Quantcast
Channel: GreveCo Displays and Exhibits BLOG » Trade Show Event
Viewing all articles
Browse latest Browse all 2

Efficient Trade Show Staffing is the Secret to a Successful Exhibit

$
0
0

Trade show booths are a means for business in California to increase sales. In order to have an effective trade show display, businesses have to select and assign efficient trade show staff to man the booth. This article will discuss tips on effective trade show staffing, as well as how to determine your trade show staffing needs.

Success Trade Show Booths Need Dynamic Trade Show Staff

Most of the time, people who attend trade show conventions will remember you not for your products and services, but for your trade show booth staff. Your staff will represent your company, and that can either be a good thing or a bad thing,depending on how and who you staff.

Common annoyances that trade show event attendees have against ineffective staff include:

  • Being ignored by the staff
  • Being interrupted by the staff
  • Dealing with a staff who does not know the product or services that he or she is promoting
  • Staff who eat in the exhibit
  • Staff with bad breath

You want to make sure that your brand is represented properly to potential customers. That is why it is essential that you select the right staff for your trade show display. Otherwise, all your pre-trade show event marketing activities and investments to put up an eye-catching exhibit and effective signage will all be put to waste. Choosing the right personnel is vital to a successful trade show exhibit.

Responsibilities of a Trade Show Booth Staff

Your trade show staff need to know their responsibilities during the exhibit, so that they can successfully achieve the goals of the company that they are representing. The responsibilities of your staff include:

1. Prequalify Exhibit Visitors

A good staff must know their company well. They should know the goals of the company, including its target market. With that in mind, your staff should be able to screen each attendee during an exhibit, and identify which ones fit the market that your company is looking for.

2. Establish Relationships

Good people relations and customer service skills are essential characteristics of effective booth staff. Your staff should not only entertain, but communicate effectively with attendees as well. Attendees can turn into leads, and then become buyers, if your staff knows how to establish good relationships with them.

3. Personify Your Product’s Quality and Image

How your staff treat visitors will have an impact on how they will view your products and your company as a whole. It is your staffs’ responsibility to create a good image for your company by dressing right, speaking right, and acting right.

Guidelines for Effective Trade Show Staffing

Your trade show display staff should have extensive training on all aspects of your company’s products, goals, target market and sales message. The following are tips for effective trade show booth staffing:

1. Your trade show booth staff must be trained to be friendly, lively and fully engaged in achieving your company’s objectives.

2. Your staff should be equipped with a well-rehearsed script where visitors are greeted quickly. Staff should introduce themselves together with a concise overview of your company and what it offers. Staff should then ask questions in order to determine whether an attendee is a potential customer. If so, the staff should spend a few minutes to give details about the products and services that are being offered. Never forget to train your staff to gather contact information from interested attendees, so that you can follow them up effectively after the exhibition.

3. Part of training trade show personnel is to let them be aware of what is expected of them. We cannot always assume that they know. Booth personnel should be made aware of how they are expected to dress, what time they are to arrive, how long they need to man the trade show booth, how to show proper trade show etiquette, and to remain polite and professional in all circumstances.

4. Make sure that you do not overstaff your trade show booth, because a booth that is too crowded may turn off and turn away potential customers from visiting your display.

Calculating Trade Show Staffing Needs

You do not want to understaff or overstaff your trade show booth. Your booth’s staffing needs are directly related to the following factors: trade show booth size, relevancy of attending audience, and type of trade show exhibition that you are participating in. Here is a formula for how to determine trade show staffing requirements:

Step 1:

Ask for the list of registered participants. Calculate the number of potential customers you expect to arrive by multiplying the number of registered participants by 16%. According to research done by the Center for Exhibition Industry Research (CEIR), only an estimated 16% to 20% of the expected attendees will have some level of interest in your products and services. You can choose to multiply it by 20% if you are confident that your booth products and marketing visibility supersedes those of your competitors’.

Step 2:

Whatever number you arrive at in step 1, multiply it by 50%, if the trade show event is more general in context and will attract a wide range of attendees. You can multiply it with a number between 35 and 50 percent if the event is highly targeted to your company’s specific market.

Step 3:

Use the calculation in step 2 and divide the number of hours that the trade show display will be open according to the event’s schedule. The result is the number of potential visitors you will get every hour.

Step 4:

This is the final step. Divide the expected visitors per hour that you got in step 3 by the number of contact or demonstrations that you think your booth staff can effectively handle within 1 hour. Then, you will be able to project how many people you need to staff your trade show booth with at any given hour during the trade fair.

Once you have determined your trade show personnel requirements, make sure that your booth area is large enough to accommodate all of the staff. Generally, booth staff will occupy around 30% of the space. That is, about 50 square feet per personnel.


Viewing all articles
Browse latest Browse all 2

Latest Images

Trending Articles



Latest Images