A successful trade show exhibit isn’t a flawless trade show exhibit. Small oversights are part of the process for a first-timer.

That said, certain mistakes prove more costly than others. Here are the six that we consider mission critical, and we make a point to help our clients avoid at all costs.

1. Underplanning.

The biggest no-no with any trade show on the horizon. We think of it this way: There’s no such thing overplanning when it comes to your convention booth. You could schedule your days to the minute and still have plenty of breathing room. Have you researched all of your competitors? Have you promoted your attendance to your local and national networks? Is your marketing plan all sewn up? Plan every inch of your exhibit—and everything that comes with it—to ensure you’re heads in the right place when you’re actually on the trade show floor.

2. Overreaching.

Complicating, stratifying or widening your goals appeals to the achiever in all of us. Especially as the day of the event draws closer. But try to remember why you registered for your trade show in the first place: In all likelihood, you started somewhere simple—collecting leads, showing off a new product, meeting like-minded leaders in your field—whatever it is, don’t lose sight of it. If you’re trying to hit water, better to dig one 9-foot hole than three 3-foot holes.

3. Missed connections.

Every interaction has the potential to be the one. The client who needs more of what you’re selling, stat. The partner whose yin fits your yang. The investor who believes in your product. Chit-chat can turn into negotiations fast, so make sure you’ve got a business card, a device or at the very least some pen and paper to store notes and contact info.

4. Losing focus.

We’ll grant it: Trade shows are a long day (or days). Even the most extroverted of us find it difficult to stay in go mode at all hours, pitching ourselves and maintaining the energy to follow up. Do your best to remain present—even if it means losing the phone, putting up the away message and cutting out the distractions. Caffeniate, hydrate and treat it like an Out of Office.

5. Information overload.

While we still edge out the goldfish, it’s no secret that the human attention span is shrinking. In a trade show atmosphere, it’s that much more challenging to hold your audience’s gaze. So meet them halfway: Keep your messaging concise, your colorways simple and your purpose clear. Guests are much more likely to hear you out when they simply need to follow the breadcrumbs, rather than process for themselves. 

6. Gatekeeping.

Body language and general comportment are huge at a trade show. Whether it’s unintentional or not, something as simple as a pair of folded arms and a zoned-out stare can ward off potential guests from expo booths. Remember to do your best to show up with a warm, welcoming tone and plenty of reasons for passersby to pop in.

Ultimately, our advice is the same as always: Go with a trade show company that’s been there before, and prides themselves on an attention to detail.