{"id":857,"date":"2021-11-02T23:27:59","date_gmt":"2021-11-02T22:27:59","guid":{"rendered":"https:\/\/wyler-eventcoaching.com\/?p=857"},"modified":"2022-02-21T16:35:45","modified_gmt":"2022-02-21T15:35:45","slug":"7-reasons-why-most-trade-show-appearances-only-bring-back-a-fraction-of-what-would-be-possible","status":"publish","type":"post","link":"https:\/\/wyler-eventcoaching.com\/en\/7-reasons-why-most-trade-show-appearances-only-bring-back-a-fraction-of-what-would-be-possible\/","title":{"rendered":"7 reasons why most trade show appearances only bring back a fraction of what would be possible"},"content":{"rendered":"\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

... and how they could be much more successful.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Anyone who has participated in trade shows as a responsible person or even just as a trade show visitor knows: A\u00a0trade show<\/a>\u00a0is a very effective and powerful tool. However, it is also complex, expensive and requires a great deal of manpower. All parties involved have much hope for success. It is all about good and high-quality\u00a0trade show contacts<\/a>. New business for more sales with\u00a0new customers<\/a>\u00a0should be initiated or even concluded on site. Long-standing relationships with important\u00a0existing customers<\/a>\u00a0should be maintained. Or the company simply wants to achieve greater awareness among its intended\u00a0target groups<\/a>\u00a0in a specific (global) region. If the results are poor, frustration increases. Here are 7 reasons you should consider when\u00a0organizing\u00a0your next\u00a0trade show<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Rene\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

1) There is not an identified leader in charge of the trade show<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Most companies do not have a person in charge of trade shows. In many companies, the person whose specialist area or regional territory the trade show falls under, must also organize the trade show \u2013 regardless of whether the respective colleagues are actual experts in preparing or holding a trade show. These employees often have little time \u2013 in addition to their normal day-to-day business \u2013 to thoroughly prepare and tackle the trade show. As a result, everything usually starts too late with poor results. The internal\u00a0trade show planning<\/a>\u00a0starts too late, all invitations are sent out too late, the trade show transport is inefficient, the trade show starts chaotically and ends below expectations.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\n\t\t\t\t\t\t
\n\t\t\t\t\n\t\t\t\t<\/i>\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t
\n\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\t\n\t\t\t\t\t\t\tPractical tip:\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h4>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\tIdentify an employee in the company who is talented and organized, enjoys doing this, and is given an appropriate time frame for the trade shows. If necessary, provide targeted training. Clear responsibilities, professional processes and structures help enormously with regular planning and implementation of trade shows. This provides management and everyone involved a with a sense of security \u2013 and increases the likelihood there will be a really successful trade show that is worth the investment!\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

2) The effort is too high<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Trade shows require a great deal of time and effort. There are countless details to organize. This effort is usually underestimated already in terms of quantity alone. In practice, it happens that no one can or wants to take on the many time-consuming \u201clittle things\u201d \u2013 be it just telephone calls, separate mailings or coordination tasks with service providers. This is hardly surprising: After all, everyone still has their \u201cnormal tasks\u201d to fulfill that cost time and effort and against which the employees involved are measured.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\n\t\t\t\t\t\t
\n\t\t\t\t\n\t\t\t\t<\/i>\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t
\n\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\t\n\t\t\t\t\t\t\tPractical tip:\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h4>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\tA trade show requires the backing of management. The time required for a trade show is immense \u2013 and will be at the expense of day-to-day business. This must be seen and actively affirmed by management. In addition, professional trade show planning provides everyone involved with greater transparency to better balance day-to-day business and trade show business.\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

3) The goal of the trade show is not known.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Often people just decide, yes, they go to the trade show without being clear about the purpose of the trade show. If the company thinks it wants not only to present but also to sell its products and realizes during the trade show that this is not allowed by the organizer, the trade show was for nothing. The costs are high, and so is the subsequent loss.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\n\t\t\t\t\t\t
\n\t\t\t\t\n\t\t\t\t<\/i>\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t
\n\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\t\n\t\t\t\t\t\t\tPractical tip:\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h4>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\tDiscuss your goals clearly: Do you want to sell \u2013 do you want to make contacts \u2013 do you want to show innovations? And make sure the show organizer provides for it.\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

4) There are not enough visitors coming to your stand.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Stand employees are at the trade show wondering: \u201cWhy doesn’t anyone visit us, or why is the number of visitors so sparse?\u201d By chance, one or the other visitor comes to your stand and says: \u201cOh, I didn’t know you were at the trade show too!\u201d In fact, it was omitted to send out invitations, to inform customers, to create an e-mail signature mentioning your participation in the trade show, etc.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\n\t\t\t\t\t\t
\n\t\t\t\t\n\t\t\t\t<\/i>\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t
\n\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\t\n\t\t\t\t\t\t\tPractical tip:\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h4>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\tCustomers and interested parties must be informed about your participation in the trade show early enough. There are various ways to do this.\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Rene\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

5) The stand employees are not highly trained<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

It is often the case that trade show employees <\/a>have not been trained at all. Moreover, they do not know the exact reasons why they are at the trade show. The booth staff cannot explain the products in detail and are overwhelmed. The trade show employees \u201cmust\u201d go to the trade show, but \u201cactually\u201d are not very enthusiastic \u2013 and this shows via their posture. Visitors receive little attention\u2013 or employees check their e-mails and surf the internet with their cell phones. Anyone who has regularly attended trade shows will surely have observed this, and shaken their head at how time, money and potential for\u00a0customer relationships<\/a>\u00a0are just thrown out the window. In addition, such behavior massively strains the\u00a0image of<\/a>\u00a0the company!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\n\t\t\t\t\t\t
\n\t\t\t\t\n\t\t\t\t<\/i>\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t
\n\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\t\n\t\t\t\t\t\t\tPractical tip:\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h4>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\tHighly trained, motivated employees who are eager to meet customers are indispensable and an important part for the trade show to be successful. Trade shows are physically, emotionally and mentally demanding. Trade show employees need to be fit and healthy \u2013 and should have fun doing their job.\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

6) The contacts are not sustainable.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Often much time is lost with supposedly interested visitors, while an excellent contact cannot be attracted. There is a lack of understanding about how to distinguish so-called \u201csmall talk\u201d visitors from people who are actually interested. Or the booth employees are not astute closers. This results in long, unnecessary chats.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\n\t\t\t\t\t\t
\n\t\t\t\t\n\t\t\t\t<\/i>\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t
\n\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\t\n\t\t\t\t\t\t\tPractical tip:\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h4>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\tThe trade show employees must be able to quickly recognize who is really interested and worth their attention.\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

7) The follow-up after the trade show is neglected.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Unfortunately, it\u2019s typical that trade show follow-up is rarely done.\u00a0After the trade show, employees must catch up with normal day-to-day business. Leaving the follow-up communications completely omitted. Yet, many years of practice show: Even shortly after the trade show, an obviously high-quality contact has lost interest if not followed up.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\n\t\t\t\t\t\t
\n\t\t\t\t\n\t\t\t\t<\/i>\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t
\n\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\t\n\t\t\t\t\t\t\tPractical tip:\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h4>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\tDo your after-trade-show business promptly following the trade show. The preparation for follow-up after the trade show can already start and be implemented before and during the trade show.\n\n\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Messe\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Sign up for my free trade show strategy session, where we will discuss your challenge and find a solution. Stop by my Facebook group \u201cTrade show Lounge”. We can exactly address these problems and find a solution.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t<\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\tFacebook-Community<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t<\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\tLinkedin-Community<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

With warm regards,
Ren\u00e9 Wyler
Your expert for trade show success<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

… and how they could be much more successful. Anyone who has participated in trade shows as a responsible person or even just as a trade show visitor knows: A trade show is a very effective and powerful tool. However, it is also complex, expensive and requires a great deal of manpower. All parties involved have much […]<\/p>\n","protected":false},"author":2,"featured_media":829,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-857","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/wyler-eventcoaching.com\/en\/wp-json\/wp\/v2\/posts\/857","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wyler-eventcoaching.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wyler-eventcoaching.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wyler-eventcoaching.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/wyler-eventcoaching.com\/en\/wp-json\/wp\/v2\/comments?post=857"}],"version-history":[{"count":5,"href":"https:\/\/wyler-eventcoaching.com\/en\/wp-json\/wp\/v2\/posts\/857\/revisions"}],"predecessor-version":[{"id":968,"href":"https:\/\/wyler-eventcoaching.com\/en\/wp-json\/wp\/v2\/posts\/857\/revisions\/968"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wyler-eventcoaching.com\/en\/wp-json\/wp\/v2\/media\/829"}],"wp:attachment":[{"href":"https:\/\/wyler-eventcoaching.com\/en\/wp-json\/wp\/v2\/media?parent=857"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wyler-eventcoaching.com\/en\/wp-json\/wp\/v2\/categories?post=857"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wyler-eventcoaching.com\/en\/wp-json\/wp\/v2\/tags?post=857"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}