Running an exhibition stand is a lot of work, and you could add to that work if you don’t plan how you’re going to manage your stand and train your staff to make the most of the exhibition. Here’s how you get everything together to ensure your stand is always fully staffed, and your staff know exactly what to say to your visitor. Every staff member on your trade show booth is representing your company, so you need to train them thoroughly with up to date knowledge about your company and its aims, your products and services, your competitors and the latest business trends. They need to be able to inform visitors and be fully prepared to answer any questions that might come up, or at least direct visitors to a specialist on your stand, if the question is a technical one.
Prepare your staff
Every staff member on your booth is representing your company, so you need to train them thoroughly with up to date knowledge about your company and its aims, your products and services, your competitors and the latest business trends. They need to be able to inform visitors and be fully prepared to answer any questions that might come up, or at least direct visitors to a specialist on your stand, if the question is a technical one. It’s not just about their knowledge, though. Staff need to have a great attitude, enthusiasm and the ability to network, engage and interact with visitors.
Your staff will also need to multi-task as they’ll need to take visitor information, gather feedback, collect leads, distribute giveaway items, encourage people to take part in your competition if you have one, and visit your competitors to gain new ideas and inspiration, as well as being aware of how you competitors are doing.
Get to know the booth
Some trade show booths are simple squares, where the people are the only means of interaction. However, they can also be quite complex, with floors and rooms for different purposes, items on demonstration, private spaces and storage included. Every member of staff who is working on the event must know where everything is, and where to take guests to fulfil their inquiries and requests.
Set objectives
You’ll need company objectives for the exhibition, and objectives for your exhibition stand staff. You’ll do far better if everyone knows what they are aiming for. Set up a meeting before the exhibition to go through objectives and let your staff discuss ways of achieving them. You’ll come out with far more ideas than if you try to do that by yourself.
Staff appearance & Behavior
Obviously, everyone on your exhibit should be smart and presentable. They should also reflect your brand, perhaps in a branded t-shirt or with a highly visible badge, though do make sure that they don’t blend into your stand so much that visitors can’t easily see who they need to speak to.
Note also that the way they behave is equally important to your company’s image. Ensure that staff know how your company would like to present itself on the range between highly formal and relaxed or chatty. Good representatives will be able to judge the mood of each guest who approaches them and act accordingly, but it’s still good to have some ground rules in place to help guide their behavior.
LEARN ABOUT THE VENUE
The venue itself might be quite complex in layout, so try to familiarize yourself and your staff as much as possible with what they can expect. From practical things like knowing where the toilets and eating areas are, to knowing about emergency exits, it’s all helpful. Not only will it help your own staff make better use of their time at the event, but it will also let them answer such questions from guests, which all adds up to your company looking more credible.
MAKE SURE VENUE AND EXHIBITION RULES ARE UNDERSTOOD
All exhibitions have rules and agreements in place that all exhibitors must follow. They will cover everything from remaining within your allotted footprint and observing certain levels of noise, to rules about conduct, which may include dress, language and treatment of others. As you’ll be contractually obliged to follow these rules, it’s vital that every member of staff who is part of the exhibition is aware of them and obeys them.
Quality Exhibit Staffers Should Be:
- Approachable
- Attention Grabbing
- Assertive (Yet, Polite)
- Engaging
- Enthusiastic
- Familiar with your Competition
- Good Listeners
- Knowledgeable about Products/Services
- Outgoing
- Professional
- Thought Provoking
Behaviors to Avoid:
- Constant Communication Between Co-Workers
- Chewing Gum
- Drinking Alcohol (Even if it’s free, wait until after the show)
- Dressing Unprofessionally, or Forgetting Your Name Tag
- Facing Away from the Floor
- Eating at Your Booth
- Fidgeting or Overuse of Hand Gestures When Conversing
- Sitting, Unless You’re Meeting with a Client
- Talking on a Cell Phone or Texting
- Uninviting Postures (arms across, chest, hands in pockets, slouching, etc.)
In conclusion, running an exhibition stand successfully requires careful planning and thorough training. By equipping your staff with comprehensive knowledge and ensuring they embody your company's values, you can create a welcoming and informative environment for visitors. Remember, every interaction is an opportunity to make a lasting impression, so prioritize professionalism and engagement. With the right preparation and mindset, your exhibition stand can be a powerful tool for showcasing your brand and achieving your business objectives.
