4 Common Pitfalls Of Trade Show Advertising (And How To Fix Them)

Trade shows can be incredibly good opportunities to promote your brand and increase sales. However, there are many things that can go wrong in trade show advertising that can be avoided with adequate preparation and access to the right information.

If you are thinking of getting a booth at a trade show, you need to be aware of some common mistakes that many businesses make. Here are the four most common pitfalls of trade show advertising and how to fix them.

Using A Wordy Banner

One of the most impactful methods of trade show advertising is the use of banners to help promote your brand. A suitable banner design is absolutely key to making this method work at your event. Typically, businesses use retractable banners or banner stands in their advertising. It is important that your banner is not excessively wordy, or your message can get lost in translation.

Keep in mind that the guests at your trade show will not wait around your booth to read your entire banner. While you may personally find your banner interesting, your customers will be bombarded by tons of different messages throughout the course of the event and will not have the attention span to read a lengthy paragraph. To gain their attention, get straight to the point and include just enough information to leave your audience wanting more. Seeing a banner with a lot of text elements at a trade show encourages your potential consumers to move away from your booth and look for something else.

How To Fix: The best way to fix this issue is to choose an eye-catching image for your banner that adequately conveys your brand identity. Below your photograph, you can include a catchy slogan instead of a wordy paragraph.

Going Cheap

As a brand owner, it can be tempting to save money by going cheap on your trade show banners. There are DIY methods you can use to create a makeshift banner for your trade show. Some of your staff may encourage you to avoid spending too much money in the decoration of your booth. However, we believe that any investment you make into the perception of your business is not a waste. In fact, investing in high quality graphics can make a huge difference in your trade show results and dramatically increase your business’s sales.

You should take note that strategic investing plays an integral role in allowing your trade show advertising to succeed. This is because customers will not be prone to opening up their pockets for your business unless you are willing to make the same effort. Quality can be felt immediately and your customers will perceive your business in the way it presents itself to the world.

How To Fix: It is not necessary to invest an excessive amount of money in a trade show as long as you obtain high quality marketing materials that work. A well-designed banner is an absolute must in attracting your audience and doesn’t require a lot of money. Decorating your booth with backlights and glass showcase displays will also go a long way to help you gain exposure.

Placing Banners On The Table

You may have seen people attaching banners on their tablecloths at trade shows. This is a common mistake that many trade show participants fail to understand. Attaching a banner to your tablecloth is another sign that shows consumers that you are not willing to spend much. While it may not seem like a big deal, cutting corners portrays your business as one that takes shortcuts instead of going the extra mile. Furthermore, placing a banner on a table as opposed to using a dedicated stand will ensure that less people will see your message. Banner stands are specifically designed to increase your banner’s visibility. People prefer a high-quality display to an unprofessional booth.

How To Fix: The best way to fix this issue is to use branded table covers alongside our retractable banners. Our retractable banners should be beside your table and complement your display. If you want to use custom table covers, they can go the distance in helping you develop your brand identity. Combined with our banner stands, table covers can help build brand cohesiveness and elevate the perception of quality your business exemplifies.

Not Purchasing The Grommets

Grommets are metal rings that you attach over each hole of your advertising banner. It ensures that the equipment can be set up easily without tearing the fabric. This is a highly overlooked tool by many businesses. Grommets are integral in ensuring that your banner lasts for years to come and can safely display your message during your trade show events.

Many businesses make the mistake of trying to save a few dollars by not purchasing grommets. However, this is a mistake that can cause problems down the line.

How To Fix: When purchasing the banner, ask your service provider about grommets. If they offer them, it is imperative that you learn how to use them.

As you can see, there are several mistakes many businesses make in their trade show advertising that are relatively easy to fix. It is important to be prepared for your event and be proactive as opposed to being reactive. If you keep in mind these common mistakes and avoid falling for them yourself, you will be able to dominate your trade shows and gain valuable exposure that will translate to sales for your business. Check out our wide selection of advertising products for your next trade show here at bannerNprint.