5 Mistakes B2B Companies Make at Trade Shows (and How to Avoid Them)

Ah, the thrill of event planning! The buzz of excitement, the anticipation of success… and sometimes, the sinking feeling of disappointment when things don’t go as planned. Trade shows continue to be a great marketing channel for startups and established businesses. But let’s be honest: planning on attending an industry event can feel overwhelming. This is true for first-time exhibitors, but even the most seasoned showgoers can’t rest if they want to shine.

At SAGE Marketing, we’ve conquered countless B2B events across diverse industries, cracking the code for success every time. Now, we’re sharing our battle-tested secrets with you. From planning to measuring results like a pro, consider this your go-to guide to transforming your next event into a smashing success. Before diving into the world of event management, let’s uncover the top five reasons why trade shows tend to fail:

1. Lack of Clear Objectives

Picture this: you’ve poured your heart and soul into organizing an event, but when the dust settles, you realize you’re not quite sure what you were trying to achieve in the first place. Without clear objectives, your event is like a ship without a compass—destined to drift aimlessly. Clear objectives are your roadmap, guiding decisions and ensuring measurable results. Whether it is lead generation, brand awareness, or establishing partnerships, having a target keeps your efforts focused and impactful.

2. Poor Planning

The devil is in the details! Trade shows are complex marketing activities that encompass nearly all marketing techniques and tools: emailing, advertising, PR, social media promotion, storytelling, videos, and much more. 

Part of this planning is also marketing automation with a CRM tool such as Hubspot, aimed at tracking activities, nurturing leads, and measuring all marketing efforts as they translate into ROI.  A well-planned show considers all these elements and develops a strategy that maximizes its effectiveness.

3. Ignoring Staff Training

While salespeople make the best booth staff, smaller companies may also need to send engineering staff. Don’t neglect training! Coach them on how to identify and qualify leads, and how to integrate their technical expertise into sales conversations.

4. Spending Time and Effort on the Wrong Things

Each trade show has two sides—logistics and marketing. While many companies focus heavily on logistics (booth design, shipping, services, and rental space), they often overlook that the marketing aspect yields the highest return on investment. This includes crafting compelling messaging, leveraging social media for promotion, offering memorable giveaways, and executing post-show follow-ups. Prioritize where your efforts will truly make an impact to maximize your trade show success.

5. Failure to Measure Success

The lights have dimmed and the guests have gone home—but how do you know if the event was successful? Without proper metrics in place to measure success, you’re left in the dark. So, when it comes to deciding on the next trade show, how will you make your call? Were your objectives met?

5 Reasons Why Trade Shows Succeed

On the flip side, here are the top five reasons why trade shows succeed:

1. Engaging and Memorable Experiences

Successful events create unforgettable experiences that leave a lasting impression on attendees. As Sarit Lamerovich, Founder and CEO of SAGE Marketing, always says: “Facts tell, stories sell.” Tell your story creatively, delight your audience, and stand out from the crowd.

2. Strategic Partnerships and Collaborations

Two heads are better than one. By leveraging strategic partnerships and collaborations with like-minded organizations or influencers, you can amplify your event’s reach, tap into new audiences, and create something truly extraordinary.

3. One-Stop-Shop for Potential Clients

Trade shows serve as a convenient hub where potential clients can explore a variety of businesses and their offerings in one location. This central platform simplifies the process for attendees, making it easier for them to discover, compare, and engage with different companies, ultimately facilitating valuable connections and transactions.

4. Premier Platform for Product Launches

Trade shows are the ultimate stage for unveiling new products or services to a targeted audience seeking the latest trends. Launching at a trade show guarantees excitement, feedback, and initial sales, setting the stage for long-term success.

5. Creative Showcase Opportunities

Trade shows are a playground for creativity! From interactive demos and hands-on trials to immersive experiences and jaw-dropping displays, trade shows offer a dynamic platform for showcasing products and services in ways that digital campaigns or PR efforts simply can’t match.

All You Need to Know Before, During, and After the Show

Before the Show: Planning the Event

Setting Objectives

Every successful event starts with clear objectives that serve as the guiding light throughout the planning process. Delve deep into what you hope to achieve with your event. Are you introducing a new product? Increasing brand awareness? Generating leads? Establishing these goals upfront ensures all aspects of your event are aligned.

Show Selection

Choosing the right event is paramount. It’s like finding the perfect stage for your performance—one that resonates with your target audience and offers ample opportunities for exposure and engagement. Establish a set of criteria to evaluate the show in light of your company’s objectives.

Booth Design & Attraction

Deciding whether to invest in a booth depends on your objectives, budget, and the nature of the event. A well-designed booth can serve as a powerful centerpiece, attracting attention and facilitating meaningful interactions with attendees. Consider factors such as booth location, size, and design options to create a visually appealing and engaging space that reflects your brand.

Pre-Show Branding Essentials

Create a cohesive identity that draws attendees in and positions you for success. Invest in creating marketing collateral such as handouts, a video presentation, a demo video, and some “on-brand” swag. Also, consider appearance with professional name tags, establishing a dress code, and using email signatures and banners to extend your reach and recognition recall. 

During the Show: Marketing and Engagement

Presenting Your Products

Create an engaging and interactive experience for attendees by showcasing your offerings compellingly. Utilize demonstrations, samples, or multimedia presentations to highlight key features and benefits.

Working the Booth

Engage proactively with attendees, initiate conversations, and listen attentively to their needs and challenges. Offer solutions and demonstrate how your products or services can address their pain points. Remember to collect contact information and follow up with promising leads immediately. 

Gathering Business Intelligence

While engaging with attendees, gather valuable business intelligence. Pay attention to trends, preferences, and feedback shared by prospects and competitors alike. This information can help you refine your marketing approach moving forward.

After the Show: Following Up and Measuring Success

Follow-Up Emails

Reach out to leads promptly with personalized follow-up emails, from within CRMs such as Hubspot, thanking them for visiting your booth and expressing interest in your products or services. Using information collected on leads at the event, along with Hubspot’s granulated tracking, you can provide the most relevant additional information, resources, or special offers to nurture their interest further.

Repurpose Content

Leverage content generated during the event, such as presentations, demos, or testimonials, to create post-event content for your website, blog, or social media channels. The options here are quite versatile. 

Nurture Campaigns

Implement targeted nurture campaigns to stay top-of-mind with leads and guide them through the sales funnel. Segment leads based on their interests, behaviors, and engagement levels, and deliver relevant content or offers tailored to their needs.

Measuring Success and ROI

Set key performance indicators (KPIs) before the event to evaluate its success effectively. Common KPIs include the number of leads collected, qualified leads, customer meetings, and cost per lead. The ROI of a trade show will change over time, as the full effect can take weeks or even months to materialize, depending on the sales cycle.

Wrapping Up

Congratulations! By now, you’re equipped with the knowledge and strategies to navigate the exciting world of trade shows with confidence. Remember, successful events are about creating unforgettable experiences that leave a lasting impression. With SAGE Marketing by your side, the sky’s the limit. Don’t just attend—make an impact.

Conclusion
To achieve trade show success, it’s essential to set clear goals to maintain focus and measure outcomes. Creating engaging and interactive booth experiences ensures you stand out and leave a lasting impression. Partnering with other businesses can amplify your reach and create a buzz-worthy presence. Additionally, using trade shows as a platform to launch new products allows you to gather valuable feedback and boost sales. With SAGE Marketing’s expertise, the potential for success is limitless. Dream big, think creatively, and make a significant impact in the world of B2B event marketing. Don’t just attend—make an impact. See how we can help.

About SAGE Marketing

SAGE Marketing, a top global agency, specializes in empowering B2B Tech firms to achieve marketing objectives and accelerate growth. We offer CMO-as-a-Service, encompassing strategic planning, branding, digital marketing, content creation, and more. Our tailored approach ensures seamless integration and excellent execution, serving as a trusted in-house partner.