When it comes to trade show marketing, businesses often see the value in the event, but don’t always see the work it takes to make it successful. I’ve seen clients purchase a great exhibit, create beautiful literature, order matching shirts with logos, but not train staff for working the booth.

Here are 10 training tips to put to work for your expo team:

1. Get the facts about exhibit marketing – You have only seconds to engage a prospective client, so you don’t want it wasted. Biz2Biz archives are full of tips for developing your trade show experience. 

2. Schedule pre-show training

• Conduct pre-show training with your staffers before every show. Write a list of objectives and brief every member of your expo staff on his/her role.
• Get staff familiar with your company’s products and services. Provide talking points so they can speak intelligently about them.
• Look at how your booth will be staffed. You may want to assign certain staff to greet prospects; trade shows can get hectic and clients will wander away if no one approaches them quickly.
• Consider setting incentives or rewards for accomplishments, such as the person who generates the most qualified leads, secures the best contact, or other objective that serves your company.

3. Keep it professional

• A few rules can help set clear expectations. For example, you don’t want staff blocking the flow of traffic in and out of your booth, even if they are talking with potential customers.  A floor plan – kind of like blocking a play on the field – can keep things moving. Other things to consider: dress code, no perfume or cologne, and no eating or drinking at the booth, which includes chewing gum.
• Give undivided attention to prospects. Keep cell phones on vibrate and resist the temptation to answer calls or text messages.
• Take every opportunity to engage attendees. Trade show attendees expect to be approached; take time to talk to them about their needs. Your goal is not to pitch everyone who stops by – engage them in conversation to qualify them as a true lead. Your ROI will be enhanced if you can weed out those unqualified “leads.”
• Use a lead form or electronic lead-generation slip to keep notes, including the name of the person making the note. Details matter, and in a day or two exhibit staffers will have forgotten specific conversations.

4. Arrive early and be prepared

• Arrive early enough to set up for the day. While most shows allow for setup the day before the event, every exhibit day requires general housekeeping, restocking literature and promotional items. Secure literature and items when the booth is left unmanned with a graphics case or lockable counter designed to store and secure materials. There may be security guards at the exhibit hall, but they aren’t watching your booth.

5. Reward Your Staff

• When the show is over, reward your hard-working staff for a job well done. Take the team out for lunch or hold an office party to show that everyone is appreciated and valued. Make a big deal about awarding the incentives or prizes you promised. Remember, your expo staff is the key to your success at a show, before and after.

From Biz2Biz NWA,  January 2010,”The Business of Education”

By Ken Abernathy, Big Hats Consulting/ Fayetteville: Ken Abernathy is president and CEO of Big Hats Consulting, a full service tradeshow program consulting firm in Northwest Arkansas. Ken has more than 25 years experience in the tradeshow and event industry. Have a question? Email: ken@bighatsconsulting.com.