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.

I got inspiration for this post after walking through several exhibit halls at the conferences I have been speaking at recently and of course, from David Letterman’s top ten list. These issues have a way of really messing up a perfectly great display and making your booth staff and your company look unprofessional. I’m here to offer advice if you need some work in these areas.

#12

The plans for assembling the display were not in the crate so the I&D crew set up the booth backwards

#11

It takes the average attendee 22.6 seconds to figure out what your company does

#10     

The booth decor includes an assortment of half empty cardboard boxes

#9       

Cleavage appears to be part of the dress code 

#8       

An entire 20’ exhibit is stuffed into a 10×10 booth space 

#7       

Three chairs are blocking the view of that brand new $5000 graphic mural 

#6

Three guys in suits are sitting in those chairs talking to each other 

#5       

A bowl filled with kit-kats and snickers is the preferred method of customer engagement 

#4       

The front counter doubles as a dinner table 

#3       

A magnifying glass is required to read the long list of features under the mission statement on the banner stand 

#2       

A badge-swipe has replaced the need to ask qualifying questions 

#1       

The decorator’s ugly cardboard I.D. sign is still hanging from the rear drape 

If you happen to be coming to Phoenix next week you can catch my “Exhibit Like An Expert” seminar at the August 5th meeting of BOMA (Building Owners & Managers Association) and at the Maricopa Home and Garden Show on August 8th.  I will be teaching the attendees the five key elements they must master that will turn their exhibit booths into a powerful profit center.  I love teaching that seminar because it includes practical, relevant tools and strategies that can be immediately implimented at the show.  The five elements of importance that we review in detail are:  Goal setting, Display Design, promotion, sales strategies and effective follow-up.  I get really excited when the seminar attendees go back to their booths and rearrange their products, change the location of their table or adjust their props in response to my instructions and tips.   Helping exhibitors look great, sell more and make money at tradeshows, consumer shows and events is my goal.  For some of my free tip sheets or to hear more about our line of display products to make you stand out from the competition check out our redesigned website at www.ExhibitExpertsAZ.com . If  your organization or conference needs a speaker on the subjects of exhibit marketing, networking, publicity or entrepreneurship give me a call to chat.  602-437-3634.  I hope to see you at a tradeshow soon.