Training your booth staff remains one of the key factors to a successful show. Your minimal investment in training can increase your trade show revenues incredibly! With a little information, your staff will shine at the next marketing event! Of course professional training is invaluable, whether that means how to implement in booth activities, public speaking seminars and the like, but often a few common sense rules are enough to boost the effectiveness of your booth presentation. Here are some of our favorite, easy to apply rules for trade show exhibitors:
Your booth is a professional business environment…keep it that way.
Don’t eat in your booth. Momma always told you it was rude to talk with your mouth full, and as an exhibitor you are there to develop relationships with show attendees…no food! And for goodness sake don’t chew gum either!
Dress appropriately! Don’t wear jeans and shorts unless you are exhibiting for the Gap or Levi Strauss. Clothing that reflects your company branding is always a plus!
Don’t put a table at the front of your booth. Your marketing materials should be placed in literature racks and acrylic brochure holders. You are there to welcome prospects, to invite them in to engage in conversation…a table in front of your booth hinders attendees from visiting with you.
Don’t sit down in a standard height chair unless you are engaged with a prospect. You want to remain at eye level, ready to work with your prospects. Sitting down at the show can present a sluggish, sloppy and disinterested attitude. Bar height chairs, stools and a conference center are fine…it’s the folding chair arms crossed in front of you mentality that needs to be avoided.
Don’t talk on your cell phone or text message in the booth. Wherever you are…be there! Don’t remove yourself from the game by engaging in these behaviors.
Staff your booth with enough workers. One exhibitor is never enough…2 will be good for a booth up to 10 x 10, but larger than that and you’ll need more. Attendees often lack the patience to wait for you to finish speaking with another client. Remember that your competitor may be just around the corner…if you aren’t ready to work with the prospect they probably are!
Applying these nuggets of common sense will help you with your presentation at the next show. Although they seem simple, take notice next time you are at a show how many exhibitors don’t follow them…and think how much more profitable your show can be because you do.
