A big part of trade show marketing is deciding the right products to show. Inevitably, to narrow down the possibilities ask yourself, “What is the most important to me? What is the most important to my customers?” Rarely is that answer on the tip of your tongue. Like many trade show participants you probably want to seize the opportunity to show off ALL of your products to get the biggest bang for your buck.
Your Indecisiveness Confuses Your Visitors
This is a big mistake but it happens all the time. Tradeshow booths are often over-stuffed, over-loaded with variety, and entirely chaotic. They can be so chaotic in fact that a visitor isn’t interested to spend his or her time trying to figure out if you have anything worthwhile to offer.
Consider this from a psychological standpoint. When the brain encounters too many options, it becomes confused, tired, and starts to shut down. When the fatigue sets in, the brain looks for a resting place and moves away from the confusion – in this case, the chaos of your booth.
There are a couple reasons an exhibitor may make this mistake. Maybe they haven’t taken the time to create a solid tradeshow marketing plan and determine one specific area to place the focus. There may also be selfishness involved. The exhibitor has not thought of what their target audience is looking for at a particular event, and they have made it about themselves and showing off all their wares at one show.