Trade show kit

Trade show kit

Don’t Leave Home Without Your Trade Show Kit

You’ve arrived at the trade show, exhilarated and ready for action. Unfortunately, your exhibit is missing three screws, a light bulb sparked and died, your only pen just leaked ink all over the business cards, an extension cord doesn’t work, your banner is covered in fingerprints, and now you’re developing a splitting headache. Did anyone bring some aspirin in the trade show kit? Do we have a trade show kit?

Thoughtful preparation for a successful trade show involves the assembly of a complete trade show kit. Equipped with this trade show kit you’ll be prepared, composed, and have more valuable time to spend with prospective clients. So reserve some time prior to the show and collect the following items for your trip:

  • Exhibit Repair Kit – include a screwdriver, screws to match, hammer, pliers, wrench, and touch-up paint if necessary
  • Exhibit Equipment – pack extra extension cords, power bars and spare light bulbs
  • Lead Supplies – bring a sufficient number of lead generation forms, business cards, and an appointment book
  • Exhibit Cleaning Supplies – include some paper towels or cloths, and a small spray bottle with cleaning solution
  • Personal Hygiene Items/First Aid Kit – add breath mints, hand cleaner, nail clippers, antacids, pain relievers, band-aids, facial tissues and a small sewing kit
  • Office Supplies – assemble pens, pencils, folders, staplers, staple remover, paper clips, scissors, packing tape, postage stamps, paper, envelopes, clipboard, highlighters, box cutters, rubber bands, string

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Trade show staffing strategies

Show Off Your Trade Show Staffing Strategies

By this time you’ve identified your staff best suited to achieve your goals at the trade show: they’re friendly, fully engaged, good conversationalists, polite, motivated, know what’s expected of them, and have practiced the company speeches. But what about your trade show staffing strategies? But do you have enough staff? And other than staffing the booth itself, what other special assignments can they undertake to maximize your presence at the show?

What are some of the trade show staffing strategies you can use to improve your trade show results?

The Center for Exhibition Industry Research estimates that approximately 16 to 20% of visitors will have at least some level of interest in your product or service. With this statistic in mind, how many staff will you need for the entire show?

First, ask the show sponsor how many attendees are predicted to register for the event. You can then calculate the total number of prospects by multiplying the number of registered visitors by 16%. Using 16% is a conservative approach; if you think your presentation and pre-show marketing strategy will be even more successful, then multiply by 20% instead of 16%. This number yields the total number of prospects, based upon the entire show attendance.

Next, take this number and multiply it by 50%, if the show is aimed at a general audience. Conversely, if the show is more highly targeted, then multiply by 40% instead. Now take your answer and divide it by the total number of hours your booth will be open to yield the total number of exhibit visitors per hour.

Finally, divide the total number of exhibit visitors per hour by the number of contacts and/or demonstrations your staff thinks they can handle in 1 hour. Now you can estimate how many staff are needed to look after the exhibit at any given time. Keep in mind, though, that no matter how many staff you think you need, your sales representatives will require approximately 30% of your overall exhibit space. Or use the exhibit space rule and allocate 50 square feet per staff member. In other words, don’t overcrowd your exhibit!
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Motivating trade show staff

Motivating Trade Show Staff To Make Them Exceptional

Encouraging and your employees to work as trade show staff, and motivating trade show staff, can be a monumental task. Chances are that many staff don’t wish to attend, don’t know what’s expected of them at the show, and will feel out of their element. In fact, the most simple trade show tasks are foreign to all but the most confident salespeople.

Knowing how to properly stop and engage a prospective client, where to stand in the display area, conquering fears of rejection, and mental and physical exhaustion are all hurdles faced by novice exhibit staff. Although proper training can address most of these issues, the fact remains that many employees don’t want to attend the trade show in the first place. So are there some simple ways of motivating trade show staff? How do you motivate your staff to attend? How do you create a positive, fun and productive environment while working at a show? Consider the following suggestions to overcome sales reluctance at trade shows.

Support from top management is a key contributor to the success of trade show sales prospects. Managers who attend the show, assist in the exhibit, participate in training programs, and contribute to the pre-show and post-show activities will generate more enthusiasm and positive reinforcement within the company.

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