Trade Show Emporium

Exceptional trade show operators leave nothing to chance. They establish clearly defined roles and rules for management of their trade show booth weeks prior to the show. They pull the entire group—all show participants—together to strategize before they set foot inside the tradeshow venue. They document responsibilities, outline who is responsible for bringing what to the show, and they make a backup plan to cover unexpected failures like deliveries that don’t make it or travel plans that go awry.

Pros at trade shows, real pros who net results, lead by example. Like Eagle Scouts, they are prepared. And they’re adaptable. Apocalyptic shifts don’t deter them from their goal.

To that end, lead your trade show team to greatness by establishing The Rules.

The first rule in effective booth management at any trade show is Never Sit Down. A trade show is after all a show. Stand up. Take center stage. Engage the audience. From a seated position, no one commands attention.

Schedule clear shifts. No one can be effective on their feet 8 hours in a row. Set up a schedule as you would assign lifeguard duty. Always have a lifeguard on the stand. Two people on the floor at all times is optimum with a third in rotation.

Eat, drink and be merry away from the booth. Never in the booth. It’s distracting and messy. No one wants to shake hands with a vendor who is munching on potato chips.

Dress the part. If you’re selling medical equipment or pharmaceuticals, a golf shirt doesn’t communicate serious intent. Likewise, if you’re selling home improvements, a pinstripe suit can be off-putting to the casually dressed homeowner looking to add a sauna to his address. Logoed wear can underscore your brand presence. And don’t forget the shoes: wear shoes that will allow you to stand comfortably all during your shift.

Wear your company name proudly…on a nametag that potential customers can read and recall.

Introduce yourself to potential clients as if you’re the host of the entire trade show party.

Know how to operate the technology. When a laptop fails, the booth operators need to have the tech skills to get it up and running pronto.

Frame the message. Everyone on the team should have mastery of the features and benefits your product or service provides.

Daily post-mortems are a must. Don’t let the team scatter to the nearest watering hole once the show clock hits quitting time. Convene at the end of each day and review what went well during the course of the day…and candidly review where team members could improve on the next day’s business.

Finally, surprise them with a reward. Treat your team members to something special to commemorate a show well done. Remember, this is a show. Applause is expected.