Preparing the Staff Before a Show

We've been gearing up for this show for months now. Things are all in place for a successful show. Did I forget anything?

Does the staff know all they need to know?

This process actually starts long before we all arrive at the show. There are a series of things to do with the staff to make sure they all know what's going to happen leading up to and at the show. The tool I've used the past few years is a process that involves a package referred to as "show notes" and a series of meetings and communications (e-mail and phone). The centerpiece is a memo that, in PDF form, goes out to the team periodically prior to the show in 6-, 3- and 1-week intervals. This package includes:

• Show hours, days and dates
• Set up days and dates
• A list of the team members attending and who's in charge
• Date and time for booth staff meetings
• A floorplan of both the hall and booth
• A list of demos and in-booth activities
• Expectations on lead gathering
• Key customers who will attend
• Instructions on what do do with media
• Hotel confirmation numbers
• Ground transportation options
• Contact information for on-site team members

Anything else isn't left to the imagination: team members are encouraged to contact with questions (and they do). I am fortunate to have a crew who knows me and the drill, so our shows go off as planned (usually).

TTSG

Staffing: when is too many too much?

A colleague related to me the other day about a show experience she had with her company and booth staffing.

At a recent trade show, her company sent a contingent of 17 to staff the booth and work the show. Glad to see they want to participate and be a part of the experience. However, there was a fundamental problem:

My friend's company had a 10 x 20 booth space.

And it gets worse: they were sharing it with another division from the corporation who sent a group of three to man staff their "half" of the booth.

If I do the math right, that's at least five times the number of people needed for this space.

While there are rules of thumb on how to staff a space (usually 2 to 3 people per 100 square feet), you really can go overboard. But 20 for 200 square feet? Let's get real.

As always, consider the value and usefulness of all who attend a show for your company.

TTSG

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

Badges

While it may seem like a pain, getting, managing and controlling badges for a show is really a critical and important task (duh!).

All of your staffers need credentials. You need to remember things from this list as you prepare for and hit the show floor:

• Know the allotment given you by the promoter of the show. At the NACStech show, it's 2 badges per 10x10; so our 20x30 yields 12 badges. Beyond that, there is a charge.
• Know how to get the badges assigned. On line? By fax to the organizer? And have a complete, correct list.
• Make sure you are the one who can make changes and are the assigned administrator. That is, if you are the one going to the show. Otherwise, you need to designate someone who is at the show to do this.
• Get your badges to your staffers in advance, if at all possible.
• Treat your exec's badges like gold. Hand them to them in person, if at all possible.
• Take all of your allotment. Assign names to every badge, even if you won't use them all.
• Keep track of all badges. If someone leaves the show early, snag their badge and use it to get in a late comer or guest.
• Be sure and not forget your media and other support vendors.

TTSG

Using literature effectively at a show

It never fails. The client wants to bring all of the brochures and collateral the company has on its shelves to a show. While the printed word in a 2-D form is a great supplement to an effective trade show, it can also be a distraction or a detriment. Three things come to mind when literature becomes involved with a trade show:

1. Handing literature to a client says "goodbye."
2. Extra, precious resources (money) is spent on shipping literature.
3. Literature makes a great follow up mailing after the show.

Saying goodbye. When a staffer hands a brochure to a visitor, it usually means the visitor has asked for it or the staffer is politely saying the conversation is over. It can also be a crutch for your sales staff, particularly those who choose to pass out giveaways and literature, rather than talking to or qualifying visitors to the exhibit.

Shipping. In my experience, I've seen the same literature shipped out that was shipped into the show. Why spend your valuable budget on shipping literature that may go unused?
In addition, it also takes up valuable storage space in the booth during the show.

Following up. Since you want an excuse to contact your tracked and untracked leads after the show, why not use the opportunity to send them that brochure with a promise to call them?

Lesson learned: brochures and your time are valuable. Use them wisely.

TTSG