Episode 003 – Training booth staff to help you succeed

Episode 003 – Training your booth staff

Training your booth staff starts with teaching them the basics and then showing them how to use those basics to help you achieve your goals and maximize your ROI.

· If you train correctly, it can make a huge difference between an okay performance and an amazing one!

· The basics are very important, and we will cover 12 of them in this lesson.

· First – there are really only two questions.

The first question is, have you trained your booth staff? If so, what did you train them on? You need to train them on how to actually run a trade show.

If you are not training, then you need to start. Do not assume your employees know how to perform to achieve your goals. We will discuss what specifically to train.

The first thing you need to do is create a strategy and a timeline.

· For a successful show, all of this doesn’t happen before the show – it requires planning.

· Assumptions – You already have all the displays, banners, and other items you need. If not, calculate the time required to design, print, and manufacture them.

· timeline:

· Approximately 6-8 weeks or longer – You will need to develop a complete strategy for the show. Work with company leadership to ensure you are focused on the right goals.

If you are preparing a large, complex booth or designing a new booth display, more time will be required.

· In your strategy, set goals, booth focus, who will be in charge of the show, pre-show marketing, etc. Go through every detail required to plan and run the show and achieve your goals. Also assign responsibilities for each aspect.

· About two weeks later – Hold a training session or conference call with all staff at the show.

· Get ​​feedback from the team to gain buy-in.

· Once the details are finalized, they are provided with a one-page summary that they can print out or save on their phone or iPad.

· Basic knowledge – applicable to all types of businesses

1. Target – Make sure everyone knows what you are trying to achieve at the show and what role they play in achieving those goals.

2. How to get the information you needWhatever your metrics are, make sure you have a system in place to achieve them. Train your team on how to use that system.

3. About the Performance – Cover every detail that’s important to your employees. Including industry, number of attendees, job level, show history, and more.

· Also share the exhibit hall layout of booth location, customer and competitor booth locations.

4. Your key product or business information

What products or services are you promoting or highlighting at this show? What information or new promotions do attendees need to know about? The main brand message you want attendees to remember when they leave. Every attendee should leave your booth with not only something they want, but something you want them to have.

5. About your booth.

Your booth layout

Booth design

Marketing materials and literature

Where the booth is located at the exhibition site

· Number of participants

Who is responsible for installation and removal?

6. Agenda and time – Include a timeline of every activity during the show that your group was involved in.

· Exhibition setup and dismantling time and person in charge

Exhibition time

· Conferences, seminars and networking events – times, locations and instructions

Shift time

What to do at social events – This can be an awkward experience for some people. Training on how to make the most of these social opportunities.

7. Games, sweepstakes or giveaways – Make sure everyone understands the game/giveaway or sweepstakes you’re hosting and how it works. Every game, sweepstakes or giveaway should have a purpose!

8. Booth Process – Booth flow is the method and pattern of how attendees flow through your booth. Everyone working at your booth should know exactly the flow you want attendees to go through, who they should talk to, what products they should see, what they should take away, and what information you hope to gain. This is by far the step that will give you the biggest payback!

9. clothing – Make sure everyone not only knows what to wear, but also has the right shirt or other items. Remind them to iron their clothes so they look nice!

10. Marketing before and during the show – Explain any mailings, advertising, social media campaigns and other marketing activities.

11. Follow-up – Explain follow-up tasks and responsibilities

12. After the show review – Let your team know within a few days after the show that you will be holding a meeting or conference call to get everyone’s feedback on the show, the pros and cons, what changes should be made, and whether you should run the show again.