Who even likes to make mistakes when planning a trade fair?
The Top 5 Exhibition Planning Mistakes and How to Avoid Them
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Marek Steinbach
“This is how it goes wrong”: The next big trade fair is coming up, the anticipation is growing, but so is the stress. A successful trade fair appearance can bring your company new customers, important business partners and lots of attention. But it can just as easily go down the drain if a few crucial things go wrong.
Don’t panic – you don’t have to do everything perfectly, but if you avoid the five most common mistakes, you’ll be well on your way. In this blog article, we’ll show you which stumbling blocks regularly crop up during trade fair planning and how you can easily avoid them to get the most out of your appearance.
1. "Something's Missing" – Setting Clear Goals: Why Are You Attending the Exhibition?
It might sound obvious, but ask yourself honestly: Why do you want to participate in the exhibition? If you don’t have a clear answer, you’re not alone. Many companies decide to attend because “that’s just what you do” or because “the competition is there too.” But that’s the first big mistake you can make.
Why ist this a problem?
Without clear goals, you’re wandering in the dark. You don’t know what you want to achieve at the exhibition, which affects everything: stand design, marketing materials, even how your team approaches potential customers. In the end, you’ve shown up, but what was the actual purpose?
How to avoid this mistake
Before you even set foot at the exhibition, sit down and ask: What do we want to achieve here? Do you want to gain new customers? Or is it more about increasing brand awareness? Maybe you’re looking for new business partners. Whatever your goal is, make sure it’s concrete. Only then can you say after the exhibition whether the effort was worth it. Set clear, measurable goals like “generate 30 qualified leads” or “find 5 new distribution partners.” This way, you not only have direction but also a benchmark for success.
2. "How Much Is the Fish" – Inadequate Budget Planning: When Costs Spiral
Let’s be honest, who hasn’t thought at the start of exhibition planning: “We’ll manage somehow”? But then it starts: the stand needs to be bigger, logistics are more complicated than expected, and then there are travel and accommodation costs. Suddenly, the budget isn’t just exceeded—it’s exploded. And then? Then comes the rude awakening.
Why is this a problem?
A poor overview of costs can quickly turn your exhibition appearance into a financial disaster. Stand rental, design, marketing materials—all these add up. And if you don’t keep an eye on all cost points early on, your planned exhibition success can quickly turn into a loss.
How to avoid this mistake
There’s only one solution: planning, planning, planning. Make a detailed list of all costs that might come your way. From stand construction to logistics to your team’s travel expenses—and don’t forget the “hidden” costs like electricity connections or Wi-Fi at the exhibition center. A little tip: always plan a buffer of 10–15% for unforeseen expenses. Because one thing is certain: surprises always happen, but with a solid budget plan, they can be more easily managed.
3. "Is That Art or Can It Go?" – Neglecting Stand Design: First Impressions Count
You know the feeling: you enter an exhibition hall, and there they are—those stands you just overlook. They’re too small, too inconspicuous, or just… boring. Many companies underestimate how important stand design is. The result: your company disappears into the crowd, and potential customers just walk by without even noticing you.
Why is this a problem?
Your exhibition stand is your stage, your showcase. If it’s not inviting and visually appealing, it stays empty. Visitors don’t feel addressed, and your brand gets lost in the exhibition hustle. Additionally, a poorly designed stand unintentionally communicates: “We didn’t really make an effort.”
How to avoid this mistake
Your exhibition stand should act like a magnet—and that starts with thoughtful design. Consider: How do I want to be perceived? The colors, the layout, the materials—all these elements should reflect your brand and attract your target audience. Invest in professional design and don’t be afraid to stand out. Interactive elements, clear messages, and an open, inviting atmosphere can work wonders. Remember: you only have a few seconds to grab a visitor’s attention—make them count!
4. "Where Is Everyone?" – Poor Team Training: When Your Staff Doesn't Deliver
Even the most beautiful stand is useless if your team doesn’t know how to use it. Untrained staff who can’t answer questions, don’t approach visitors, or even seem disinterested are a nightmare for any exhibition appearance.
Why is this a problem?
Your team is the face of your company at the exhibition. If they don’t perform well, it reflects directly on your brand. Visitors feel unwelcome, and valuable leads are lost. In the worst case, it can even damage your company’s reputation.
How to avoid this mistake
Invest time and resources in thorough team training. Ensure your staff knows your products or services inside out, can answer questions confidently, and approaches visitors proactively. Role-playing exercises can help prepare for different scenarios. Also, make sure your team understands the goals of your exhibition appearance and knows how to contribute to achieving them. A motivated, well-prepared team is worth its weight in gold.
5. "And Now?" – Lack of Follow-Up: When Leads Go Cold
The exhibition is over, the stand is dismantled, and the team is back in the office. Time to relax? Not quite. One of the biggest mistakes is neglecting follow-up after the exhibition. Collected business cards gather dust, and promising contacts are forgotten.
Why is this a problem?
Sure, the adrenaline rush has worn off and the abundance of contacts suddenly seems overwhelming. But without thorough follow-up, you will lose all the valuable leads you have painstakingly collected. Potential customers will quickly forget about you, and if you don’t get in touch soon, your competitors could already have their foot in the door.
How to avoid this problem
It’s completely understandable that after a stressful trade fair you want to switch off. But this is exactly the moment when you should pull the lever! Make your follow-up as easy as possible:
- Make contact quickly: get in touch within a few days. It doesn’t have to be an epic email, but a short, friendly message along the lines of “Thanks for talking to me, I’d love to follow up and discuss next steps” works wonders.
- Personalized messages: The contacts from the trade fair are fresh – take advantage of that! Instead of a general mass mailing, you can simply go into personal details from the conversations. Notes such as “interested in product X” or “asked questions in meeting Y” help to tailor the message.
- Plan next steps: Set the tone. Whether it’s another conversation, an offer or a demo – show your contact that you’re not just following up, but that you’re following up in a targeted and professional manner.
- Use CRM: This is where a CRM system can help you keep track. Believe me, with the amount of contacts you collect at a trade fair, it’s easy to lose track. A well-maintained CRM not only saves you time in the follow-up, but also nerves.
Conclusion: Planning is the key to trade fair success
A trade fair appearance offers enormous opportunities – but it will only be relaxed if you plan it carefully. There are many pitfalls that can be avoided, from the definition of objectives to the budget and follow-up. The most important tip you should take with you is: think long-term. A successful trade fair appearance begins long before the trade fair and ends long after the last day of the fair. With a clear strategy, a well-thought-out stand design and a perfectly prepared team, you can lay the foundations for sustainable trade fair success.
And last but not least: something always goes wrong. But we at Team DEEG make sure that nobody notices. By the way, our free trade fair planner on our company website helps you to think of everything important when planning!
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