Mistake #1: Not having a pre-game plan.

Trade shows sneak up on you. You’re going to have to be out of the office for a few days, you need everything shipped in advance and you’re juggling your regular work. But the prep work should be done months in advance.

You should have an action plan for pre-show, the show itself and post-show. Most people put some thought into the actual event but rarely do anything in advance to get attendees to their booth. You can do something traditional like an attendee bag insert, or you could get creative and do something in the lobby of the hotel where most attendees will be staying. But do something.

Mistake #2: Pretty pictures are a dime a dozen

Yes, a spectacular booth is eye-catching and can sometimes draw a crowd. But these days, those are table stakes. Most companies have a visually appealing booth filled with pretty pictures. You want the attendees to know at a glance what you do and why they should care.

Keep these tips in mind. Show me before-and-after shots. One or two huge visuals are more effective than a montage or lots of smaller shots. If you can do a live demo, all the better. Capture my attention from across the room and invite me to get closer.

Mistake #3: I don’t care about you; I care about me

This is a marketing maxim we should all know by now. They don’t want to know about you. They want to know about you in relation to them.

Don’t tell me that your product is a polynomial formula of XYZ. Tell me that you can put more money in my pocket by helping me grow heartier plants. Don’t tell me your software specs; tell me that you can save me half a day.

Remember, as they walk by you, they’re asking, “What’s in it for me?” If they can’t spot the answer, they’ll keep on walking.

Mistake #4: Give me something to talk about

I have never attended a trade show where someone hasn’t said, “You’ve got to check out booth XYZ.” Your goal – be that booth. It might be a killer giveaway, an interactive experience that has people coming back for more, a product that is going to change the way I do business or an industry celebrity signing autographs and charming the socks off people.

It’s usually not the cool booth itself. It’s something that’s happening in the booth. Create that buzz.

Mistake #5: Follow up

This is the one I find most staggering. More than 90 percent of companies that exhibit at a trade show do nothing to follow up with attendees. Why bother going?

The problem is, this should be part of the pre-show prep. If it’s not, you’ll come back to the office, things will be crazy, you’ll have to create something to send out, that will take longer than it should, and pretty soon, you’ll think it’s been too long, so forget it.

That is a seriously expensive decision. Know before you leave for the show what will happen when you get home from the show. Or don’t waste your time going.

The QR code scan this week is an excellent look at how to stand out at a trade show. Pay particular attention to the “office supplies to bring along” list. It will save you plenty of last-minute dashes to the 24-hour Walgreens!

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached by email at Drew@MclellanMarketing.com. © 2011 Drew McLellan