazzled, hungry staff with no voice left and are busting to go to the toilet.
Find out more about our Booth Buddy Service

Arrive late and leave early to make up for it
We don't have to staff the booth for the whole 3 days do we?
Reality:
You have paid a lot of money to be there so why not make the most of every minute. Set up your booth during bump in and be there 15 minutes before it opens to spruce it up and be ready. Don't pack up until the event closes, there is nothing more frustrating for a visitor who has rushed in for the last hour only to find half the booths empty.

Have no idea who visited and why
The Organiser told us we had 12000 visitors, isn't that all we need to know?
Reality:
If someone visits your booth, chats and leaves, chances are you will never see them again. Make sure you have a way of collecting leads, finding out who they are and recording what they were interested in. Before signing up for a tradeshow, ask the Organiser what tool they are providing for lead generation, if there is nothing you will have to create your own. Even if it's as simple as collecting their business card and quickly recording what you talked about.

Thank goodness the show's over, time to relax
Yep, we did the event, had 12000 visitors, phew that's it until next time!
Reality:
The end of the show marks the beginning of the possibilities, don't rest on your laurels expecting them to get in touch, follow up on your leads and start a conversation.

More great Tradeshow Tips:
How do some exhibitors steal all the attention?
What makes a good Exhibitor?
Is barcoding delegates the best Lead Generation you can find?
Seven ways to promote your event with Twitter
Questions Exhibitors need to ask before signing up for a Tradeshow