5 Trade Show Myths That Can Seriously Hurt Your Sales

Published on 17/12/2018

Gerald McDonald standing out from shell scheme neighbours.

In different conversations with marketing folks this past year, I've heard some old chestnuts about trade show participation.

In fact, many of these self-evident "truths" are actually myths and just like the Illiad and the Odessey, they have been in existence for a long time.

Unlike those illustrious stories though, these myths can actually cause damage. 

Specifically to your sales.

Here are the five most common self-sabotaging comments.

1. In the digital age, trade shows are no longer relevant


The facts show otherwise.

Participation in trade shows has never been higher and there have never been so many events being held both in the UK and internationally.

This year's Global Barometer Report published by UFI, the Global Association Of The Exhibition Industry highlights;

"Regarding turnover, for the first time in ten years, all four global regions report a positive development simultaneously: Everywhere, the share of companies declaring an increase in turnover is going up, regarding the second half of 2018. And for the first half of 2019, the barometer reports the highest ever share of positive expectations for Europe."

The report refers to the turnover of exhibition organisers. It's UFI's members who put on trade shows around the world.

And if there are more shows and conferences, there are more visitors and delegates too.

More of your potential buyers are going to events which is why you need to be there to meet and sell to those who can make the biggest difference to your business.

2. Exhibiting is just about generating sales leads 

Exhibiting to generate and collect sales leads has always been a strength and an attraction for trade show participation and long may that continue.

But, you can also use events to speed-up the sales process. Meeting potential buyers face-to-face cuts huge chunks of time out of the prospecting part of making a sale.

List development, building brand awareness, content distribution, finding distributors, conducting market research and experience marketing are among many of the other marketing-related tasks that shows can perform for you.

They are definitely not a one-trick pony.

3. That there are better positions than others in an exhibition hall

No, not really.

Of course, always check that the site you're being offered is not in a dog-leg gangway or somewhere else equally obscure.

In our experience, the position of a stand is usually less important than its shape in determining event success.

With thought and planning, successful stands can be created in most show locations.

If a show is taking place in a regular-shaped hall, without cul-de-sac aisles or out of the way balcony sites, then, most sites will be “good” and extremely workable.

4.  It’s up to the organiser to get people to your stand

Why would you believe that?

It is and has always been the organiser's job to get visitors through the door.

After that, and just like the world outside exhibitions, it's up to each participant to compete for their share of sales.

And according to Display Wizard's 2017 Exhibitor Survey;

"An eye-catching stand is the most effective method for attracting attendees according to 48% of exhibitors surveyed"

Which neatly brings me to Myth number 5 ...

5. You can’t make an impact with an exhibition stand unless it’s custom built

This myth will really kill your sales if you believe it. And it's so not true.

Our business is built on helping companies create eye-catching stands and displays whatever the size of space they are working with.

High impact graphics. the incorporation of digital screens, interactive features, and lightbox towers.. These are all elements that can be incorporated into modular stands.

And unlike their custom-built cousins which are designed for a one-off use, our stands can be re-configured to fit a varirty of event spaces.

That's what makes them so flexible, cost-effective and popular.

To see further examples of stands that have created impact for clients click here.

Contact us and write your own show success stories

At Guardian Display we deal in facts, not myths.

We love our clients and get our biggest thrills from their successes.

We would be delighted to help you create your own show success stories.

To discuss what you need for an upcoming event call us now on 01702 662 111.

Or Email: [email protected]


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