Trade Show Success - Staff
- Pro-Branding
- Feb 10
- 3 min read
STAFF
Staff members are arguably the most vital component of your trade show strategy. While newcomers can excel, it is advisable to prioritize hiring experienced professionals. Your team should be enthusiastic, personable, and skilled in engaging with attendees. The focus should be on their presentation rather than solely their expertise. Additionally, ensure diversity within your team by avoiding an all-male group. Although men can perform exceptionally, women often have the distinct advantage of being perceived as more approachable by the public.
An attractive and enthusiastic representative can attract significantly more attention than their male counterparts, particularly if they are passionate about the product they are promoting. When distributing materials, ensure that the brand ambassador or trade show representative not only hands out brochures but also includes a gift attached to it. Without a gift, brochures are likely to be discarded without being read, resulting in financial inefficiency for the company. As the saying goes, "With a gift, you can see the king," and "the lender is master to the borrower," as noted in the Bible. Offering a gift increases the likelihood that people will engage with you and be receptive to your message, supported by the principles of persuasion. Additionally, passion and enthusiasm are inherently attractive qualities.
There is a well-known saying: if someone is ablaze with passion and enthusiasm, others will be drawn from afar to witness it. As a woman possessing both talent and enthusiasm, you have the potential to attract a wide audience, offering them anything you wish. This concept has been thoroughly tested. Over the past eight years, I have distributed gifts, products, and brochures to more than 5 million individuals, gaining valuable insights into what is effective and what is not.
To business owners, clients, and marketing executives: It is advisable to avoid providing brand ambassadors and trade show models with lengthy messages to convey to passersby. Such messages often fail to capture attention, as individuals typically do not pause for extended dialogues. You have at most, three seconds to engage them. Therefore, your message should be concise, spark interest, and does not necessarily need to pertain directly to your company.
Your message should be honest and offer an immediate benefit to potential consumers. For instance, if you are displaying cars at a trade show and distributing free t-shirts, your message could be: “If you haven’t already, please come and collect your free t-shirt” (while visibly holding the t-shirt). This approach will effectively attract a large audience. Any additional information may detract from their interest.
Once attendees visit your booth and accept your gift, they are engaged and ready for interaction. This moment is invaluable, so it's essential to have a strategic approach. While having the right products and presentation is crucial, having the wrong team can result in wasted time and resources. Additionally, ensure that your staff works well together and enjoys the experience, as their enthusiasm is important.
To ensure their enthusiasm is authentic, it is crucial to create an environment where they are thoroughly enjoying themselves and collaborating as a cohesive, supportive team. Keep in mind that the guidelines for staff at the trade show may differ from those at the office or store, as the trade show environment is more rigid and unforgiving. Success is binary: you either make a positive impression or face criticism and isolation; you either draw in attendees or endure the consequences of a publicly unproductive and costly trade show experience. It is essential to avoid being the business with an empty booth.
Comments