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Exhibit Staff, Trade Show Strategy |

Prepare Your Exhibit Staff – Tip #2: In-Depth Training

 

As mentioned in Prepare Your Exhibit Staff – Tip #1, a compelling, on-brand design of your trade show exhibit is the first step to successful engagement in a face-to-face marketing environment.  But the first step is not what will ensure you cross the finish line with a stack of leads to convert to sales.

 

Your booth staff needs a manual that provides ready access to all questions about the event’s messages and logistics. Then a robust training session, preferably in-person, must follow, demonstrating how to engage attendees for success.

Explain the Why

If properly executed, your exhibit’s design will showcase your brand as well as support the goals and objectives your team has established for the event. Describing how the architectural design was created to draw attention to your brand’s message is foundational information for the staff.  Then detailing objectives as they relate to each staff member, whether they center around closing sales, reaching new customers, introducing new products, or all of the above, everyone will understand their anticipated contribution to meeting expectations.

Demonstrate the How

The second part of a successful staff training session should focus on how to actually run a trade show booth. No matter how many times a trade show veteran has worked an exhibit, it is important to make sure everyone is on the same page at each show. Be prepared to cover a number of techniques, both verbal and non-verbal, in order to feel confident your staff is performing their best.

One of the most important aspects of booth training is to ensure that roles, responsibilities and positions are assigned. Each booth staffer should:

  • Be ready to engage at any given moment with the intent of learning what a visitor is seeking
  • Use standard procedures for capturing and qualifying lead information
  • Introduce a visitor to the appropriate co-worker with a seamless hand-off when certain expertise is required

Have your booth staff take turns role-playing scenarios to demonstrate they fully understand booth etiquette as well as utilizing the best ways of promoting your products and services. If possible, it also helps to have a mock booth for your team to practice in. This lets them get an idea of the space they will be working with, as well as familiarize themselves with the location of your various product displays and marketing materials.

If not possible prior to arriving at the show, schedule a booth meeting in advance of the show opening. This is also a good time to familiarize your team with the layout of the exhibit hall, including the areas where attendees will enter and exit, as well as determine what the expected flow of traffic will be. Your team should know where the exhibitor services desk is located and who to contact should a problem arise during the show.

It is important to provide your team with the schedule of events, or let them know where they can find the schedule online if it has not yet been posted. Attendees often ask exhibitors if they know when demonstrations or presentations are starting, so equip your staff with that knowledge.

Choose the Best

The people you select to represent your brand should be individuals you believe want to be there.  To ensure your booth staff is prepared for success, make sure you address the importance of your exhibit staff’s in-booth attitude and behavior. This is important to note because behaviors and attitudes will ultimately set the tone for your trade show exhibit. The combination of industry experience, brand knowledge and a great attitude says your staff is ready to interact and connect with booth visitors.

Choosing the best also includes working with an exhibit partner that appreciates your brand and has the expertise to draw visitors to your exhibit with a compelling design. Exhibitus is ready to be that partner. Contact us to learn about our full range of exhibit services, including a robust program of booth staff training, to ensure you meet your objectives for every face-to-face marketing event.

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