In our previous post, we discussed how it would be easy for unprepared booth staff to become overwhelmed by the crowds and by the presence of so many competitors vying for attendee attention. Booth staff training is essential. Exhibitor Magazine outlined the four key parts of a successful booth training program: 1) review of marketing strategy, exhibiting goals, and products; 2) booth staff behavior and etiquette; 3) in-booth exhibit orientation; and 4) housekeeping details.

In the first part of the training, the management team will review of the marketing strategy and highlight management’s commitment to and support of the trade show program. Additionally, measurable corporate objectives and individual staff goals should be clearly understood by everyone on the exhibit team.  This is also a good time to dole out show roles, such as booth captain, press/media liaison, technical staff for demos, competitive-intelligence gatherer, conference-session attendee, etc.

During this portion of training it is important to review show information, especially whatever data is available around the attendee profile and anticipated total number of attendees. Also share the names of VIP customers and/or prospects that might visit the exhibit during the show, as well as the appropriate action for staffers to take. For example, should booth staffers direct VIP clients to a specific sales rep or company contact? Other items to review include any exhibit/show themes, pre-, at-, and post-show promotions, key corporate messages (takeaways) to deliver to all visitors, and frequently asked attendee questions from previous shows along with their preferred answers.

Finally, review the products being shown in the exhibit and share printed product overviews including benefits for each target audience, features, applications, specifications, availability, pricing and show specials, and competitive product reviews (models, features, benefits, and costs).

In our next post, we will discuss the basics of booth staff etiquette and how to train and equip booth staff for maximum effectiveness on the trade show floor.

Need help preparing for an upcoming show, contact us for a custom consultation. 

In our previous post we discussed the value of training for your exhibit booth staff. The average company invests thousands of dollars to send key salespeople and other staff to trade shows and expos around the world. Yet without proper both staff training, the exhibit team won’t have the insights and information they need take full advantage of the unique selling opportunity exhibiting brings. In order meet your trade shows goals, event staff must be properly prepared.

The information you present during training is dependent upon many factors, including the experience level of the team staffing the exhibit, the size of the staff and their knowledge of the rest of the team’s areas of expertise, the staff’s availability for extended training before the show, the scope of products being shown and the staff’s familiarity with them, the size and complexity of the exhibit, and the promotional program planned for each show.

Comprehensive exhibit staff training consists of four parts: 1) review of marketing strategy, exhibiting goals, and products (typically presented by management); 2) exhibit-staff training; 3) in-booth exhibit orientation; and 4) housekeeping details.

Due to the confidential nature of the marketing strategy and booth training, these sessions should be held in a private meeting room away from the exhibit, such as a conference room at the convention center or hotel. The exhibit orientation is held at the booth, generally the last afternoon before show opening or the morning before the show opens when the exhibit build is complete.

Exhibitor magazine published the following set of best practices for pre-show training. In future editions of this blog, we will re-post the content. Our next month’s post will cover how to brief your booth staff on the show’s marketing objectives and goals.

Can’t wait? Contact us today for a custom consultation.

We’re going! Now who’s going?

Once you pick a show the next big dilemma is who to take and how many to take to staff your booth.

The size of your booth can help answer that question. Rules of thumb say the formula for staffing a booth is one person per 50 square feet of space, plus perhaps an extra person for the peak times of the day.  Another factor to consider:  will you be doing product demonstrations in your booth?  If so, be sure you have adequate staff to handle the demos as well as engaging with other attendees at the same time.

Your booth should be staffed with the most enthusiastic and articulate representatives of your company. We recommend sending a mix of leadership, salespeople and marketing people.  Your booth staff should mirror likely visitors so that there is someone on staff who can relate to your visitor’s role within his or her company.  You also want to have a subject matter expert on hand who can address a variety of topics that visitors may bring up.

But knowing how many people to bring is just the start of your trade show planning. Booth staff training is essential to having a successful and profitable trade show. More on that in our next blog post. Can’t wait? Contact us today for a custom consultation.

When it comes to booth design, we have seen exhibitors go to both extremes. Either they over-pay for a structure that is so customized and overly designed they may never be able to use it again or they search online for the lowest priced, pop-up display they can find.

While it is tempting to shop for booths solely on the basis of price, keep in mind the difference in the grade of materials used to manufacture the display frame and its associated hardware. To ensure you’re getting a high-quality product, contract a professional exhibit house that can tell you exactly how and of what materials their displays are made. ExpoPlus working together with the Bodden Partners Group of Companies, can design, plan, produce, and install everything you need for outstanding events of any size. We can also provide you with the necessary fire retardant and other certificates to provide to show management.

While online retailers might be able to sell you a cheap display, they won’t be able to provide you with custom services or assist you with emergency situations when you’re stuck on the show floor. ExpoPlus not only provides affordable displays, we will also assign you a dedicated account manager, who you can easily contact at any time with your needs and questions. If you exhibit at one of the many shows where we are the official general contractor, our team will be on site with you, ready to assist at a moment’s notice.

Designing your trade show display is as strategic as picking the right show or crafting your marketing message for the right audience.

Trade shows, especially the larger, well attended ones are loud and visually cluttered with aisle after aisle of vendors vying for attendee attention. The average trade show has over 400 exhibitors. Attendees spend 7 to 8 hours on the floor over a period of 2 to 3 days visiting an average of 25-31 exhibits, spending only about 5 to 15 minutes at each booth. Booth design is critical to rising above the fray, being seen and being remembered.

Designing booths is both a science and an art. It requires transforming your marketing strategy, corporate identity, and brand into a three-dimensional experience that will arrest attention and attract visitors into your space. In our next post we will discuss the strategy behind booth design.

If you would like to tap our expert guidance for your next show, contact Barbara Stroup for a custom consultation.

In recent posts we’ve shared some tips and insider secrets to finding your ideal booth location. But given the size and level of interest in some shows, you may find someone else has booked the space you want. What if you find yourself in a less than ideal location on the exhibit floor? What to do? Don’t lose hope. Even if your ideal space has already been taken, you can still have a successful trade show. Studies by market research firm Exhibit Surveys Inc. have demonstrated that effective pre-show and on-site marketing can draw a steady flow of qualified visitors to your booth and outweigh a less than ideal location on the exhibit floor.

In addition to traffic building programs, here are other tips from Exhibitor Magazine that can salvage your trade show investment. If all the good spaces are taken, ask the person in charge of booth sales to ‘cut space.’ The show organizer can re-section a group of in-line exhibits into an island or peninsula, for example, or two smaller islands can be joined to make one larger island.  Just because you don’t see it on the floor plans doesn’t mean show management can’t draw it in.

Another option is wait listing. You can tentatively contract for a space you don’t love, but could live with, and then note on your contract that you want to be wait listed for space of a specific size or configuration. You’ll then have the option to switch if and when it becomes available.

As you can see from this series, selecting a booth location is one of many decisions that will greatly impact whether you show is a success or not. If you would like to tap our expert guidance for your next show, contact Barbara Stroup for a custom consultation.

TSNN has published a very comprehensive article on how to avoid some of the most common problems that take place during trade show setup. Some of the tips and suggestions include:

• Check the ceiling height and restrictions. Will your booth or banner fit? Is it allowed? Some sites have ceilings that dip and jut skyward in different areas so it pays to avoid surprises on the show floor
• Order your electrical needs early from the show site contractor – late orders are very expensive and tend to get lost. Incorrect placement of electric drops is the #1 cause of delays and cost overruns
• To minimize installation and dismantle labor costs, number your crates according to content, attach a diagram with instructions for exhibit set-up and include electrical requirements and repacking instructions.
• If you exhibit in multiple shows, use the same freight carrier and negotiate volume discounts.

For more expert solutions, contact our experienced events and trade show team at ExpoPlus.