How can exhibitors avoid common pitfalls in trade show marketing according to Marlys Arnold?

Based on Marlys’s work, here are some of the biggest pitfalls exhibitors should avoid, along with what to do instead:

1. Untrained booth staff
   Sales pros often “hang out” instead of engaging. Train them for the show environment: how to open conversations, qualify quickly, and hand off leads.

2. No clear hook or message
   Don’t rely on generic taglines. Create a simple, attendee-focused hook that instantly answers: “Why should I stop here?”

3. Weak engagement skills
   Working a booth is like improv: adapt to each visitor, use transition phrases to guide conversation, and practice so “stage fright” doesn’t show.

4. Treating the booth like a lounge
   Phones, food, and chatting with coworkers signal “go away.” Design behaviors and schedules that keep staff outward-facing and approachable.

Would you like ideas for a pre-show checklist to make sure you’re avoiding these at your next event?