How Not To Organise A Trade Show

Trade Shows were on my list of marketing strategies, so when I was sent some information about a Trade Show in Hatfield which is where my son lives and fairly local, I decided to check it out.

It was being held in a large hotel / fitness and leisure complex in an up and coming business park. They had a variety of stands, they provided they shell, electricity was available, and prices were well within budget. They couldn't tell me about numbers or demographics as it was the first one they were going to hold. I decided to go ahead. Dip a toe in the water so to speak. If it was a mistake, it wouldn't be an expensive one and of course I could learn for next time!

Well, I did learn and at least it wasn't an expensive mistake! So here's what happened....

I had a leaflet and some banners printed by a friend, great price - thanks! Decided on a competition prize, always a great way to get people's names and addresses. I was going to give away a set of magical Boji stones - more about them another time! I double checked the map the day before, so I knew exactly where I was going. Put all my gear in a box and loaded the car. Preparations complete.

Interestingly, when I asked for feedback for my leaflet one business coach said they had examined it from every angle and couldn't find fault with it, while another source proceeded to give detailed feedback on exactly where I was going wrong. I listened carefully to all views, but my gut instinct was that it was  right for the job in hand (which was supported by my business advisor). Phew!

I drove up to the complex in good time and couldn't see any banners to tell indicate where it was being held. My heart sank, had I got the date wrong? Was it the wrong venue? No, much worse it was the right place and the right time, just no banners! No advertising!

I finally found the entrance as per the address on the letter and asked at reception. Yes, the fair was today and it was on tennis court 5?!? That didn't sound so good to me. But it got worse by the minute... 'on the first floor' she said.

I opted for the lift and nearly had a heart attack, it must have been the slowest lift in history or the highest first floor. (I'm not very good in enclosed spaces and it was a very small lift!)

I found the signs for Court 5 - still nothing to indicate that there was a Wellbeing Show being held there! Down a small flight of stairs and there was Court 5. I found my stand and realised just how small 2 m x 2 m actually is! It's funny you can mark it out, but it's still smaller in real life. But, that was okay.

Despite the lack of signage, some people actually found us! But it was the sub zero temperatures that were the real issue. The thing about tennis courts is that people generally play tennis on them. They run around getting hot and sweaty, so no heating is required. But with ceiling heights of about 30 feet and no activity it was freezing. Visitors would literally step into our space and comment on the temperature. They didn't exactly want to hang around. It was okay for them, they could rush off to get some hot soup from the canteen. I was stuck for the next 8 hours!

I thanked my lucky stars that I had dressed warmly, plus I had brought lovely Indian blanket! (I nearly left it behind, luckily intuition prompted me as I was walking out the door!)

In fact it was so cold, that they had to cancel the event for the following day. I was disappointed because despite the temperature, the lack of signage and the shortage of visitors, it was actually a really enjoyable day and I made some great contacts, both potential business associates and customers.

And in the end my mistake only cost me £10 for the printing and the time I spent because they have promised to refund our money!

I'm really looking forward to doing the next show.... 

Comments

[Allan Wyatt]

Keep things going and you will get there. Big hugs and Love Allan x

[Tim]

What a nightmare

[Exhibition Stands]

I love trade shows. They are responsible for the success of my business. Plus it's always nice to network and see what other businesses are doing.