I. Before the exhibition
(1) Unclear purpose of the exhibition. Clarifying the ultimate purpose of the company’s exhibition will help complete other tasks. For example, the purpose of the exhibition is to promote the company’s products and help them enter the market. The entire exhibition theme, booth layout, product display and other designs should revolve around this theme.
(2) Not reading the exhibitor manual. The exhibitor manual contains a lot of guides about the exhibition, such as exhibition schedule, registration sequence, exhibitor information, service items, advertising promotion and other information.
(3) Insufficient time arrangement. Before the exhibition, you should carefully study the sales market and make full preparations for the exhibition.
(4) Ignoring employee training. In fact, employee training is necessary to establish a united and professional image. They should be informed of the purpose, content and expectations of the exhibition in advance. People who are familiar with the situation and can make decisions should be selected to attend the meeting. If the products on display are related to technology and instruments and equipment, engineers who understand technology should also be selected to explain relevant technical issues.
II. During the exhibition
(5) Ignoring the needs of visitors. Usually, exhibitors feel obliged to provide visitors with as much information as possible, but ignore their real needs. Exhibitors lack the skills to ask questions and often miss some important information.
(6) Not paying attention to communicating with strangers. The purpose of participating in an exhibition is not to receive more business cards. It is to cultivate the ability to attract customers to stay longer at the booth, sit down voluntarily, and talk more about the company’s products. Let the customers remember you.
(7) Not racing against time. Many people like to go shopping at night during the exhibition. But each exhibition time is very short, so you must race against time to follow up with customers and seize opportunities for yourself.
(8) Not paying attention to the news dissemination link. During the exhibition, various media are very concerned and enthusiastic about reporting. Companies must seize every possible publicity opportunity.
III. After the exhibition
(9) Ignoring the follow-up of post-exhibition work. After the exhibition, the longer you do not follow up on this work, the more it will be abandoned. Companies should establish a schedule before the exhibition so that they can follow up on the work every day.
(10) Ignoring exhibition evaluation. The more a company understands its performance at an exhibition, the more helpful it will be for future exhibition improvements. Exhibitions are different, and each exhibition has its own advantages and disadvantages. There are always areas for improvement. After each exhibition, an evaluation should be conducted with employees immediately to ensure continuous improvement.