HOW TO GET THE MOST FROM YOUR
B O O T H S TA F F
© 20 06 Re d Ce dar Pu blic it y an d Mar ke t in g
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How to Get the Most From Your Booth Staff
The purpose of this paper is to show you, as an exhibit manager, how to increase your
shows ROI with the proper preparation and training of your booth staff. You will generate more qualified leads and speed up your company’s sales process. When companies go through an economic downturn, exhibiting is among the first budget items to get
cut. This presentation will show you how you can directly impact an increase in sales,
making your role in the company indispensable.
Part I: Pre Show Prep
Effective booth preparation and training does not begin in the booth the day of the show.
For training to be effective it must be customized based on company, product or service, competition and company goals for exhibiting. These points must be defined and
incorporated into training prior to the start of the show.
1. Your company’s goals
You will work with your marketing team to establish your exhibit’s goals. Is it:
• to increase market share?
• to introduce new products or services to an existing market?
• to introduce new products or services to a new market?
You must clearly define how these goals will be measured and tracked in order to know
if the exhibit was successful.
If your goal is to introduce your business to a new audience you may consider the number of people who stopped by your booth to be a good measurement of success. Take
it a step further and contact all these people after the show and see if you have any
name recognition. If three hundred people stop by your booth and collect your giveaway, but you call them two weeks later and they say, “XYZ company who?”, the show
was not a success.
If your goal is to increase market share, you will want to measure the success of your
show by the number of qualified leads collected. The emphasis is on qualified. In order
to judge the success accurately there must be a system in place to track the lead
through the entire sales cycle to determine if the show did indeed generate sales. We
will go into more detail about this process in part III.
2. Competitive Analysis
Trade shows are not just about your customers. Trade shows are an opportunity for
your business to view the competition in action over the course of two or three days.
Because there is not a lot of time to wander aimlessly during the show it is vital that you
do your competitive analysis in advance. Research new products or services your
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competition is likely to be focusing on, find out what events or speakers/sessions your
competition is sponsoring at the show. Are they presenting? Are they participating in
any panel discussions?
There is no such thing as free time at a convention. You should have enough staff
scheduled so someone is able to attend your competitions sessions, events or discussions.
Each member of your booth staff should have a basic breakdown of your competitors
products or services and they should know your strengths and weaknesses. This way
they are armed with the information ahead of time and can focus on what makes your
company’s product or service different from the competition.
3. Who is your target audience?
Distribute the attendee list to your sales department and have them highlight any key
clients or potential clients they want to focus on during the convention. Again, there is
no such thing as free time at these shows. This is where you’re senior level management gets involved. They are there to be on hand to invite these top clients to dinner,
lunch, coffee during the show. If you are sponsoring or giving a lecture make sure these
VIP clients receive a special invitation. Set up appointments for them to stop by your
booth and make sure someone is on hand to greet them.
4. Choosing the right people.
You company has invested a significant amount of money in the trade show. This is not
the time to bring out your junior staff members. Unlike the normal sales call, your booth
staff has 30 seconds to 3 minutes to make a good impression and get your message
across. If you are exhibiting technical products you will need both sales staff and technical staff on hand. customer service representatives can field complaints from a frustrated current customer. Make sure someone on your staff is prepared and assigned to
talk to the media should they stop by. Your staff is your most important marketing tool
at these shows. They should be well prepared, well armed with information and have a
set of goals with measurable results. According to the CEIR survey results, 85 percent
of the time that a sale is attributed to a trade show, it was because of the booth staff.
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Part II: At the Show
1. Getting to Know Your Booth Staff
The number one problem facing you as an exhibit manager is that, most likely, not one
person on your booth staff wants to be there. If you understand their legitimate objections you are one step closer to bringing them on board. By addressing the needs of
your booth staff and making sure they are properly prepared and trained you can create
a positive, supportive, and hard working booth staff.
• Sales people resent working trade shows because they see it as money being taken
directly out of their pocket. Most sales people make a living on commissions and they
earn those commissions by being in constant contact with clients and potential clients.
A day off from their normal routine for them is a day without pay. Your challenge is,
you are asking them to take several days off without pay. You are also asking them to
spend these days working hard to collect qualified leads for other sales reps who are
probably not working the show. They are not being rewarded or recognized for the
value they add. Many managers view their sales representative’s time at a trade show
as a vacation or think they spend most of their time site-seeing.
• Technical staff do not like working trade shows because they are way out of their comfort zone. Every day they go to work and know what is expected of them. They have
measurable goals and have all the skills necessary to do their job, even excel at it. In
the trade show booth they are expected to be sociable, draw people into the booth,
interact with clients and potential clients and possibly even the media. If you have not
taken the necessary steps to train them in these skills they will not succeed and will
not have a positive attitude in the booth.
2. Prepare Your Staff
You’ve already done your competitive analysis but there is a more basic level of preparation needed for your staff as well. With the proper advanced anticipation of the needs
and questions your staff my have, you can eliminate confusion and hundreds of phone
calls.
Create an information pack to be distributed to the staff 1-2 weeks in advance of the
show. This pack should include any pertinent information about the show and its location including:
•
•
•
1 page with exhibit hall location, booth location in the exhibit hall, show floor
times, all booth staff contact information, show goals, explain where to pick up
badges
listing of all ground transportation options with phone numbers
map of event hotels with addresses and phone numbers to communicate to attendees
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•
•
•
•
•
local restaurant info with addresses and phone numbers
exhibit floor map highlighting your booth and competitors booths
list of anyone in the company who is presenting or and presentations being
sponsored by your company
List of all competitors who are presenting or competition sponsored presentations
list of all special events, staff meetings, networking events
(see sample booth packet at end of document)
3. Train Your Staff
Because your staff represents the entire company at the show and not just their department they will need to have a basic level of understanding of the following when
they are in the booth. Your booth staff is an information resource. Attendees at the
show are not looking to buy something, they are gathering information for future buying
decisions. The good news is, the majority of attendees at these shows have either the
authority to buy or they are major influencers in the decision to buy. The sales cycle is
sped up when they have a positive experience at a trade show with the booth staff.
All staff participating in the show need to know:
• What products/services you are presenting
• The company’s philosophy
• Company credit policies
• Competitive strengths and weaknesses
• R&D
• Pricing guidelines
• New products in the pipeline
• All events and specials going on at the show
• The layout of the exhibit
• Who is the target audience
• What are the exhibit goals and how will they be measured
• Communicate your key message to keep them on track
• What are the pre-show, at-show, and post show promotions
• What are all the at show activities, announcements, events, presentations
• How to move attendees from one part of the booth to another
• How to deal with problem situations
• Booth Etiquette, this covers everything from arriving on time, no eating, drinking
or using cell phones, to not selling in the aisles. It is the basics that everyone
seems to forget from show to show.
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Specific training for technical staff:
Your sales staff is comfortable engaging attendees and enticing them into your booth.
Your technical staff are out of their comfort zone here and should be guided and trained
to ensure they are well prepared. But do not leave out your sales staff in this part of
the training. Working a show flow is very different from their normal routine. Instead of
meeting with a potential client for an hour they have 1-3 minutes to chat and get the
message across. Any longer than that and five potential clients just passed your booth
because they were too busy. At the show your goal is to qualify the lead, get your message across and collect the pertinent information for that lead. That’s it. If it is a really
hot lead that is ready to buy, pass them on to the appropriate person who is reserved for
this in the booth.
•
•
•
•
•
•
•
•
How to engage and pre-qualify attendees
How to qualify an opportunity and capture the appropriate data
How to present information only after they understand the person’s specific
needs and degree of technical expertise
How to spot the competition by asking the right questions
Be careful what you say, you never know who is listening
How to invite people into the conversation
How to end a conversation
Teach a techie how to listen instead of talk. Techies love the detail of the technology and can get lost in conversation and not notice the attendees eyes glazing over
4. Motivate Your Sales Staff
As mentioned earlier, sales staff see booth duty as money out of their pockets. If you
force them to work in the booth all day and tell them they cannot use their mobile
phones or PDAs you are going to have an enemy. To avoid this simply schedule your
sales people with breaks so they can make phone calls to their clients. Try to arrange
the schedule so no one is doing more than ! day. This, however, is not time off. This is
where you will want to recognize the skills of your sales force and point out the advantages they provide or can reap at your trade show. Sales staff will be able to:
•
•
•
•
•
•
•
generate qualified leads quickly
pre-arrange customer tours
accelerate the buying process
gain high level access to customers
meet geographically dispersed customers in the quickest time
leverage booth resources
develop competitive insight at the show.
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5. Provide Real World Incentives
Everyone works better when they have a goal they can achieve. The proper goals must
be given to the proper people. You should have different incentive levels. If your only
incentive goes to whomever generates the most qualified leads, your going to have a
bored tech staff because they know they cannot beat the sales people. Consider having separate competitions for sales and for techies, or have different levels. Incentives
can include:
• Gift Certificate for Dinner for Two to the highest number of qualified leads collected.
• Lesser amounts on gift certificates for 2nd and 3rd runner up for qualified leads.
• Letter of recognition from senior management for achievement of goal.
During your debriefing session each day where you discuss what worked and what did
not, give the opportunity for your staff to recognize each other for something they excelled at during the day. Have a senior staff member get the ball rolling.
6. Debriefing
Let them get it off their chest. Make sure you have an event survey form for your booth
staff to fill out. You can’t please everyone, but if you’ve properly trained and prepared
your staff, most your feedback will be very positive or constructive. Pay attention to the
feedback and use it in your next show.
7. Dealing with the Realities
While we’ve said that the trade show is not a vacation and the staff should be working
the entire time, let’s face it; you are going to have people who are prone to partying late
into the night. If you think your staff is going to have a problem with this, denying its existence is not the answer. Address it straight on by making sure they understand that
badges, name tags or company identification should not be worn when ‘having fun’.
Also, schedule staff meetings for directly after the show floor closes for the day, not in
the mornings before it opens.
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Part III: Post Show
Your leads are gold--they are why you went to the show. If the staff was properly
trained and took the time to qualify each lead they each could potentially mean a sale
for your company. What you do with them is what will set you apart from other exhibitors. It is reported that 70% of leads from trade shows are never followed up on. Lead
follow-up and tracking will be much more effective if you have taken the time to create a
custom lead form and trained the staff on qualifying all prospects and recording all the
information they received.
You should have a follow-up plan in place before the show starts. Your potential customer has talked to hundreds of exhibitors and the more time that passes between the
show and follow-up could make or break a sale.
Your follow-up plan should include:
• Fulfillment
• Qualifying
• Distribute to sales force
• Add names to database
• Tracking plan
Follow-up should begin immediately. Have someone assigned to send out literature or
e-mail information that was requested by that day’s leads each night of the show.
Create a customized letter to the lead that ties in your show’s goals, recap what was
discussed and include a business card because they will most likely throw the letter
away.
Track the results of the leads generated over the entire sales cycle.
Summary
If you implement all these steps in your next show you will not only be able to show a
definite return on investment for each show; but you will have added value by getting a
much more clear picture of your competition. You will know their position in your market, what their next steps will be, and who are the customers they are going after. Your
company will have a clear picture of who their competitors are so they can differentiate
themselves in a competitive market.
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SAMPLE LEAD FORM
__________________________, _____________________________
Name
Title
Company
Requested Method of Contact
__ SEND CATALOG
__ SEND GENERAL INFO
__ SEND WHITE PAPER ON
PRODUCT A
__ SEND WHITE PAPER ON
PRODUCT B
__ NEEDS TECHNICAL DATA
__ HOT LEAD
__ SEND PROSPECT KIT
__ BUDGET $1-3 MILL
__ ADD TO MAILING LIST
__ DECISION MAKER
__ JUST INVESTIGATING
__ SEND QUOTE
__
__
__
__
HAVE REP CALL
READY TO PURCHASE
WILL PURCHASE IN 30 DYS
SPECIAL ACTION REQD
Notes:
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_________________________________________
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Sample Booth Staff Information Packet
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Dear Booth Staff Member,
I would like to thank you for your participation in this year’s XXX Show. You play a vital role
in this show being a success. We have created the accompanying information packet as a
resource for you and your sales efforts.
While our goal in participating in this show is to increase our market share for xyz product,
we hope that you will be able to benefit personally. Trade shows provide you with the opportunity to:
•
•
•
•
•
•
•
Pre-arrange meetings with your customers who are attending the show
Make contact with hard to reach customers
Accelerate the buying process
Gain high level access to those who are responsible for making purchases
Meet geographically dispersed customers in the quickest time
Leverage booth resources
Develop competitive insight at the show.
In an effort to provide you will all the information that you need to make this show a success for you, we have included the following information:
•
•
•
•
•
•
•
•
exhibit hall location, booth location in the exhibit hall, show floor times, all booth
staff contact information, badge pick up instructions, hotel information
listing of all ground transportation options with phone numbers
map of event hotels with addresses and phone numbers to communicate to your customers
local restaurant info
exhibit floor map highlighting our booth and competitors’ booths
list of our company’s presenters and sponsored events
list of all competitors who are presenting or competition sponsored presentations
list of all special events, staff meetings, networking events
We have a limited number of guest passes for the show as well as invitations to our sponsored events. Please provide me with a list of customers you would personally like to invite
to these events prior to the show.
We will be holding staff training on Tuesday, February 18th at 8:00 am in the booth. It is
essential that everyone attend this training. Our company’s goals will be explained, a complete competitive analysis will be provided, a walk-through of the booth and all of our premiums and literature will be presented. We will also briefly go over general booth interaction tips.
Again, I thank you for your participation and please do not hesitate to let me know if there
is any information you need to make this show more of a success for you.
Sincerely,
Traci Browne
Exhibit Manager
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Dear Booth Staff Member,
You should pick up your badge at the exhibitor registration desk at the convention
center prior to the staff meeting that will be held in our booth at 1:00 PM on
Thursday, January 19th. Please make sure you arrive at least ! hour early to
pick up your badge in case there are lines. The registration desk will be open on
Wednesday, January 18th from noon-9 p.m. and Thursday, January 19th starting
at 8:00 a.m. if you arrive early you should take care of this immediately.
Booth #351
Pennsylvania Convention Center
1101 Arch Street
Philadelphia, Pa 19107
Phone: 215-418-4700 or 800-428-9000
Fax: 215-418-4747
Hotel
Philadelphia Marriott
1201 Market Street
215.625.2900
(Located 1 block South of Convention Center)
Hospitality Suite
Located in Suite 1017, Marriott
Phone: 555.123.1234
Hospitality Suite in Open Wed-Friday 7am – 9pm
Saturday 7am – 7pm
Staff Members and Contact Info
Ed Samuels, Convention Manager 555-676-1111
Mark McKinney, VP Sales and Marketing. 555-676-1234
Kathleen Wilson, Marketing, 555-676-2345
Thomas Mackey, Marketing 555-676-3456
Janice Sullivan, Director of Sales, 555-676-4567
Kevin Jessup, Sales, 555-676-5678
Cynthia Siftar, Sales, 555-676-6789
Eric Savage, Sales, 555-676-7890
Michael Nelson, Sales, 555-676-0987
Tom Nesbitt, Technical Support, 555-676-9876
Susan Smith, Technical Support, 555-676-8765
Erica Cislak, Public Relations, 555-676-7654
Tony Dungee, Customer Service, 555-676-6543
Kim Messinger, Customer Service, 555-676-5432
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Exhibition Hours
Saturday Jan. 21, 2006
Thurs Jan. 19
9a.m. – 1 p.m.
7 p.m.-10 p.m. (Grand Opening)
Mark McKinney, VP Sales and Market-
Fri Jan. 20, 9 a.m.-5 p.m.
ing
Sat Jan. 21, 9 a.m.-5 p.m.
Kathleen Wilson, Marketing
Kevin Jessup, Sales
Staff Schedule:
Cynthia Siftar, Sales
Thursday Jan. 19, 2006
Tom Nesbitt, Technical Support
7 p.m. – 10 p.m.
Tony Dungee, Customer Service
Mark McKinney, VP Sales and Marketing
Saturday Jan. 21, 2006
Kathleen Wilson, Marketing
1 p.m. – 5 p.m.
Thomas Mackey, Marketing
Thomas Mackey, Marketing
Janice Sullivan, Director of Sales
Janice Sullivan, Director of Sales
Kevin Jessup, Sales
Eric Savage, Sales
Cynthia Siftar, Sales
Michael Nelson, Sales
Eric Savage, Sales
Susan Smith, Technical Support
Michael Nelson, Sales
Kim Messinger, Customer Service
Tom Nesbitt, Technical Support
Susan Smith, Technical Support
Erica Cislak, Public Relations
Tony Dungee, Customer Service
Kim Messinger, Customer Service
Friday Jan. 20, 2006
9 a.m. – 1 p.m.
Mark McKinney, VP Sales and Marketing
Thomas Mackey, Marketing
Janice Sullivan, Director of Sales
Eric Savage, Sales
Michael Nelson, Sales
Susan Smith, Technical Support
Kim Messinger, Customer Service
Erica Cislak, Public Relations
Friday Jan. 20, 2006
1 p.m. 5 p.m.
Kathleen Wilson, Marketing
Kevin Jessup, Sales
Cynthia Siftar, Sales
Tom Nesbitt, Technical Support
Tony Dungee, Customer Service
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Ground Transportation From the Airport
Taxi Services
All Taxi rates are based per trip not per person. Most taxis can accommodate up to 3 passengers. In some cases certain vehicle types can accommodate 4 passengers.
$25.00 Flat Rate from the Airport to the Central Philadelphia Area. This
area encompasses: Fairmount Ave (most Northern point), South Street
(most Southern point) Delaware River (most eastern point) and University
City/ 38th Street (most Western point) Any destination that falls within
these boundaries are eligible for the Center City flat rate.
$10.00 minimum fare from the Airport to any destination.
Other fares based on the meter which based upon entry (flag drop) is
$2.30 and $2.10 per mile or portion thereof. In addition you will be charged
an additional $1.50 Airport fee.
Should you need to pay by credit card please advise the dispatcher upon
your arrival to the Taxi area as all companies do not accept credit cards or
vouchers as a form of payment.
Sedan, Limousine Services and Shared Ride Van:
Sedan and Limousine services can be picked up at Zone 6 and Shared
ride van services can be picked up at Zone 7 on the Commercial Transportation Roadway.
For information regarding transportation please go to the Ground Transportation Information desk which is located in each baggage claim area. The
Ground Transportation Information representative can assist you by providing you with a list of transportation providers that are authorized to travel to
your desired destination. Please understand that our Ground Transportation representatives can not recommend specific services however they
are there to provide you with transportation options. Our representatives
will give you instructions on how to contact the provider of your choice.
They will also alert you once your provider arrives to pick you up.
You should have your luggage prior to making your reservations.
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SPONSORED EVENTS/SEMINARS
Friday, January 20 8:00 AM, Room 144C
Maximize Your Global Investment by Working with the U.S. Department of Commerce
Jim Boney, Sector Manager & International Buyer Program, U.S. Department of Commerce; Andrew Bihun, Senior International Trade Specialist,
U.S. Department of Commerce
If you are in the global marketplace with your exhibits program, or are
thinking about it, then you owe it to yourself to become familiar with tools
the U.S. Department of Commerce has in place to help you. During this
seminar, discover ways that the DOC can support your efforts to maximize
your results in the global market.
Friday, January 20 7:00pm – 10:00pm
AMERICAN BANDSTAND PARTY AT HOUSE OF BLUES, PHILADELPHIA
We will send out 400 invitations for our American Band Stand Party at the
House of Blues. 100 extra invitations will be available in the booth to personally hand out to customers. Attendees will be required to show their invitation at the door to enter the event. Our door staff will be briefed extensively on how to handle customers without badges as opposed to our
competition trying to attend the event. Please send us ASAP a list of customers you would like to have receive an invitation prior to the show. Invitations will be mailed out three weeks prior to the convention.
Shuttle busses will be provided to get everyone to the House of Blues from
the hotels and back again at regular and posted intervals. If you need to
have special arrangements made please let us know.
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Restaurant Information
Moshulu
(Seafood and Meats)
Price: Entrees average $28.
Dress Code: Philadelphia is a very casual town and you could go to Moshulu
wearing jeans and a collared shirt but you may find you feel more comfortable in
business casual attire.
Location: 401 South Columbus Blvd at Penn’s Landing
Phone: 215.923.2500
Prime Rib
(Steak House)
Price: Entrees average $30-$35
Dress Code: Jacket required for gentlemen in the main dining room, optional in
the bar or front lounge.
Location: 17th and Locust in Rittenhouse Square
Phone: 215.772.1701
Southwark
(Eclectic American)
Price: Entrees average $15
Dress Code: You’ll fit right in at Southwark wearing casual attire. Dinner is
served Tuesday thru Saturday and Sunday brunch only.
Location: 4th and Bainbridge in Queen Village
Phone: 215.238.1888
Davios
(Northern Italian)
Price: Entrees average $28
Dress Code: Business and Business Casual
Location: 111 South 17th Street
Phone: 215.563.4810
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Bars/Nightlife
Old City Neighborhood
The most happening spot of old city lies along 2nd and 3rd Streets, heading
south into Society Hill, an upscale answer to South Street's funk. If you're looking
for art galleries and performance theaters, head just north of Market Street. Old
City is known for the most exciting collection of art galleries on the East Coast.
For restaurants, look just south to Chestnut and along Market. Of course, no trip
would be complete without a stroll through Independence Park, lying on the
western edge of Old City, where one can learn and absorb the rich history of this
old Pennsylvanian town. During the day the Park is a recreational and educational ground. The National Park Service offers tours of both Independence Hall
and the Liberty Bell, as well as many other early American buildings of particular
significance to the U.S. Independence that all lay within the general vicinity of Old
City.
The Continental
134 Market St.
Retro cocktails and classic dishes such as wasabi mashed potatoes, seared tuna
and spring rolls still satisfy the dressed-in-black crowd at this vintage diner, now a
landmark of Old City.
The Plough and the Stars
123 Chestnut St.
Philadelphia, PA 19106
Upscale pub with live entertainment from traditional Irish music to a 16-piece jazz
band is also regularly featured.
WAX
112 Chestnut Street
Old City’s newest lounge. No pretensions, no high-priced drinks
Red Sky
224 Market Street
Sexy comfort and an illuminated interior make Red Sky an Old City stand out.
South Street Area
South Street is filled with bars but more of a shot and beer type of area. South
Street typically attracts a younger crowd and tourists. There are also plenty of
live music venues here, including the Theater of the Living Arts, or the TLA,
which features mainstream and eclectic acts ranging in style from rock to hip-hop
to spoken word. The area has a bohemian feel, but "bohemian" in Philly sometimes translates to young, pierced, and thuggish.
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Dark Horse Pub
421 South 2nd Street
The Dark Horse is a collection of four different bars housed in a 200 plus year old
building. Traditional English-Irish style pub serving gourmet food and pub classics in the former Dickens Inn on historic Headhouse Square. If there’s a soccer
game on this place will be packed.
L’Etage
6th and Bainbridge
Sunday Nights are live cabaret performances. Good Sunday night fun.
Southwark
4th and Bainbridge
Southwark is the ultimate corner neighborhood bar/restaurant. It’s small but the
chef is amazing, it’s one of the best restaurants in the city. The bar is filled with
locals and the bartenders are the best.
Center City East/West
Washington Square
210 W. Washington Square
Impresario Stephen Starr offers a stunning restaurant, bar and lush outdoor garden on fashionable historic Washington Square.
Zanzibar Blue
Jazz Club (music is good but don’t go for the restaurant)
200 S. Broad St.
Park Hyatt at the Bellevue
Mahogany
1524 Walnut Street
Authentic cigar bar attracts older, upscale gentlemen patrons who rest in overstuffed chairs and puff in peace.
Striped Bass
1500 Walnut Street
Great upscale bar
R e d C e d a r P u b l i c i t y a n d M a r k e t i n g!
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Rittenhouse Square
Very upscale neighborhood where all the money is. Traditionally a residential
neighborhood that closed up after 5 now has a very vibrant nightlife scene. This
is where you find the who’s who of Philadelphia.
Denim
Velvet Ropes and bottle service…not exactly LA. One of the only “dance” clubs
in Philly
Continental Midtown
1801 Chestnut St.
They have a great bar on the roof that is open all year round
Mansion
121 South 19th Street
Private Club
Call for passes
Brasserie Perrier
1818 Walnut Street
Excellent bar where grownups with jobs hang out
Blue, Rouge or Devon Seafood
18th and Rittenhouse Square
…Take your pick they all sit right next to each other but have similar crowds.
Grown-ups with jobs.
R e d C e d a r P u b l i c i t y a n d M a r k e t i n g!
w w w. r e d - c e d a r. c o m
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