Trade shows can be an excellent way for companies to introduce new products to an audience of potential consumers and interested media, obtain business leads for your sales force and gain more notoriety in your industry. According to Trade Show Advisor, one of the essential steps in having a successful conference experience is properly training your booth staff. A coherent presentation for any company in a trade show includes a team that knows the company marketing message for the event, and knows the product thoroughly.
- Do not go into a trade show trying to display everything your company does and exhibiting every product you sell. Create a message or theme that fits the trade show, and then train your staff on every detail associated with that message. For example, if the trade show is about environmentally friendly products, then be sure everyone in the booth understands how your offerings are good for the environment and how your products can interact with other products to make them green as well. If you are displaying your newest line of products, then make sure the staff knows as much technical information as possible. Ask the product engineers to spend time with the booth staff on product training, and have an engineer available at the booth itself. Your marketing staff should have already devised a way to work the new product into your event message, and your booth staff needs to understand and use that message frequently.
- A trade show event is a chance to gain your company industry exposure, but it can also backfire if you do not staff your booth properly. People visiting your booth will leave with a good impression of your company and your product if every person in your booth has the information the customer is looking for or knows where to get it. Sales people can make good booth staff as they know what to look for in a prospective customer and how to engage in conversation, but engineers are essential to answer specific technical questions posed by customers and other engineers. Staff a trade show booth based on what is best for the company and not based on the individual needs of the people in the company. Qualified and effective sales people and engineers should be staffing a booth and not people who think it is their turn to go to a trade show. Send only your best people to a trade show as they will be representing your company and establishing your company's reputation.
- According to TradeShowHelp.org, you will want to advise your trade show staff to wear comfortable shoes as they will be on their feet most of the day. A trade show can be physically demanding so do not send people that are unable to withstand the rigors of the event. Keep plenty of water available to your staff, and discourage food in the booth. Allow people to have quick lunch or dinner breaks away from the booth, and stagger break schedules so that the booth is always sufficiently staffed. Issue everyone a shirt to wear so that the team looks unified, and mandate that what pants or skirts people should wear to keep everyone consistent.
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