Trade Shows Are Not a Waste!展会不是废物！

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According to the Center for Exhibition Industry Research (the trade association for trade shows), industry spends more than $60 billion annually on trade show participation, more than the expenditures for magazines, radio and outdoor billboards combined!据中心的展览业研究（贸易协会贸易展览） ，工业投入超过600亿美元，每年的贸易展览会的参与，多支出的杂志，电台和户外广告牌相结合！ And, trade shows are more cost-effective than direct selling when it comes to reaching new customers.而且，贸易展是更具成本效益比直接销售时，达成新的客户。

But, despite the abundance of opportunities that trade shows provide, many executives complain that their trade show expenditures offer little return for the investment of money and time.但是，尽管拥有丰富的机会，提供贸易展，许多管理人员抱怨说，他们的贸易展的支出几乎无法提供回报的投资时间和金钱。 Here are several reasons why companies fail to get the most from their trade show investment:这里有几个原因公司未能获得最从其投资贸易展：

Lack Of Clear Goals And Objectives: Perhaps the single biggest reason for trade show failure is the lack of clear goals and objectives supporting the decision to exhibit.缺乏明确的目标和目的：或许最大单一原因，贸易展的失败是缺乏明确的目标和宗旨决定支持展出。 More often than not, the only justification that most executives can offer for their participation in a given show is "because our competition is there" or "people will wonder if we've gone out of business if we're not there."更多的往往不是唯一的理由，大部分管理人员能够提供他们参与某一特定节目是“因为我们的竞争是有”或“人将不知道我们已经停业如果我们不在那里。 ” Those are pretty flimsy reasons for investments that routinely top $10,000 per show.这些都是站不住脚的理由，投资，经常顶端$ 10000每表演。

Exhibiting For The Wrong Reasons: Likewise, companies often have inappropriate or unrealistic expectations about what they can achieve by exhibiting at a trade show.参展出于错误的理由：同样，企业往往有不妥当或不切实际的期望，他们如何才能实现由展示了贸易展览会。 Generally speaking, trade shows are not the most effective venues for orchestrating highly complex selling efforts, conducting formal market research or spending quality time with key accounts.一般来说，贸易展是不是最有效的场地策划非常复杂的销售努力，进行正式的市场研究或花费时间与质量的关键帐户。 On the other hand, trade shows are a great place to identify prospective customers, introduce new products, conduct informal market research or scope out new market opportunities.另一方面，贸易展是一个很棒的地方，找出潜在客户，推出新产品，进行非正式市场研究或范围内进行新的市场机会。

Missing Unique Aspects Of Each Show: If you've been to more than one trade show in your life, you know that each one has a unique "personality" that differentiates it from other shows.失踪的独特方面都显示：如果您一直在一个以上的贸易展在你的一生中，你知道每个人有独特的“个性”的区别从其他节目。 That personality can be reflected in the type of people who attend the show, the kinds of companies that typically exhibit or the presence or absence of a technical program.这种性格可以反映在类型的人谁出席表明，各类公司，展览或通常的存在或缺乏技术计划。 But, unless that unique characteristic matches with your primary reasons for exhibiting, you'll be wasting your time.但是，除非独特的特点与您匹配的主要原因参展，您将浪费您的时间。

Seeing Trade Show Marketing As Simple: Trade show marketing is more than just shipping the booth and showing up.看到展会营销简单：贸易展示营销不仅仅是航运展位和展示。 It requires a carefully orchestrated plan to make the most of the opportunity to get in front of prospective customers.它需要一个精心策划的计划，使最有机会跑在前面的潜在客户。 That can mean a direct mail campaign in advance of the show, pre-scheduled appointments with important prospects or the careful development of your in-booth presentation.这意味着可以直接邮寄活动，推进表明，预安排任用的重要前景或谨慎的发展在展位介绍。

Failure To Adequately Train Trade Show Staff: Nothing represents a company more poorly than booth staff that hasn't got a clue about the business objectives behind the company's decision to exhibit.未能充分列车展会工作人员：任何一个公司更不好比展台的工作人员还没有得到一个线索有关的业务目标背后的公司决定展览。 The execution of an effective trade show strategy lies entirely with the people who are manning your booth.执行一个有效的贸易展战略是完全符合人民人手谁是你的展位。 If you haven't properly trained them before hand, you're jeopardizing your entire trade show investment.如果您没有适当的训练之前，他们的手，你是危害您的整个投资贸易展。

No Follow-Up On Trade Show Leads: Finally, after all of the investment made in planning and executing a trade show game plan, most companies fall down by failing to plan for immediate and consistent follow-up with customer leads generated at the show.没有后续展会共：最后，在所有的投资在规划和执行贸易展的计划比赛，大多数企业倒下，没有计划立即和一贯的后续行动与客户产生导致在展会上。 Unfortunately, your competitors who flawlessly execute their own trade show follow-up plan will get the business.不幸的是，你的竞争对手谁完美执行自己的贸易展的后续计划，将获得业务。

So make your investment in trade shows really pay off by carefully planning your trade show participation.因此，使您的投资贸易展览真的还清了认真规划你的贸易展的参与。 That way, you'll get the best return for your time and money, and maybe even have some fun in the process.这样，您将得到最好的回报您的时间和金钱，甚至有一些有趣的过程中。

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