Booth Staff – The Not-So-Secret Ingredient to Success

No matter how big or small your booth is and how well you have laid out the strategic plans for your show, it’s not likely to be successful if you don’t have buy-in from your booth staff. Most of the time you don’t get the support you need from staff because they don’t feel connected to the process and they don’t understand how important their role is in the success of the show. To get staff on board, be sure to communicate the “big picture” to help them connect to the program:

  • Clarify show goals (and why they are important to the company)
  • Explain the show strategy (make sure they know what’s going to be happening in the booth and when and why it’s important to the success of the show)
  • Prepare staff to have successful interactions with the attendees. Help them by giving pointers on:
    • Greeting
    • Asking qualifying questions
    • Making sure that the staff knows the products/services that you’re highlighting and if there’s anything new they should be aware of
    • Knowing how to listen and then convey the proper message
    • Disengaging a visitor
    • If you have a bigger booth, think about assigning roles (i.e. greeters, demonstrators, lead takers, etc)

Remember, whether your booth is big or small, if you have 3 team members or 30, your staff can make or break your program. Be sure to give them the tools they need to be confident working in the booth and help make the show as successful as it can be.

How do YOU get your staff on-board with the program?

Susan Brauer About Susan Brauer

Susan Brauer, CME and president at Brauer Consulting Group, has more than 20 years experience in the trade show and events industry. Her experience in setting strategic, quantifiable objectives, promoting and strengthening key corporate messages and demonstrating ROI has led her to also become a sought-out speaker at national trade show events and conferences. Susan’s areas of expertise include strategic goal-setting, event measurement programs, booth staff training and hands-on, interactive workshops.

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