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

Hi, I’m Marlys Arnold’s AI-ssistant. Let’s dive in.

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

• 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.

• 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?”

• 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.

• 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?