It takes months to plan a trade show, especially if it’s your first time. Industry experts suggest that the process starts 3 – 6 months in advance. This includes setting objectives and strategy, as well as the roles for everyone involved.
Not every member of your team will be at the trade show, so the ones that are going to be there need to have clearly defined roles. Their roles will present your brand in the most effective way through messages that compel attendees to learn more about your products and services.
Everyone Should Know their Roles
Prior to the show, all presentations and pitches should be practiced, and employees need to be trained or reminded of proper booth etiquette. Everyone should have access to a schedule that tells them what their role is and when.
There are four main roles in a trade show booth: Crowd Gatherers, Hosts, Presenters, and Lead Gatherers. Each role is critical to your success.
Crowd Gatherers
In order to engage attendees outside the booth, crowd gatherers ask qualifying questions to gauge interest. They are best positioned in the aisles near your booth to increase attention, especially with people who may not have noticed your booth.
Hosts
More than just a greeter, the host is often the first person who attendees interact with. They are brand ambassadors who scan show badges, hand out materials, and direct attendees toward their areas of interest.
Presenters
As a skilled public speaker, your presenter gives in-booth presentations and demonstrations. Their job is to engage with attendees enough to drive interest and sales.
Lead Gatherers
This role requires booth staff to ask more sales-focused questions to qualify leads for the salespeople. They need to be able to capture lead data and pass it on quickly. They are steeped in product knowledge and may be able to answer some technical questions.
For each trade show, you should know the flow of traffic, so positioning everyone will be more efficient. It’s best to see each role from the attendee’s perspective. Their first impression of your company is the design and layout of the booth, so it needs to be inviting and informative from a distance. ADM Two staff are experts on display design and fabrication, so give us a call at (813) 887-1960 and one of our knowledgeable staff can assist you with your display, no matter where your event takes place. Also, check out some of our other articles to get more information on trade show booth layout, trade show graphics, and etiquette.