Sessions and Events

Whether you're a first-time exhibitor or a seasoned veteran of the marketing expo circuit, it is hard to underestimate the importance of a well-prepared and competent staff. Your company might have the most extravagant display in the venue, but if your staff doesn't live up to the hype, attendees aren't likely to stick around! If you're in search of new ways to increase your trade show ROI, consider a program of advanced trade show training and preparation. After all, the representatives you choose to staff your exhibit are a crucial component of the first impression your potential leads will receive. By simply taking the time to train your staff before the event begins, you can thoroughly prepare your employees to communicate your brand message effectively and professionally.

Utilize Trade Show Software

Through trade show software, you can help build the selling skills of your staff with role-playing exercises, quizzes, and other self-paced instruction. Many companies also offer short instructional DVDs to reiterate important concepts. Software programs can often be completed in as little as 25 minutes, so preparation for your next event can be a breeze!

Pre-Show Training And Webinars

For companies seeking instruction that is more personalized and one-on-one, live trade show training and webinars are also available. Whether you wish to develop the curriculum on your own or consult a reputable company that specializes in exhibit-based marketing, pre-show sessions can really make a difference in your staff's performance level when event day rolls around. Sessions typically take place either directly before the event in the form of a briefing, or a more in-depth instructional meeting held several months in advance. If gathering everyone together at the same time proves challenging, you can even host a webinar - so everyone can attend no matter where they might be!

Communicate Expectations

Regardless of which method of staff instruction you choose, one of the most effective actions you can take is to simply communicate your overall expectations to the employees who will be running your booth. This includes how they should dress, whether they should sit or stand while working the exhibit, if food and drink are allowed in the booth, etc. These may seem like small items; however, they are often major turnoffs to potential customers. Openly engaging in a dialogue with your staff as to what is specifically expected of them is the first step to exhibiting success!

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