Top 5 Mistakes Most Exhibitors Make

We asked the leading exhibition masters about the most common mistakes (some call it exhibition crimes) most exhibitors make. The answers were shocking.


Yet, why do so many exhibitor commit these easy and costly mistakes? They are not rocket science. Avoid these 5 mistakes, master their solutions, and increase your success. Or as old Pareto said (we believe he would have said it if he was an exhibitor): “These 5 mistakes cause 80% of all the trouble.” [sorry #pareto]

  • #1 Existing Customers

    Not inviting your existing customers is the #1 mistake.

    “But why should I invite them? I know them already. I want to get to know new customers…”

    This is a common misbelief most new exhibitors have. The opposite is the truth. Most successful exhibitors invite their absolute key clients. Not only because they want to sell to them, but because they use their customers for something very very smart…

  • #2 Staffing

    Staffing is not an art. It is an essential element of successful exhibitors.

    Sending the wrong people, giving wrong briefings, not having a de-briefing routines, and keeping them in your exhibition ‘cage’, are major mistakes. Nail this part and you can compensate for most mistakes.

  • #3 Lead Magnets

    Spend 90% of your time on lead magnets and only 10% on giveaways…

    …not the other way around! Most companies think of what bag, gift, or goodie they can hand to visitors. Don’t make this mistake, too. Instead, focus on magnets that attract the right buyer to stop buy your booth.

  • #4 Follow Up

    Most money is waisted on follow ups…

    …’not following up’ to be more precise. Exhibitions build relationships. Follow Ups strengthen them…or destroy them. Use the right follow up sequence, automation, and copy to turn visitors into buyers.

  • #5 Booth Location

    Wanting a booth in the front row is the worst thing you can ask for

    What seems counterintuitive is probably one of the best kept secrets of successful exhibitors – especially SMEs. There are at least 3 better positions than the front row.