I just returned from a major tradeshow last week and while it was
amazing, there were a number of things that jumped out and bothered me.
As an exhibitor at a show, youíre paying top dollar for a booth,
marketing collateral materials, props and handouts, and travel and hotel
accommodations for your staff to attend the show
WHY are you not making the most of it!
The most glaring email and booth mistakes were the following,
along with a few tips Iíve learned over the years:
1. No booth number Ė marcoÖ
As part of the media, I received hundreds of emails asking me to
stop by a booth, and so many of them never put their booth number! Thatís like
telling me to call you without giving your phone number.
sure to add your booth number when communicating your information to be easily
found at the show, so I donít have to search for it.
2. Poorly formatted emails and
typos- I cnduoít bvleiee taht I culod aulaclty uesdtannrd waht I was rdnaieg
I canít tell you how many emails I received that had broken text,
spacing errors, not easy to read, or just poor grammar.
send over a few bulleted sentences highlighting what your company does and your
role with the company.
3. Link to news on your site Ė
make sure it can be found
This is just a personal pet peeve, as I want you to get as much
SEO as possible and drive traffic to your site. Having your content live in
email limbo doesnít help anyone searching for your news.
your company news on your site or better yet, if a show offers a branded digital
news platform this would be the best way to be found, discovered and shared with
attendees and media.
4. Completely image based
emails that Gmail
wonít display it right away Ėwould you like to display this image?
This is only a recent problem that Gmail started to implement
about a year ago, however, it has caused a number of issues lately. Itís just
one more button to push.
your emails as text and some images or have a link to the news elsewhere.
5. Even after your email, I
have no idea what you do Ė have we met?
I really did read through every email that was sent to me, and
while some were great and to the point, others just left me confused.
sure your email is clear, describes who you are, what you do, and what you want
from your reader. Keep
it Simple Stupid (KISS)
6. Too much writing Ė TL;DR
(Too Long Didnít Read)
Itís really depressing to open any email and see so much text and
paragraphs that you need to scroll down to finish it.
I mentioned before, keep it short, sweet and to the point. It will save you, and
everyone else time, and possibly a faster response to your email.
7. Make sure someone
knowledgeable is at your booth Ė ďso what do you do?Ē
When I come by your booth, itís because Iím interested in what
product or service your company offers. It is expected that the person at your
booth represents your company and knows why they are there.
your team or whom ever you hire to know your company well enough to answer the
easy questions so that I donít have to read your handouts or check out your site
8. Dear sir/madam/journalist Ė
I only received a few of these, but they really stand out as just
being weird. I understand that you want to be polite and formal, however, it
just screams that you just sent out a blast email, which I already assumed.
use my name or a ďHi/HelloĒ works too.
9. Ugly links vs Bitly Ė www.iswearthislinkisntspam.com
Generally, people donít like to click on links for websites they
have never heard of before, especially with the recent security breaches.
a bitly link or another shorter link so you can customize it, and track how many
people clicked on it.
10. Images so wide it breaks
the reading area Ė size does matter
I received a handful of images that forced me to scroll
horizontally in order to read the email or view the image.
certain you have an attractive layout with images and text aligned properly.
11. BONUS: Smile and engage Ė
exhibiting is like speed dating so act like youíre interested
I canít recall how many times Iíve walked by a booth to see
someone just sitting there, looking unhappy like they donít want to be there.
This is your opportunity to talk with your customers face-to-face, which is an
amazing opportunity to learn about what they like, donít like and expect.
look excited and talk to people that walk by. Most people are not sure what they
are looking for, so make sure to engage them. Not everyone will be interested in
what you have to offer, so donít get discouraged and keep trying!
Trade shows, events and conferences are truly a business
phenomenon as itís a single location that everyone in your industry attends with
the mentality of doing business or learning something new. It is up to you to
make sure that you take full advantage of this opportunity both physically at
your booth and digitally through email, social networks and mobile apps. Make
sure that you, your company and your information can be found, shared and
discovered so that you can garner more leads and hopefully increase sales.
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