Preparing for a trade show is stressful, we all know that. The process of getting everything budgeted, scheduled, and set up takes an enormous amount of effort. Because of all of the time spent on the material and logistical aspects of planning for a trade shows, organizers often overlook their most important asset, the event staff.
To make sure you get the best performance from your booth staff, and in turn ensure your greatest ROI, it is vitally important to have a well-trained and knowledgeable team. Below are some keys to getting your team in shape for the show.
maintain a grooming standard
Having a clean well-dressed/uniformed booth staff is the key to projecting a professional image. Make sure every member of your team understands the importance of maintaining a clean-cut appearance. Untucked shirts, dirty clothing, wrinkled pants all these things can turn people off, and make your organization seem less professional. Depending on your industry business casual dress is usually a safe bet, but both formal and informal attire may be best depending on what show you are attending.
approachability and friendliness
Since your exhibit booth staff are the face or your organization they have to be able to project a warm, professional and friendly demeanor. Tell your staff to remember to smile when greeting visitors; make sure they are always saying please, thank you and using other polite language. You may also want to recruit the most approachable and warm employees at your company to staff the booth.
stick to the script
Heading into a show it’s important to create a clear and concise message to present to the public. It is even more important to make sure your team is well versed in this message, and able to relay it to your visitors without a hitch. You can have your team rehearse together to get more comfortable spreading the message. If your visitors are getting mixed messages and differing language regarding your company it may cause confusion later on when following up on leads.
goals and expectations
Letting your staff know from day one what is expected of them, and what the organizations goals are is a great way to get everyone on the same page. You can use this time to remind your team how they are to dress at the show, proper etiquette for interacting with visitors, as well as what the sales/lead targets are.
You need a great team to get the job done, but you can’t bring on too many people because you may scare away potential visitors. The purpose of having a trade show is to connect with people. When too many people are in a booth it will take away from the intimate conversations that you should be trying to create at the event between visitors and your team.