Report from the Field: Observations on Four Types of Booth Staff

Our colleague, Scott Cytron, and I recently were trading stories about trade show experiences. Scott comes from a different circle of shows than I do, but his experiences are very similar. He came up with this report talking about the four types of trade show reps:

"I’ve told this story quite a few times over the last few months – always to be met with some great laughter, so I thought I would share it here.

I think there are four types of trade show people – not the attendees, but the company reps who work the shows to gain leads for business:

1. The Go-Getters. This group is the one that excels, always thinking ahead to the next stop-by attendee and truly putting his or her best foot forward. The Go-Getter often is in front of the booth instead of behind a table or behind a kiosk, welcoming each and every attendee and talking to any potential leads as possible. These are the ones you want working your booth.
2. The Italian Suit Guys. These are the Mr. Slicks--the guys who are more concerned with their appearance than they are with selling a product or service. They are always on their cell phones, combing their hair and looking in the mirror to ensure they are all put together.
3. The Sit-Down Laggards. ow many times have you been to a trade show in which the reps are sitting down, totally unconcerned with booth traffic and just about anything else. They are unconcerned and usually checking e-mail, and are not the ones you want on your team. Yuck.
4. The Logo Shirts. Images of cheerleaders come to mind, although “energy” is not a bad thing; still, you do not want to be mowed over with corporate speak when it comes to trade show reps. These folk live and breathe the company mantra. OK – that’s not so bad either, but it’s often too deliberate and too in-your-face for my taste.

OK – now it’s your turn. Give Scott and me some feedback and some stories on your favorite or unlikeable trade show reps. Or other trade show stories.

Thanks, Scott.

TTSG

Getting to the point

I was at a presentation today that was about communicating with your audience. Within the presentation was a discussion of how to reach the Y Gen'ers in the workforce. Thinking in threes (I like that, you know), the speaker emphasized that communication to this audience should:

1. Summarize
2. Be concise
3. Be written for scanning

These three thoughts fit trade show graphics and the trade show space precisely.

Graphics should always be a summary of the benefits of your product or offering or message, not a wholesale posting of the latest thick PowerPoint slide from some internal company briefing.

They need to be concise and most likely bullet points and a single photo that get to the point quickly as you only have seconds to capture the showgoer's attention as they walk by your booth.

Created so they can be scanned. Again, this is about getting someone's attention and starting a conversation.

Graphics are only a part of the equation along with the booth structure and the booth staff. Each plays a clear role (along with pre- and post-show promotion) in reaching the audience you want at your shows.

TTSG

(Thanks to Scott Cytron, Pierpont Communications; this was borrowed from his 3/28/08 presentation to the NIRI Dallas Chapter)