This is from a book I've read while hanging out in Cagnaan Book Sale in BTC that talks about 'Why Trade Shows Fail' by Steve Miller. No, I didn't buy the book, I just read it there making the most of my time where it is free (if unnoticed).
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Here are 5 of the 7 reasons why as far as I can remember.
1. Trade shows are the most complicated form of marketing. In reality trade shows encompasses almost all other sales and marketing tool available. Direct mail, telemarketing, billboards, public relations, news and print ads, ad specialties and almost a myriad of other marketing arsenal. A well-planned trade show should consider all of these and developed a strategy to utilize the best mix. Most of the time, overseeing this reality will be a caused for a failed trade show, thus not being able to generate quality leads, etc.
2. Every show is different. Every show has its own unique charecterisitics determined by factors such as geography, total attendance, theme, competition, exhibitors, state of industry, educational opprotunities. Yet most exhibitors, approach everyy show, every year at exactly the same way. For true trade show success, companies must learn how to analyze the show potential, and develop the best mix of strategy for the show to achieve maximum success.
3. Most coporations exhibit under wrong and unrealistic reasons. Most organizations think that if they invite 1,000 attendees, they are successful in the event and can get good number of serious leads, this is not the case. If you have only 50 quality attendees, it could have been much successful with all the quality attendees. And not to mention, your savings in the venue and expenses. Organizations should go for quality, not quantity.
4. Most People don't know how to maximize trade show success. The truth is there is a vast difference between waiting, sitting and owning the booth than owning the venue. Yet most people for instance 'flyers' are put into booth waiting for people to get. Spread out, own the venue, and go after the people.
5. Most staffers don't know why they are there or what to do. It's not just 'see you at the show' and telling something about the product. The truth is there is a vast difference working on a client/sales call and working in a trade show. But most staffers are not just aware of this.