10 trade show traps to beware of

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More than a few marketing dollars are blown at trade shows and often with little to show for the expense. Carefully consider these 10 areas of potential waste to better manage the risk and maximize the reward.

While it’s true, conferences, trade shows and exhibits are key components in the marketing communications plans of many business and industrial brands, they also have the potential to be some of the most wasteful expenses too.

Just because an event exists doesn’t mean you have to participate. Even if all your competitors exhibit. A fear of conspicuous absence is not a good reason to get involved.

The presence of the right type of prospects, with the right type of business expectations and the right type of opportunity to engage and influence them is the key.

In an article recently published by cbsnews.com, Michael Hess outlines 10 important trade show traps that can make or break your budget and your results. Several of the topics he touches on include:

1. Going too big
2. Extras
3. Travel expenses
4. No advance work
5. No call to action

The read is certainly worth your time if exhibits and shows are a big part of your prospect contact program. It’s always good to review the reasons and rationale you use to select and then develop the communications conveying your brand promise.

That’s especially true when every decision made has such a big effect on someone's bottom line…yours or the exhibit organizers.