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If you’ve already decided to send the same individuals who go to each show, you may want to think again. These same individuals may be experiencing the ‘burn out’ factor or simply have other duties that demand their time; here’s what I would suggest. After writing a one paragraph job description about the duties as well as the goals and objectives of manning the booth, post it on the bulletin board or send it to every qualified employee. They may actually have a new perspective on this task, view it as a perk and bring more enthusiasm to the whole experience. Interview a few who show interest and just make doubly sure their product and company knowledge is where you want it to be. Remember, trade shows are a different environment where there is a difference in the psychology of interaction on the trade show floor. Most visitors are looking for product information to the ’inth’ degree first and foremost. But you need to understand that those managing your trade show booth need to have one important verbal skill – to ask and thus extract the most fundamental information from each visitor, name, address, phone or email and product interest (at a bare minimum a business card with the product(s) of interest written on the back of the business card). I know this is a blinding glimpse of the obvious but you’d be amazed at how many visitors come and leave trade show booths without ever providing any information. For those you choose; provide them a complete understanding of the pros and cons of each and every show. If your company has experienced problems at a particular show in the past; the individuals you have chosen to represent your company should be thoroughly briefed on those problems and provided a solution strategy so they don’t occur again. You want the result of every show to be better than the last; this is a good start. If at all possible, allow those individuals you have chosen to man your trade show booth to visit a local show. While there ask them specifically to ‘walk the show’, viewing the trade show booths and interacting with the exhibitors. Gage their exhibits, their behavior both with their booth visitors and, above all, ask your own questions and listen to the responses of the exhibitors. No matter what the size is of the local show these chosen individuals visit, the same presentation skills apply and the better equipped your staff is at manning your trade show booth when you send them; the more productive the outcome will be. One more important ingredient, the individuals chosen should have an agenda. So rather than simply ‘standing around’ waiting for visitors to come to your trade show booth; they should have an agenda beyond the time they are on the trade show floor. Here’s what I suggest; have them make appointments with personnel of important accounts BOTH at the show itself and during those appointment to schedule for a company representative to call or visit after the show. Also, find opportunities to meet with prospective partners and promote your company and its capabilities. Who knows, they might even schedule an interview or two with potential candidates for employment. Finally, have those who are chosen do two important tasks: 1) get all the information they have gathered to the right people in your company ASAP and 2) write management a short summary of what they observed, what was good and what was bad about your trade show booth. You want the next show to capitalize on what worked and eliminate what didn’t. Your job is to make the performance of the next show better than the last. About the author of this article, Jim Deady is the owner of Showstopper Exhibits, LLC and a 33-year marketing veteran where trade show booths, displays and exhibits have been his primary focus. For a free consultation call him @ (888) 440-0377 or visit www.showstopperexhibits.com. For more information about Trade Show Displays and Trade Show Booths please visit: http://www.showstopperexhibits.com/
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