Ways to Completely Ruin Your Trade Show Seminar
Ways to Completely Ruin Your Trade Show Seminar
Imagine that your business is in the spotlight, with a rapt audience eager to hear what you have to say. That’s what a trade show seminar offers. If you plan it and pull it off with skill, your organization and what you do will remain in the mind of everyone who attends. If you miss the mark, however, they can remember you for all the wrong reasons. Knowing that a trade show seminar is key to engaging your potential customers, you most certainly don’t want to ruin it.
A successful trade show seminar requires strategy. This is not the kind of thing you want to try to do off the cuff. It also requires skill and sometimes training for the person or people doing the presentation. One of the best things you can do to ensure a solid trade show seminar, then, is to take a look at how it can all go wrong and avoid those common pitfalls as you plan, strategize, and train.
As a company immersed in the trade show industry, we’ve seen unfortunate trade show seminar flops. We urge you to take this knowledge and use it to make sure your own seminar a success.
Mistake: Choosing the Wrong Format
Consider the trade show you will be attending, including its target audience, how they relate to your business, and what you’re trying to share with that demographic. Not every trade show seminar style is well-suited to a particular audience.
For example, you may be eager to share all of the details of your corporation’s structure and what you have planned for your brand in the future. That would likely be appealing to a trade show seminar audience of potential partners or investors. It might be great for the corporate types who want to know the numbers and details behind your organization. But it might be too dry for your customers, especially if there are more exciting presentations and demos happening elsewhere. A demonstration of your products, conversely, is a great way to captivate an audience of potential customers, especially those who don’t know much about who you are or what you do.
If you have a mixed audience, you can blend elements of your seminar, landing on a good balance of informative, entertaining, and memorable. Skew to the serious side for important messages to big decision-makers. Keep it entertaining for consumers.
Mistake: Not Driving People to Your Exhibit (or Seminar!)
A trade show seminar should be just one part of your trade show strategy. If you aren’t using this platform to remind people that you have a trade show exhibit well worth visiting, you are missing out on a big opportunity to increase traffic to your booth. Especially if audience members are excited about what you shared or want to know more, it’s imperative to tell them where they can go to engage further or meet your team.
Similarly, one of the biggest mistakes we see in trade show seminars is a low turnout because the company didn’t promote it enough or didn’t promote it at all. A poorly attended seminar is a waste of time and money. It also looks bad to anyone who happens to be passing by, as they will wonder what’s so wrong with your organization that you can’t bring in a crowd.
The trick to overcoming this mistake is to plan your promotion early. Make sure people know about your seminar long before it happens. Use social media and other communication methods to generate buzz and familiarity with the event. If your exhibit is in place before the seminar is scheduled, you can also build that promotion into your booth with signage.
Mistake: Using Old Information
People come to trade shows to experience innovation and excitement, up close. That’s why product demonstrations, entertainment, and interactive exhibits are so popular. If you stand up at your trade show seminar to share information that everyone already knows, you have made a big mistake.
What you want is a topic that is fresh, new, and tailored to the audience and industry of the trade show. It needs to be a presentation that they have not seen already and information that they cannot find on their own.
Ask questions. Consider holding a forum or question-and-answer session at the end of the seminar. And be sure to put in the research to find out what new information and details people want to know most.
Mistake: An Unprepared, Boring Presenter
Even if your trade show seminar is full of interesting information, formatted well for the audience, and promoted well in advance, it can still flop if your presenter is less than charismatic. Your presenter needs to be prepared and able to think on their feet in the event of an unexpected question or comment from the audience.
We’ve all been through terrible presentations where someone is droning words straight from a Powerpoint presentation. Don’t be that company. Invest in finding the right presenter and/or training them to sharpen their communication and presentation skills.
Now you know what not to do, it gets better. Exhibit Company can help you polish your successful ideas into something even greater. We know trade shows and our expert team can work with you to create the displays, exhibits, booths, and rentals that will perfect your company’s presence at any industry event.
When you direct audience members to your trade show booth following a top-notch seminar, they will be greeted by a professional, polished booth that reflects your company and its values. We can help you provide a cohesive experience that improves your brand awareness and generates more leads.
Our dedicated team is looking forward to learning more about your business, its values, and its objectives. Get in touch with us today at 800-576-0018, or use our contact form to let us know how we can help you.