During your training course prior to the
exhibit, you must ensure your booth staff
is extremely knowledgeable about your
service mix, and incredibly effective in
their listening skills. Take time to review
booth materials, your six-second association selling points, competitive analysis,
attendee demographics, meeting logistics
and other pertinent information.
Additionally, refresh your staff with new
and old exhibit marketing protocol. Remind
them to greet attendees at the edge of
the aisle, not inside the booth; guide the
attendees into your booth for more information; attempt to address complaints
in an area away from the booth; etc.
Another lesson to include in your
booth training is non-verbal communication. Approximately 60 percent of your
staff’s communication in the booth is
non-verbal, so be sure to include instruction on best practices. In addition, your
staff should develop non-verbal cues to
alert other members of the team when
they need assistance or need to be
relieved from their conversation.
Most importantly, teach your booth staff
to seamlessly walk the line between assertive
salesperson and friendly service provider,
while maintaining your association image.
Additional training should occur onsite each morning to review successes
and failures from the previous day or
refresh materials before the floor opens.
Try to maintain the same exhibiting
staff team throughout the course of the
meeting. Consistency in your booth staff
will directly correlate to the attendee’s
perception of your organization’s consistency. Remember, this staff person is a
sample of your services. Moreover, this •
will reduce the amount of training and
increases recognition among meeting
In a sea of booths, you must figure out
how to ensure your booth makes an impact
in the exhibit hall.
In terms of signage, simplicity can
• Select simple graphics to shine
through the other hall distractions.
Content should be placed on your signage with the most important information on the top and the least at the
bottom. For example, highlight your
TIPS AND TRICKS
Never turn your back on a visitor. You want to maintain some form of eye
contact, but more importantly, you always want to watch where your visitor’s
eyes stop. This way, you can prolong the conversation by explaining programs
that their eyes indicated interest in.
Business cards belong in the back of the booth. This tip is great for luring visitors who are hesitant to enter the booth. You simply ask them if they will take
your card, and step back toward the back of the booth. Typically, the visitor will
follow your movement and enter the booth. Once you’ve given them your card,
discuss programs with materials in your immediate vicinity. If this idea concerns
you because you want aisle-grazers to have your contact information, consider the
contact information contained in each of your marketing pieces.
Be loud and proud. If you have brightly colored premiums or materials, display
them proudly throughout your booth. If your image allows it, introduce music
and scents into your booth ambiance. Any change from the monotonous marketing literature is typically welcomed by meeting attendees.
Remember, the booth is only a marketing vehicle — your staff handles the