If you exhibit regularly, you’ve probably experienced at least a few poorly planned trade shows. Given the amount of money typically spent to exhibit at a trade show, feeling trapped at a poorly planned event can be a frustrating and embittering experience. In order to avoid this event marketing nightmare, you need to know what to look for. Here are some common problems with events and conferences:

• Attendance is too low. This is usually caused by an underfunded or ill advised marketing campaign on the part of the show coordinator. For a trade show to be worthwhile for your business, it needs to draw a large portion of your target market.
• Attendance is as expected, but the demographics are not as advertised. This can also be the result of a poorly designed marketing campaign, but more often than not it is caused by outright deception on the part of show coordinators to attract more exhibitors to the event.
• The show floor is overcrowded with disinterested attendees. When event planners and coordinators promise freebies and door prizes, of course attendance will increase, but it may not be the type of attendee you’re interested in. In order for the show to be successful, it needs to attract attendees that are legitimately interested in what the exhibitors have to offer.
• Poor scheduling results in a well-attended conference but a poorly attended trade show. This is the most common problem with modern trade shows, and thankfully it’s the most avoidable. If the conference is focused largely on a few speeches, event planners may schedule the trade show floor to be open at the same time lunch is being served in another area of the convention hall. Before deciding to exhibit at a conference, check the show schedule for obvious conflicts that will draw attendees away from the show floor during prime exhibiting times.

Over 90% of trade shows are both profitable and enjoyable for exhibitors and attendees. Avoiding the “duds” can save you a lot of time and energy, which in turn will save your company a lot of money.