Trade Show Staff Training Sample Manual

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Trade Show Staff Training Instructor Guide


TABLE OF CONTENTS Preface ..............................................................................................................................................5 What is Courseware? ................................................................................................................................ 5 How Do I Customize My Course? .............................................................................................................. 5 Materials Required ................................................................................................................................... 7 Maximizing Your Training Power .............................................................................................................. 7 Module One: Getting Started .............................................................................................................9 Housekeeping Items.................................................................................................................................. 9 The Parking Lot ....................................................................................................................................... 10 Workshop Objectives .............................................................................................................................. 10 Pre-Assignment ....................................................................................................................................... 11 Module Two: Pre-Show Preparation ................................................................................................. 12 Prepare for Physical Issues ..................................................................................................................... 12 Developing a Great Elevator Speech ...................................................................................................... 13 Setting up a Schedule.............................................................................................................................. 14 Connect with Attendees .......................................................................................................................... 15 Case Study............................................................................................................................................... 16 Module Two: Review Questions.............................................................................................................. 17 Module Three: Booth Characteristics and Set-Up (I) .......................................................................... 20 Stand Out ................................................................................................................................................ 20 Create a Booth Manual/Checklist ........................................................................................................... 21 Technology .............................................................................................................................................. 22 Scout a High Traffic Area ........................................................................................................................ 23 Case Study............................................................................................................................................... 24 Module Three: Review Questions ........................................................................................................... 26


Module Four: Booth Characteristics and Set-up (II) ........................................................................... 30 Signage ................................................................................................................................................... 30 Match Your Brand ................................................................................................................................... 31 Private Area ............................................................................................................................................ 32 Focus on a Message ................................................................................................................................ 33 Case Study............................................................................................................................................... 34 Module Four: Review Questions ............................................................................................................. 35 Module Five: During the Show (I) ..................................................................................................... 38 Company Objectives ............................................................................................................................... 38 Highlighting Your Product....................................................................................................................... 39 Do Something Memorable ...................................................................................................................... 40 Social Media ........................................................................................................................................... 41 Case Study............................................................................................................................................... 42 Module Five: Review Questions .............................................................................................................. 44 Module Six: During the Show (II) ...................................................................................................... 47 Classic Do’s and Don’ts ........................................................................................................................... 47 Gamification ........................................................................................................................................... 49 Walk the Floor ........................................................................................................................................ 50 Keep the Distractions Away .................................................................................................................... 51 Case Study............................................................................................................................................... 52 Module Six: Review Questions ................................................................................................................ 53 Module Seven: Qualifying Visitors .................................................................................................... 56 Know the Answer .................................................................................................................................... 56 Engage with Qualifying Questions.......................................................................................................... 57 Body Language ....................................................................................................................................... 58 Listening Skills ......................................................................................................................................... 59


Case Study............................................................................................................................................... 60 Module Seven: Review Questions ........................................................................................................... 62 Module Eight: Engaging the Right People .......................................................................................... 65 Prospects................................................................................................................................................. 65 Time Wasters (Catch and Release) ......................................................................................................... 66 Press........................................................................................................................................................ 67 Competitors ............................................................................................................................................ 68 Case Study............................................................................................................................................... 69 Module Eight: Review Questions ............................................................................................................ 70 Module Nine: The Rules of Engagement (I) ....................................................................................... 73 Start With an Open-Ended Question ...................................................................................................... 73 Record all Prospect Information ............................................................................................................. 74 Be Specific with Your Message ............................................................................................................... 75 Get a Commitment ................................................................................................................................. 76 Case Study............................................................................................................................................... 77 Module Nine: Review Questions ............................................................................................................. 78 Module Ten: Rules of Engagement (II) .............................................................................................. 81 Having a Welcoming Environment ......................................................................................................... 81 The Dos and Don’ts of Business Cards .................................................................................................... 82 Observational Skills................................................................................................................................. 83 When Not in the Booth ........................................................................................................................... 84 Case Study............................................................................................................................................... 85 Module Ten: Review Questions .............................................................................................................. 87 Module Eleven: After the Show ........................................................................................................ 90 Review Information and Rank Your Leads .............................................................................................. 90 Follow Up with Your Leads ..................................................................................................................... 91


Send Information Promptly..................................................................................................................... 92 Lessons Learned ...................................................................................................................................... 93 Case Study............................................................................................................................................... 94 Module Eleven: Review Questions .......................................................................................................... 96 Module Twelve: Wrapping Up .......................................................................................................... 99 Words from the Wise .............................................................................................................................. 99 Review of Parking Lot ........................................................................................................................... 100 Lessons Learned .................................................................................................................................... 100 Completion of Action Plans and Evaluations ........................................................................................ 100


In order to succeed, we must first believe that we can. Nikos Kazantzakis

Preface What is Courseware? Welcome to Courseware.com, a completely new training experience! Our courseware packages offer you top-quality training materials that are customizable, user-friendly, educational, and fun. We provide your materials, materials for the student, PowerPoint slides, and a takehome reference sheet for the student. You simply need to prepare and train! Best of all, our courseware packages are created in Microsoft Office and can be opened using any version of Word and PowerPoint. (Most other word processing and presentation programs support these formats, too.) This means that you can customize the content, add your logo, change the color scheme, and easily print and e-mail training materials.

How Do I Customize My Course? Customizing your course is easy. To edit text, just click and type as you would with any document. This is particularly convenient if you want to add customized statistics for your region, special examples for your participants’ industry, or additional information. You can, of course, also use all of your word processor’s other features, including text formatting and editing tools (such as cutting and pasting). To remove modules, simply select the text and press Delete on your keyboard. Then, navigate to the Table of Contents, right-click, and click Update Field. You may see a dialog box; if so, click “Update entire table” and press OK.

(You will also want to perform this step if you add modules or move them around.) Page 5


If you want to change the way text looks, you can format any piece of text any way you want. However, to make it easy, we have used styles so that you can update all the text at once. If you are using Word 97 to 2003, start by clicking the Format menu followed by Styles and Formatting. In Word 2007 and 2010 under the Home tab, right-click on your chosen style and click Modify. That will then produce the Modify Style options window where you can set your preferred style options. For example, if we wanted to change our Heading 1 style, used for Module Titles, this is what we would do:

Now, we can change our formatting and it will apply to all the headings in the document. For more information on making Word work for you, please refer to Word 2007 or 2010 Essentials by Courseware.com.

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Materials Required All of our courses use flip chart paper and markers extensively. (If you prefer, you can use a whiteboard or chalkboard instead.) We recommend that each participant have a copy of the Training Manual, and that you review each module before training to ensure you have any special materials required. Worksheets and handouts are included within a separate activities folder and can be reproduced and used where indicated. If you would like to save paper, these worksheets are easily transferrable to a flip chart paper format, instead of having individual worksheets. We recommend these additional materials for all workshops: 

Laptop with projector, for PowerPoint slides

Quick Reference Sheets for students to take home

Timer or watch (separate from your laptop)

Masking tape

Blank paper

Maximizing Your Training Power We have just one more thing for you before you get started. Our company is built for trainers, by trainers, so we thought we would share some of our tips with you, to help you create an engaging, unforgettable experience for your participants. 

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Make it customized. By tailoring each course to your participants, you will find that your results will increase a thousand-fold. o

Use examples, case studies, and stories that are relevant to the group.

o

Identify whether your participants are strangers or whether they work together. Tailor your approach appropriately.

o

Different people learn in different ways, so use different types of activities to balance it all out. (For example, some people learn by reading, while others learn by talking about it, while still others need a hands-on approach. For more information, we suggest Experiential Learning by David Kolb.)




Make it fun and interactive. Most people do not enjoy sitting and listening to someone else talk for hours at a time. Make use of the tips in this book and your own experience to keep your participants engaged. Mix up the activities to include individual work, small group work, large group discussions, and mini-lectures.



Make it relevant. Participants are much more receptive to learning if they understand why they are learning it and how they can apply it in their daily lives. Most importantly, they want to know how it will benefit them and make their lives easier. Take every opportunity to tie what you are teaching back to real life.



Keep an open mind. Many trainers find that they learn something each time they teach a workshop. If you go into a training session with that attitude, you will find that there can be an amazing two-way flow of information between the trainer and trainees. Enjoy it, learn from it, and make the most of it in your workshops.

And now, time for the training!

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Good ideas are common – what’s uncommon are people who will work hard enough to bring it about. Ashleigh Brilliant Module One: Getting Started Being a part of a trade show can be a wise investment for any company. But preparation is important because it can ‘make or break’ how well you succeed during the show. Employees must realize that they are acting as a representative for the company and should be knowledgeable of its products and services. Preparing your staff for the trade show is a big job, so get started early!

Housekeeping Items Take a few moments to cover basic housekeeping items. 

If you need an opening or a way to introduce the participants to each other, utilize the Icebreakers folder to begin or between breaks during the day.

Let participants know where they can find washrooms, break facilities, and fire exits.

Ask participants to turn off their cell phones or at least turn them to vibrate. If they must take a call, request that they do it outside.

Take this time to encourage the group to ask questions and make this an interactive workshop.

Write the words Respect, Confidentiality, and Practice on a piece of flip chart paper and tape it to the wall. Explain to participants that in order to get the most out of this workshop, we must all work together, listen to each other, explore new ideas, and make mistakes. After all, that’s how we learn!

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The Parking Lot Explain the concept of The Parking Lot to participants.

The Parking Lot is a visible place where you will “park” ideas that arise which are not on the agenda, may be off topic, or are better addressed outside of the program.

At the end of the session, we will review parked ideas and follow up, or make suggestions for your own investigation when you are back at work.

Suggestions for the trainer: 1. If you are working with a large group of participants, you may wish to nominate a recorder to park items as you are facilitating. 2. It’s a good idea to note the name of the contributor along with the parked item. 3. Items noted on the parking lot can be useful to you later as you plan future training sessions.

Workshop Objectives Research has consistently demonstrated that when clear goals are associated with learning, it occurs more easily and rapidly. With that in mind, let’s review our goals for today. At the end of this workshop, participants should be able to: 

Recognize effective ways of preparing for a trade show

Know essential points to setting up a booth

Know the Dos and Don’ts behaviors during the show

Acknowledge visitors and welcome them to the booth

Engage potential customers and work towards a sale

Wrap up the trade show and customer leads

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Pre-Assignment Complete this worksheet before the class begins. Makes note of what you hope to learn or goals you want to address after the class.

1.) Have you ever attended a trade show before? As a vendor or a customer? _______________ ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ 2.) What are the advantages of participating in a trade show? Disadvantages? ______________ ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ 3.) What kind of preparation is needed for a trade show? ________________________________ ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ 4.) What do you hope to learn from this course? _______________________________________ ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________

Any other thoughts: ______________________________________________________________ _______________________________________________________________________________ _______________________________________________________________________________ _______________________________________________________________________________ _______________________________________________________________________________ _______________________________________________________________________________ _______________________________________________________________________________ _______________________________________________________________________________

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You hit home runs not by chance, but by preparation. Roger Maris Module Two: Pre-Show Preparation Preparing for your trade show is no easy task and can take a good amount of planning and advanced groundwork. Not only do you need to plan for things such as supplies or travel arrangements, but the staff needs to be fully prepared and ready to greet customers. It is often helpful to create a checklist or manual that can help you make sure you have all of your bases covered.

Prepare for Physical Issues Trade shows are not as easy as some people may believe because it involves a lot more physical stamina than expected. While you may have chairs to sit in and take a break, the majority of the time you will be standing on your feet or pacing the front tables with customers. Employees need to be prepared for the physical strain a trade show can have on their bodies, such as body aches, muscle strains, and even plain exhaustion. When preparing for the show, review with your employees what they can expect. Remind them of a proper dress code (and uniform if required) and ways of looking professional (e.g. wearing a nametag). Let everyone know this is not a casual event and should not be handled as such. As a bonus, keep some over the counter pain relievers and bottles of water in the booth at all times.

Estimated Time

10 minutes

Topic Objective

Review the possible physical issues that can occur at a trade show. Prepare for Physical Issues

Topic Summary

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Discuss the possible physical issues that can occur at trade shows and how to resolve them.


Materials Required

01-Physical Issues

Planning Checklist

None

Recommended Activity

Complete the handout individually. Share your ideas with the rest of the class.

Stories to Share

Share any personal relevant stories.

Delivery Tips

Encourage everyone to share their ideas.

Review Questions

Why is it important to prepare for physical issues?

Developing a Great Elevator Speech One of the most important things to create and practice is a great elevator speech. An elevator speech is usually a short summary that introduces and plays up the characteristics of your product, making it a key role in introductions, sales, and deals. When developing an elevator speech, note that while every employee may have a different spin on the product, everyone should have a generally consistent message about it. Ensure that you develop and practice your elevator speech and review it with the rest of the team. Keys to a great elevator speech: 

Use upbeat and positive language

Avoid making the speech too ‘wordy’

30-90 seconds in length is typical

Keep terms simple and clear

Include periodic questions to draw in the customer

Estimated Time

10 minutes.

Topic Objective

Learn the purpose of an elevator speech. Developing a Great Elevator Speech

Topic Summary Determine the key aspects to creating a great elevator speech

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Materials Required

Flip chart/Dry erase board; markers

Planning Checklist

None

Recommended Activity

Review with the class what an elevator speech consists of. Then ask them what should be included in an elevator speech to use at trade shows. Write some of their ideas on the dry erase board/flip chart.

Stories to Share

Share any personal relevant stories.

Delivery Tips

Encourage everyone to participate.

Review Questions

What is the purpose of the elevator speech?

Setting up a Schedule During the show, your morale and drive can start to wane without a break or shift change. You will need a chance to get away from the booth and move around for a bit. This gives you the chance to use the restroom, get a drink or a snack, or just stretch their legs. Once it is determined how many employees will be attending the trade show a schedule should be developed including needed breaks, lunch times, and/or shift changes. Make sure everyone has an even amount of time between them and that everyone is aware of when they are scheduled to take their break. A great idea is to also add in some time to walk about the floor. This will provide some great networking opportunities and can lead to some great ideas. It is important that employees realize that if they are late coming or going to a scheduled break, it can throw off the entire schedule. Be aware of things like traffic, travel times, and other events that can throw the schedule off. Build in some over lapping time to compensate for these events if you suspect they will or can be an issue.

Estimated Time

10 minutes

Topic Objective

Learn the importance of establishing a schedule Setting Up a Schedule

Topic Summary Discuss the purpose of a schedule and how it can benefit the team. Materials Required

02-Creating a Schedule

Planning Checklist

None

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Recommended Activity

Complete the handout individually. Share your ideas with the rest of the class.

Stories to Share

Share any personal relevant stories.

Delivery Tips

Encourage everyone to share their ideas.

Review Questions

Why are scheduled breaks important for employees?

Connect with Attendees Of course your booth will not be the only one at the show, so it’s a good idea to connect with the other attendees that will be there with you. Learn what they have to offer and what they are bringing as this can help you determine who might be an ally and who might be competition. Many times the show organizers will have a list open to the public of companies or businesses that will be there, leaving an opportunity for you to contact them first and get their attention to know that you will be there as well. Some easy ways to market and connect with them is to find out what social media they are using (Facebook, Twitter, and LinkedIn) and use them to communicate easier. Before the day of the show, send out some marketing campaigns or advertisements letting the public know that you will be there and where to find you.

Estimated Time

10 minutes.

Topic Objective

Learn the purpose of connecting with show attendees. Connect with Attendees

Topic Summary Review reasons and ways to connect with other attendees at a trade show. Materials Required

Flip chart/Dry erase board; markers

Planning Checklist

None

Recommended Activity

Review with the class the purpose and benefits of connect with attendees at a trade show. Then ask the class the different methods they can connect with attendees, such as social media or with marketing campaigns. Write their answers on the dry erase board/flip chart.

Stories to Share

Share any personal relevant stories.

Delivery Tips

Encourage everyone to participate.

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Review Questions

How does connecting with other vendors benefit your company?

Case Study Allen was holding a meeting for the company’s third trade show event that was coming up. He wanted to make sure the employees were fully prepared and would help make sure everything was ready for the big day. First Allen discussed their job duties and what would be expected of them. He reviewed the proper dress code and how to introduce themselves to customers. While in the meeting, the employees made a schedule for each of their lunch times and breaks to make sure someone was covering the booth at all times. Lastly, Allen was able to obtain a list of some of the other vendors that would be in the vicinity of their booth. He reviewed it with them and encouraged the team to go out and connect with them and get to know the people that could be their competitors.

Estimated Time

5 minutes

Topic Objective

Outline the Pre-Show Preparation case study. Case Study

Topic Summary Discuss the important aspects of preparing for a trade show. Materials Required

None.

Planning Checklist

None.

Recommended Activity

Discuss the results of the case study. Would the team do as well if Allen hadn’t held a pre-show meeting?

Stories to Share

Share any relevant personal/professional story.

Delivery Tips

Encourage everyone to participate.

Review Questions

How is Allen preparing his team for the upcoming show?

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Module Two: Review Questions 1. What is one example of a physical issue? a) b) c) d)

Foot pain Depression Broken laptop Excitement

Physical issues, such as body pain, are common at trade shows and should be addressed beforehand and prepared for. 2. How can a manager prepare his employees for any physical issues? a) b) c) d)

Have them speak with other team members Tell them to bring some pain reliever medicine Talk to them on the plane to the show Letting them know what to expect

Before every show, a manager should let his employees know what to expect at the show pertaining to any physical issues. This will help them be better prepared in advance. 3. What is an elevator speech? a) b) c) d)

A short summary of where to buy the company’s products A short summary of a product’s characteristics A speech that gets louder toward the end A speech that saves the best part for last

An elevator speech is a summary of a product’s benefits and overall characteristics. It is often the first thing customers hear about a product. 4. What is one key to creating an elevator speech? a) b) c) d)

Using advanced business terms Opening with a joke Keep terms simple Start with negative details first

When creating an elevator speech, it is important to keep the vocabulary and terms simple and understandable. Do not use the company ‘jargon’ or terms the public would not understand.

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5. What is the purpose of creating a schedule? a) b) c) d)

To ensure someone is in the booth at all times To give one person all of the power To change out people in the front To make the time go by faster

Creating a schedule allows time for each employee to take a needed break. It also ensures that there is someone in the booth at all times and is never unattended. 6. What is one factor that can affect how a schedule is made? a) b) c) d)

The person creating the schedule The time the show starts The number of employees attending The gender of the employees

One thing that can affect how a schedule is made is factoring in how many employees will attend the show. The more employees present, the more frequent and shorter breaks will be needed, while less employees can create more spaced out breaks. 7. What is one way to obtain a list of show attendees? a) b) c) d)

Look in the newspaper Ask some of your competitors Look for signs outside the building Contact the show organizer

Many times the show organizer will have a list of the scheduled attendees and will offer to other attendees who ask for it. If it is private, no one will know who is attending the show until the day of. 8. What is one form of connecting with other attendees? a) b) c) d)

Writing letters Using Facebook Text messaging Writing a blog

Facebook is a common social media site that continues to grow in popularity. Many companies use this site to connect together and post updates.

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9. Allen knew this was the company’s _________ trade show to attend. a) b) c) d)

First Third Ninth Twentieth

Allen acknowledges this was the company’s third trade show to attend, yet he still finds it necessary to hold pre-show meetings and go over everything with the employees. 10. What was one topic Allen covered in the pre-show meeting? a) b) c) d)

Correct ways of contacting customers Where to go for refreshments Proper dress code What to eat for lunch

One of the many topics Allen covered in the meeting was the employee dress code and the importance of looking professional for the customers.

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I think there is always a need for pure design. With pure design, you don't need so much decoration. Jil Sander Module Three: Booth Characteristics and Set-Up (I) Your booth will be one of the first things that will attract customers in and make them want to talk to your employees. Simple design strategies such as color scheme and layout will make a difference, but other techniques such as samples or prize giveaways can also lure in the traffic. A trade show will consist of dozens, if not hundreds of vendors, so you want to be sure your booth will stand out.

Stand Out To stand out at a trade show, you have to do things a little differently. One simple way is to include bright colors and shiny signs in your design because as corny as it may sound, colors attract customers almost immediately. Lay out your tables and products so that customers feel welcome to approach and don’t feel the need to scoot by. Once they are at the booth, continue to stand out with great customer service and fun presentations. No one will stick around for a mono-tone speech about the latest product! Before they leave, make them remember you by having a great giveaway item or door prize. Customers will lose things such as flyers or brochures, but are always on the lookout for ‘freebies’. Tips for standing out more: 

Use bright colors

Design the booth to be open and welcoming

Ensure employees are friendly and courteous

Offer a prize or giveaway item that is unique

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Estimated Time

10 minutes

Topic Objective

Review ways you can make your booth stand out. Stand Out

Topic Summary

Discuss the different methods and ways you can make your booth stand out at a trade show.

Materials Required

03-Standing Out

Planning Checklist

None

Recommended Activity

Complete the worksheet individually. Share your ideas with the rest of the class.

Stories to Share

Share any personal relevant stories.

Delivery Tips

Encourage everyone to share their ideas.

Review Questions

Why is it important to have a booth that stands out?

Create a Booth Manual/Checklist When preparing for a trade show and getting ready to setup your booth, it is important to remember the other details such as travel arrangements and contact numbers. Before the team leaves (and preferably before every show), the group should create a booth manual or checklist to use for a reference as well as a log/journal. Ensure that it has all the contact information the employees will need, including managers, the trade show organizer, and even numbers for each other in case a problem comes up and the team will need to seek assistance. Include any information that may be needed during the show, such as product sheets, pricing quotes, shipping information, etc. Don’t forget information that pertains to travel arrangements, such as hotel names, flight numbers, or even an address to the trade show facility. The purpose of the manual is to help employees feel prepared for the show and create a reference material they can go to for anything they may need.

Estimated Time

10 minutes

Topic Objective

Review the components of creating a booth manual or checklist.

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Create a Booth Manual/Checklist Topic Summary

Discuss what is needed to create a booth manual or checklist and why it should be included.

Materials Required

04-Creating Your Booth Manual or Checklist

Planning Checklist

None

Recommended Activity

Complete the worksheet individually. Share your ideas with the rest of the class.

Stories to Share

Share any personal relevant stories.

Delivery Tips

Encourage everyone to share their ideas.

Review Questions

What is the purpose of having a booth checklist or manual?

Technology In the society we live in today, we can hardly complete any task without the help of technology, and a trade show is no different. The first thing to ensure is that the booth has access to power, usually by a power outlet in the wall or a shared power station to operate any equipment that may be used. If the booth will need internet, check with the show organizer to ask about a wireless connection or ask if you will need to have a special access code. When preparing and setting up your booth, be sure to check the equipment early to detect any problems or missing connections. If you discover any problems, alert your team and team manager in order to try and fix it right away. If needed, contact the show organizer and seek any help they can offer. It is always a good idea to bring your own custom tool kit to service any of the equipment you may have, including the little things such as batteries, tape, scissors, bulbs, cords, etc.

Estimated Time

5 minutes

Topic Objective

Advantages and uses of technology. Technology

Topic Summary Review the need and purpose of using technology at a trade show. Materials Required

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Flip chart/ Dry erase board, markers


Planning Checklist

None

Recommended Activity

Discuss with the group about the various ways we use technology today. Then ask the class how technology can be used at a trade show, such as with computers, projectors, or stereos. Write some of their ideas on the flip chart/dry erase board.

Stories to Share

Share any relevant personal stories.

Delivery Tips

Encourage everyone to participate.

Review Questions

What advantages can technology add to a trade show booth?

Scout a High Traffic Area A high traffic area is always a plus at any trade show since it can bring a lot more attention to your booth. Some high traffic areas include spots by the entrances or restrooms since customers will have to pass you to get there. While it is important to be in a high traffic area, it is better to avoid any crowd congestion areas (such as food courts or lounge areas), since that can actually hurt your attendance rather than help. Although some trade shows assign your booth location for you, many offer for companies to ‘buy’ or pick a booth location. In this case, it is advised to shop early and seek some of the best spots before they are gone. Register your company early and ask in advance about any floor plans or booth layouts for the show. If possible, scout out who your neighbors will be and what they will be bringing. Knowing who will be in your surrounding area can be a plus if they bring in traffic, but can also be a bust if they don’t seem like the type to have many attendees. Common high traffic areas: 

Near exits and entrances

Near restrooms

Near food concessions, but distant from eating areas

Corner booths

Main aisles

Estimated Time

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10 minutes


Topic Objective

Knowing the reason and purpose of using high traffic areas. Scout a High Traffic Area

Topic Summary

Review the various high traffic areas in a show area and why they are important for customers.

Materials Required

Flip chart/ Dry erase board, markers

Planning Checklist

None

Recommended Activity

Discuss the purpose of high traffic areas of a trade show and why they are important to a company’s booth. Ask them what areas they would choose as a high traffic area and why. Write their answers on the flip chart or dry erase board.

Stories to Share

Share any relevant personal stories.

Delivery Tips

Encourage everyone to participate.

Review Questions

Why is it not a good idea to have a booth near food stands or lounge areas?

Case Study Celeste has arrived at the company’s trade show booth and wants to set up early. She found their booth location by the front entrance, which she is sure, will be a high traffic area and hopefully bring in lots of shoppers. She hung the brightly colored curtains and backdrops that the team had decided on and brought out the special handout items the employees would give out to the customers. While the lamps were powering on, Celeste tested all of the computers and projection systems. Luckily she already had the wireless connection password, so she was able to connect to the internet without a problem. Once the computers were running, Celeste was ready to begin the show. She just had to wait for the doors to open for the customers!

Estimated Time

5 minutes

Topic Objective

Outline the Booth Characteristics and Set-up (I) case study. Case Study

Topic Summary Discuss the necessary characteristics and setup of a trade show booth.

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Materials Required

None.

Planning Checklist

None.

Recommended Activity

Discuss the results of the case study. Would the booth run smoothly if Celeste hadn’t set up early?

Stories to Share

Share any relevant personal/professional story.

Delivery Tips

Encourage everyone to participate.

Review Questions

What were some steps Celeste took to prepare for the trade show?

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Module Three: Review Questions 1. What is one way to make your booth stand out? a) b) c) d)

Use bright colors Use very big signs Use loud music Use long tables

Bright colors will draw a lot more attention than darker colors and will seem more inviting. However, very bright colors, such as neon, can be distracting and should be avoided. 2. How can employees themselves make the booth stand out? a) b) c) d)

Wear fun colored uniforms Refrain from talking Using different color backgrounds Deliver great customer service

When employees deliver great customer service, it makes the booth stand out on another level because customers will remember the booth that had great staff and was easy to approach. 3. What is one thing to include in a booth manual or checklist? a) b) c) d)

A map to the office building Employee contact information A list of nearby restaurants The name of the competitors attending

When building a booth manual or checklist, it is best to include a list of employee contact information, including managers and fellow team members. 4. When should the manual or checklist be checked? a) b) c) d)

After the show The day of the show Before every show During the show

The booth manual or check list should be checked before every show to ensure that everything is covered and will be brought to the show.

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5. What is one form of technology used at trade shows? a) b) c) d)

Digital projectors File folders Extended tables Business cards

Digital projectors are one form of technology used at trade shows and are used to digitally show presentations and slideshows. 6. When using technology at a show, it is important to have a booth near what? a) b) c) d)

An exit A food concession A power outlet A restroom

When using forms of technology at a trade show, it is important to have a booth near a power source, such as an outlet or generator. Otherwise, the devices will run out of power and shut off. 7. What is one advantage of a high traffic area? a) b) c) d)

Farther distance from competitors Close to exits at the end of the day Increased chances for breaks Increases chance of visitors

When a booth is in a high traffic area, it increases the number of people that will see your booth and therefore will increase the chance of potential customers and sales. 8. Which of the following is an example of a high traffic area? a) b) c) d)

A booth near the stage A booth near an exit A booth on the second aisle A booth on the back row

A booth near an exit is considered a high traffic area because many visitors will pass by to reach the exit and will not have a chance to skip your booth altogether.

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9. Where is the company’s trade show booth located? a) b) c) d)

By the restrooms On the back row Outside on the patio Inside the front entrance

Celeste located the company’s booth inside the front entrance of the facility. The company chose this spot because it is known to be a high traffic area. 10. What equipment did Celeste check and test while the lamps were turning on? a) b) c) d)

The computers The speakers The toy horns The rolling chairs

After Celeste started to power on the lamps, she decided to test the computers and projectors to check for any problems and make sure they were working properly.

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