Top 12 Trade Show Pitfalls (and How to Dodge Them)

Posted by Alistair on 28.01.2025

Stay classy and avoid these common trade show mistakes!

Trade shows are high-stakes environments: bright lights, endless booths, and the pressure to stand out in a sea of competition. While they can offer a great deal of potential for the businesses exhibiting, they’re also riddled with pitfalls to watch out for.

To help you avoid those awkward “why is no one stopping by our booth?” moments, we’ve drawn on our years of experience to put together this list of common trade show mistakes (and how to dodge them in style)!

1. Choosing the wrong show

AKA: Wrong place, wrong crowd 🚫

If you’re thinking about exhibiting at a trade show, you’ll want to make sure it’s the right one for you and your business. Without the right audience or industry focus, you could end up wasting time and money trying to pitch to people who aren’t interested in what you offer.

How to avoid it:

Research past exhibitors and the attendee demographics before committing to a show.
Pick events where your ideal customers are not only present but actively seeking solutions like yours.
If you’re experimenting with new shows, start small, track results, and refine your approach for the next year (important for maximising your event ROI).

2. Not setting clear goals

AKA: “Why are we even doing this?” ❓

If your team can’t answer the question “What does success look like at this trade show?”, you could be in for a tricky event. Capturing leads, booking meetings, and boosting engagement are all sensible objectives at the surface level, but if your goals are vague then they’ll lead to vague outcomes.

How to avoid it:

Define measurable goals ahead of time. Instead of ‘Get more leads’, set a target like ‘Capture 300 qualified leads through our game competition and prize giveaways’.
Align your activities to those goals. For example, an interactive game could be perfect for capturing lead data while keeping things fun and frictionless for visitors.

3. Failing to plan properly

AKA: “Wait… when is the trade show again?” 🗓️

Preparation is key, yet some exhibitors leave everything up to the last minute. Poor planning leads to overlooked details around booth logistics, staffing, travel arrangements, accommodation, or forgetting to order your branded giveaways.

How to avoid it:

Start early with a solid trade show checklist.
Create an event planning timeline and assign tasks to your team.
If you’re looking for a certain booth location or would like a speaker slot, be sure to get in touch with the organisers early on.

4. Looking like everyone else

AKA: Bland booth syndrome 🥱💤

Pop-up banners? Check. Brochures? Check. Branded pens and bowls of sweets? Double check. Congratulations, your booth looks exactly like 90% of the others.

How to avoid it:

Stand design matters – bring creativity to your booth to visually stand out.
Think about interactive elements such as trade show games to create an experience visitors won’t forget.
Include modern, user-friendly devices such as tablets or touchscreens (here are 9 ways to use an iPad at your stand, for example).

Stand out from the crowd 👇

Branded Games at Events and Exhibitions Video Thumbnail

5. Not having a system for data capture

AKA: “Where are all the leads?” 🧲

If you’re heading into a trade show without a solid plan for capturing data, you’re setting yourself up for disappointment. Gone are the days when collecting a handful of business cards counted as a successful event.

How to avoid it:

Familiarise yourself with the latest lead capture tools and technologies.
Use digital games with built-in features such as leaderboard score submission.
Incentivise engagement with fun giveaways.

6. Ignoring the power of games

AKA: Leaving out the secret ingredient to trade show success 🎮

Trade show attendees love booths that offer unique, engaging experiences, but too many exhibitors stick to the same old “grab a pen and leave” routine. Ignoring the power of games means missing out on a chance to draw in crowds, spark conversations, capture lead data, and leave a lasting impression.

How to avoid it:

Take your stand to the next level with interactive games. These can increase dwell time, boost ROI, and make you the booth to remember.
Highlight your game’s prizes or leaderboard competition to encourage more people to participate.
Use games to naturally start conversations and make it easier for your team to connect with attendees.

Event and Expo Games Guide

Feeling overlooked at events? Our free 30-page guide contains everything you need to stand out from the crowd and deliver a memorable experience for visitors to your stand!

Grab your copy!

7. Choosing uninspired giveaways

AKA: The branded stress ball nobody wanted 😑

Giveaways can be a great way to attract attention, but only if they’re thoughtfully chosen. Handing out items that are boring, impractical, or outright forgettable won’t make the impact you’re hoping for.

How to avoid it:

Choose event giveaways that complement your brand and engage attendees.
Opt for tiered prizes, where visitors can level up by participating in games or challenges.
Incorporate branded items that people will use regularly, like tech accessories or eco-friendly giveaways.
Stay up to date with the latest exhibition swag trends.

8. Neglecting pre-event hype

AKA: Hoping people will just show up 👀

If your trade show strategy begins and ends on the event floor, you’ve already lost. Without proper promotion, no one knows to visit your booth.

How to avoid it:

Create buzz beforehand with email campaigns, social posts, and even teaser videos.
Use your pre-event communication to highlight giveaways or competitions that will increase booth engagement on the day.
Ensure your company bio is well-written and interesting to stand out on the event website and in any promotional materials.

9. Not having a trained team

AKA: The staff statue contest 🗿

The staff on your booth are your ambassadors and representatives. But without proper experience or training, they might just end up standing around awkwardly, scrolling their phones, or delivering painfully bad sales pitches that make visitors inch away in search of friendlier pastures.

How to avoid it:

Train your team on key messaging, product knowledge, and how to approach attendees without making it weird.
Role-play common scenarios so they’re ready to handle everything.
Equip them with conversation starters and tools, like a digital game to break the ice and draw visitors in naturally.

10. Failing to engage visitors

AKA: Silent booth syndrome 😶

Nothing kills a booth vibe like disengaged staff scrolling their phones or standing awkwardly behind a table. If your team isn’t initiating conversations, you’re losing valuable face time.

How to avoid it:

Train your staff to be proactive and personable.
Use interactive elements on your stand to grab attention and pique interest.
Offer great prizes and giveaways and clearly communicate this through eye-catching visuals.

"The game has certainly increased footfall to our stand, as well as repeat visits… At every event we’ve ended up with two people competing for the highest score."

Simon Foster, 34SP.com

11. Creating barriers to interaction

AKA: “Why is nobody getting involved?” 🚧

Trade shows are all about creating opportunities for interaction, but if your booth feels unapproachable or overly complicated, visitors will pass you by. Even something as exciting as a game can lose its appeal if you make participation feel like a chore.

How to avoid it:

Let people dive into the fun first without any strings attached. A quick challenge or competition creates goodwill and opens the door for conversation.
Collect lead data after they’ve participated and are excited to win a prize.
Use simple, fun mechanics that make it easy for everyone to participate (here are common digital game setups, for example).

12. Forgetting post-event follow-up

AKA: All that work for nothing 👎

All the effort of generating leads is wasted if you don’t follow up. Many exhibitors fail to capitalise on the connections made during the event, despite that being precisely where the business opportunities lie.

How to avoid it:

Have a post-event strategy in place before the trade show even starts.
Make it a priority to follow up with leads while you’re still fresh in their memory.
Send thank-you emails, highlight winners of your game leaderboard, or share digital resources to help them explore further.

"Visitors to our stand had a great time playing Mega Mountain Match and we had a queue throughout the weekend. The game format was ideal for our prize competition and we got some really positive feedback at the stand!"

Kelly Robinson, Senior Marketing Executive, TUI

Conclusion

Avoiding these trade show mistakes doesn’t have to be stressful. With the right preparation, creativity, and tools, you can stand out, capture leads, and create memorable experiences that leave a lasting impression. Ready to take your trade show strategy to the next level? Explore our trade shows and events hub for more tips and ideas.

Stand out from the crowd at your next event

Trade show games are proven crowd-pleasers that grab attention, drive footfall, spark conversations, boost engagement, and support lead generation.

What’s more, the games are digital products that can be purchased and used all over the world, run across multiple devices, and are even available with a multi-event licence! 🌎

Fancy finding out more? Explore the resources below or book a free discovery call and one of our friendly team will be in touch to chat it all through.

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Event and Expo Games Guide

Feeling overlooked at events? Our free 30-page guide contains everything you need to stand out from the crowd and deliver a memorable experience for visitors to your stand!

Get your copy