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It can sometimes be expensive to participate
in a trade show, and while many companies seem
to spare no expense on their booth design and
conference sponsorship, they often fail to maximize
their trade show potential. Your trade show staff
should be well-informed regarding your expectations
of their trade show presence and behavior. The
following is a basic trade show primer...
Staff should not eat or chew gum while working
in your booth.
Booth staffers should refrain from overly socializing
with other staffers in the booth.
The goal of "booth watchers" should be to engage
attendees.
Cell phones should be turned off, or at least
silenced while on the trade show floor.
Booth staffers should make every effort to look
interested and be engaged, even if they are not.
The hours of staffing a booth at a trade show
can be both long and arduous, and talking to people
all day long can be exhausting, but it is important
to not let that show.
Throats will often become irritated or dry from
talking all day long. Be sure to have items like
mints, hard candy, and water available in the
booth for staffers.
A dress code should be outlined for booth staffers.
It is recommended that all booth staff apparel
contain company branding. This will not only make
it easy for attendees to distinguish booth staffers,
but it will also make a more professional and
consistent presence.
When deciding who to send to a trade show, consider
the fact that personality matters, so send staff
that is poised, knowledgeable, and social.
Remind staff that they are representing your
company, and that they should act appropriately.
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101
Making the Most of a Trade Show