staff training logoHaving a trade show booth can be a great boost to your marketing efforts. You can demonstrate your product and talk face-to-face with many potential customers in a relaxed atmosphere. How much benefit you reap from your trade show marketing depends on the appeal of your booth and the way your booth staff interacts with the crowd. A lackluster presentation or poorly trained staff can prevent you from making the impact you want to.

A Stellar Display Makes For Effective Exhibiting

Your booth is an opportunity to bring your marketing message to life, so having a large photo of your logo on your back wall and some flyers on the counter won’t cut it. For effective exhibiting, be sure your booth:

  1.  Is Well Designed. Even if you usually convey your marketing message in words, your booth should do it visually with eye-catching graphics. You will only be able to communicate your whereabouts to so many people in your pre-show marketing; for the rest of your visitors, you will have to depend on them being drawn into your booth as they’re walking by.
  2. Tells A Compelling Story. Whether you want to emphasize the process used to create your product, its unique history, or how it solves your customers’ problems, use your booth’s visual space to support your story. Consider using videos, touch screens or other interactive technology.
  3. Is Memorable. For optimum trade show marketing ROI, visitors need to remember you. SHOW visitors how your products or services can solve their specific problems in a memorable way. Another way to stand out is to feature high-energy trade show attractions to engage visitors or have memorable giveaways that visitors get excited about receiving.

Booth Staff Training Helps Workers Sell Your Message

Though some employees sent to staff the booth may enjoy the break from their normal patterns, working a trade show is hard work. The hours are long and often require extended periods of standing and remaining cordial when fatigued. Consider some pre-show tradeshow booth staff training to remind workers to exude three important traits:

  1. Empathy. When visitors come to the booth, they present a problem that your product can solve. A good booth worker will block out the noise of the show, listen intently, and respond with the proper empathy and tone to convert a passerby to a customer.
  2. Enjoyment. Whether you are exhibiting at a show for consumer electronics, engineers, or funeral directors, your staff should show that they are delighted to be sharing your company’s message.
  3. Expression. Body language and facial expressions speak louder than words when it comes to trade show booth staff. Warm, welcoming expressions will naturally draw in more visitors and keep them there.

Vibrant, engaged booth staff works in tandem with a creative, well-designed booth to help your company make the most your company’s trade show presence.
About the Author
Jonathan Edelman provides exciting trade show marketing ideas, including advice about prize wheels, customizable scratch-off cards, money blowing machines, and other exciting trade show attractions. With years of experience in the trenches, he is an expert on booth displays, lead generation techniques, and networking with trade show vendors. Helping to build a referral-generating system, his ideas continuously lead to a boost in sales and revenue.

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