At Exhibit Associates our goal is to be part of our client's team. To assist them in the execution of the exhibit at a trade show event. And for that we have to understand what our client, a trade show manager, has to go thru to make this happen.
As a trade show manager, you have to ensure that your company's exhibit is attractive, effective and within budget. You also have to train the corporate employees who will represent your company in the trade show booth. Here is a quick overview of what the training should cover:
The goals and objectives of the trade show, such as generating leads, increasing brand awareness, launching new products, etc.
The features and benefits of the products or services that will be showcased in the booth, as well as the key messages and value propositions that should be communicated to the visitors.
The layout and design of the booth, including the signage, graphics, displays, demos, literature, giveaways, etc. The employees should know how to use and maintain the booth elements, as well as how to handle any technical issues that may arise.
The etiquette and behavior that is expected from the booth staff, such as dressing professionally, greeting and engaging visitors, qualifying and capturing leads, following up with prospects, etc. The employees should also know how to deal with difficult or competitive situations, such as handling objections, managing conflicts, avoiding negative comments, etc.
The schedule and logistics of the trade show, such as the set-up and tear-down times, the booth hours, the breaks and rotations, the transportation and accommodation arrangements, etc. The employees should also be aware of any rules and regulations that apply to the trade show venue and organizers.
The Budget! Yes: Share with the staff how much this cost to build, ship, setup and exhibit. Share the costs of travel for all staff members. The staff needs to understand this is more than just their time and travel.
The show you choose, your booth, your follow up plan and your staff all are parts of the equation of a successful trade show event.
Exhibit Associates is a full service exhibit house. Which means we can design, build, manage, execute on your tradeshow booth. Tradeshow Booths, Corporate Displays and Museum Exhibits are our wheelhouse, along with execution on experiential marketing programs. Since 1978 clients have come to us for their display and exhibit needs.