Profitable Exhibitors = Successful Shows

Written by Susan Ratliff on May 1, 2013. Posted in exhibitor training

Every company that exhibits in tradeshows should provide some pre-show training to exhibitors.  In addition, when a show producer or event manager provides exhibitor training on goal setting, effective display design, sales strategies, promotions and follow up, exhibitors will be much more productive at the show.   A trained exhibit staff will collect 20% more leads than a company with no training. Believe me, I know from experience that it is rare to find an exhibitor that has ever had a comprehensive course on how to create a great exhibit or work the show. Most companies have never provided exhibitor training and veteran exhibitors who think they have so much experience, actually have been making the same mistakes for years.  Show producers would benefit greatly by offering training to exhibitors in their shows.  An effective training seminar will foster their loyalty, add value to your booth package, reduce turn-over, improve professionalism on the show floor and give your event a competitive edge.  Providing education about networking, effective promotions and marketing strategies will generate free publicity, drive traffic to the show and improve sponsorship sales.  When you give exhibitors relevant tools and training to maximize returns on their investment you will be remembered as the show producer that does more than just sell booth space.  In addition, studies show that meeting an exhibit marketing expert in person, getting questions answered on the spot, seeing real-world examples in action and learning it all from someone other than you or your staff will produce the best results. 

Here’s a start:  The Exhibit Experts Top Ten Tips for a Terrific Show

Plan ahead:

Begin preparations for each event well in advance. Order show services and schedule shipping early. Evaluate display properties for damage.  Attention to details will eliminate headaches and save you time and money

Set Objectives:

Know what you want to accomplish at the show. Create a list of goals with the staff.  Make expectations clear.  Reward exceptional productivity.

Design A Dynamic Display:

Image is everything.  You have only seconds to attract attention. Receive maximum visibility with a coordinated theme and interesting merchandising methods.

Reinforce your marketing message:

Sell benefits! Use large pictures, vibrant colors and minimal text to promote solutions and results. 

Project a positive image:

First impressions are critical. Every display element of your display must reflect your company’s professionalism, personality, integrity and style.

Train you staff

80% of attendees base their opinion of your company on the actions of the employees at your booth.  Prepare your people. 

Develop a sales strategy

Script a presentation that engages, excites, educates and encourages a desired action fom attendees.  Require the staff to follow it as a guide.

Follow-up effectively

Contact all leads within one week. Phone, fax, email or mail information that solicits an appointment, interview or sale. Include a deadline for reply.

Exude Enthusiasm

Nothing makes a more memorable impression than happy, smiling employees eager to assist inquisitive prospects.

Factor in some fun

Loosen up. Don’t be to conservative. Show attendees want to be entertained as well as informed.  Successful exhibitors combine the two.


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