Trade Show Staff Training
Module One: Getting Started
Being a part of a trade show can be a wise investment for any company. Preparation is important because it can ‘make or break’ how well you succeed during the show.
Good ideas are common – what’s uncommon are people who will work hard enough to bring it about. Ashleigh Brilliant
Workshop Objectives
Prepare for a trade show
Booth characteristics
Customer Engagement
Pre-Assignment Attended a trade show before?
What kind of preparation is needed? What do you hope to learn from this course?
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.
You hit home runs not by chance, but by preparation. Roger Maris
Prepare for Physical Issues
Foot pain Back pain Proper dress Most time on your feet
Developing a Great Elevator Speech
Positive language
30-90 seconds
Simple and clear
Consistent message
Setting up a Schedule Start times Breaks and Lunch Free time to walk the floor Travel time
Connect with Attendees
Use social media Marketing campaign Inform the public List from organizers
Case Study Allen was holding a meeting for the upcoming trade show Ready for the big day Reviewed duties and created a schedule Encouraged the team to go out and connect
Module Two: Review Questions 1. What is one example of a physical issue? a)Foot pain b)Depression c)Broken laptop d)Excitement
3. How can a manager prepare his employees for any physical issues? a)Have them speak with other team members b)Tell them to bring some pain reliever medicine c)Talk to them on the plane to the show d)Letting them know what to expect
Module Two: Review Questions 3. What is an elevator speech? a) A short summary of where to buy the company’s products b) A short summary of a product’s characteristics c) A speech that gets louder toward the end d) A speech that saves the best part for last 4. What is one key to creating an elevator speech? a) Using advanced business terms b) Opening with a joke c) Keep terms simple d) Start with negative details first
Module Two: Review Questions 5. What is the purpose of creating a schedule? a) To ensure someone is in the booth at all times b) To give one person all of the power c) To change out people in the front d) To make the time go by faster 6. What is one factor that can affect how a schedule is made? a) The person creating the schedule b) The time the show starts c) The number of employees attending d) The gender of the employees
Module Two: Review Questions 7. What is one way to obtain a list of show attendees? a) Look in the newspaper b) Ask some of your competitors c) Look for signs outside the building d) Contact the show organizer 8. What is one form of connecting with other attendees? a) Writing letters b) Using Facebook c) Text messaging d) Writing a blog
Module Two: Review Questions 9. Allen knew this was the company’s _________ trade show to attend. a) First b) Third c) Ninth d) Twentieth 10.What was one topic Allen covered in the pre-show meeting? a) Correct ways of contacting customers b) Where to go for refreshments c) Proper dress code d) What to eat for lunch
Module Two: Review Questions 1. What is one example of a physical issue? a)Foot pain b)Depression c)Broken laptop d)Excitement
Physical issues, such as body pain, are common at trade shows and should be addressed beforehand and prepared for. 3. How can a manager prepare his employees for any physical issues? a)Have them speak with other team members b)Tell them to bring some pain reliever medicine c)Talk to them on the plane to the show d)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.
Module Two: Review Questions 3. What is an elevator speech? a) A short summary of where to buy the company’s products b) A short summary of a product’s characteristics c) A speech that gets louder toward the end d) 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) Using advanced business terms b) Opening with a joke c) Keep terms simple d) 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.
Module Two: Review Questions 5. What is the purpose of creating a schedule? a) To ensure someone is in the booth at all times b) To give one person all of the power c) To change out people in the front d) 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) The person creating the schedule b) The time the show starts c) The number of employees attending d) 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.
Module Two: Review Questions 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) Writing letters b) Using Facebook c) Text messaging d) 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.
Module Two: Review Questions 9. Allen knew this was the company’s _________ trade show to attend. a) First b) Third c) Ninth d) 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) Correct ways of contacting customers b) Where to go for refreshments c) Proper dress code d) 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.
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. A trade show will consist of dozens, if not hundreds of vendors, so you want to be sure your booth will stand out.
I think there is always a need for pure design. With pure design, you don't need so much decoration. Jil Sander
Stand Out
Bright colors
Welcoming environmen t
Friendly and courteous
Unique giveaway
Create a Booth Manual/Checklist
Contact information Product information Booth information Travel arrangements
Technology
Access to power
Internet
If there is a problem?
Tool kit
Scout a High Traffic Area Exits and entrances Corner booths Main aisles Register early
Case Study Celeste has arrived at the company’s trade show booth High traffic area and hopefully bring in lots of shoppers
Tested all of the computers and projection systems
Celeste was ready to begin the show
Module Three: Review Questions 1. What is one way to make your booth stand out? a) Use bright colors b) Use very big signs c) Use loud music d) Use long tables 2. How can employees themselves make the booth stand out? a) Wear fun colored uniforms b) Refrain from talking c) Using different color backgrounds d) Deliver great customer service
Module Three: Review Questions 3. What is one thing to include in a booth manual or checklist? a) A map to the office building b) Employee contact information c) A list of nearby restaurants d) The name of the competitors attending 4. When should the manual or checklist be checked? a) After the show b) The day of the show c) Before every show d) During the show
Module Three: Review Questions 5. What is one form of technology used at trade shows? a)Digital projectors b)File folders c) Extended tables d)Business cards 6. When using technology at a show, it is important to have a booth near what? a) An exit b) A food concession c) A power outlet d) A restroom
Module Three: Review Questions 7. What is one advantage of a high traffic area? a) Farther distance from competitors b) Close to exits at the end of the day c) Increased chances for breaks d) Increases chance of visitors 8. Which of the following is an example of a high traffic area? a) A booth near the stage b) A booth near an exit c) A booth on the second aisle d) A booth on the back row
Module Three: Review Questions 9. Where is the company’s trade show booth located? a) By the restrooms b) On the back row c) Outside on the patio d) Inside the front entrance 10.What equipment did Celeste check and test while the lamps were turning on? a) The computers b) The speakers c) The toy horns d) The rolling chairs
Module Three: Review Questions 1. What is one way to make your booth stand out? a) Use bright colors b) Use very big signs c) Use loud music d) 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) Wear fun colored uniforms b) Refrain from talking c) Using different color backgrounds d) 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.
Module Three: Review Questions 3. What is one thing to include in a booth manual or checklist? a) A map to the office building b) Employee contact information c) A list of nearby restaurants d) 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) After the show b) The day of the show c) Before every show d) 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.
Module Three: Review Questions 5. What is one form of technology used at trade shows? a)Digital projectors b)File folders c) Extended tables d)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) An exit b) A food concession c) A power outlet d) 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.
Module Three: Review Questions 7. What is one advantage of a high traffic area? a) Farther distance from competitors b) Close to exits at the end of the day c) Increased chances for breaks d) 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) A booth near the stage b) A booth near an exit c) A booth on the second aisle d) 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.
Module Three: Review Questions 9. Where is the company’s trade show booth located? a) By the restrooms b) On the back row c) Outside on the patio d) 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) The computers b) The speakers c) The toy horns d) 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.