Planning an exhibition takes time and money so don't fall at the last hurdle by not preparing your exhibition team and outlining clear goals and objectives. You need to put as much thought and effort into coaching your team as you did developing your exhibition displays. Stand management is the key to the success of any trade show or exhibition. You need to ensure that the staff you choose to man your exhibition stands have comprehensive training as this team will make or break your chosen event.
You need to brief them on their targets, how your exhibition stands have been designed and the areas they will be covering, how enquiries will be taken and what type of information is needed, and who the target customers are. You also need to assign someone to the responsibility of marketing collateral so that brochure displays and literature are kept to hand at all times.
If you are showcasing a new product then you need to ensure that your team is confident and fully versed on how to demonstrate and talk about the new product. They must be astute at asking key questions to determine how your business can meet potential customer needs. This is your company's chance to shine and to stand out from all your competitors so your team needs to be approachable and competent – backed up of course by your dynamic banners and exhibition display.
Choose your team carefully. They must be able to approach visitors to the stand confidently and be able to engage people in conversation. Under confident staff can be tempted to avoid eye contact with visitors and clump together in a group that can be intimidating to potential customers.
If you need more guidance on how your exhibition stands can be most effectively presented, talk to us at The Image Group and we'll be happy to discuss your needs.