Guest post by Jessica Kane.
Most B2B businesses depend (at least to some degree) on trade shows to generate leads, get media coverage, and attract customers. Each time you participate in a trade show, your business must invest (a considerable amount of) money, and you must invest (a considerable amount of) your time.
Because of what you invest in the preparation for and execution of trade show participation, you can’t afford to make mistakes. With this in mind, there are five fatal trade show mistakes that you absolutely must try to avoid.
A Poor Display
One of the biggest mistakes a business can make in advance of a trade show is having an outdated or poorly designed display. A business that falls short in this area puts up a booth or sets up table signage that isn’t compelling and fails to attract potential clients or customers.