Taking Your Exhibit Staff to the Next Level

Megan Wells | August 9, 2016

The opening ceremonies are history and the countdown has begun. How many medals will your team take home from the 2016 Summer Olympics?

As I’ve been watching the amazing athletes do their thing, I couldn’t help but notice some distinct parallels between the excitement the next two weeks will bring and the frenzy that accompanies every trade show. Your next event is really your own “mini-Olympics,” right?

Sound a little far-fetched? Think about it this way. In both cases, the team is looking to bring home great results that they’ve invested heavily in achieving. The strength of each event comes from the people on the team. And the teams that perform the best have a solid track record for rigorous training in preparation for the task before them.

Wait, training? Is that in the budget?

If not, it should be. According to the Center for Exhibit Industry Research, 85% of our success on the show floor comes from the performance of our staff. At the same time, 42% of attendees are disappointed because the staff interacting with them wasn’t listening to what they had to say.

What message does that send to exhibitors? Staffing is the single most important factor influencing your success on the show floor. An untrained staff can be brought up to speed quickly, but even a great staff can grow to the next level – and the potential payback is huge. It’s like having your own insurance policy to ensure the investment you’ve made in every other aspect of your exhibit program provides the results you expect.

What should you cover in a great training program?

  • Internal talking points regarding both your brands and your competition
  • Introduction to internal and third party staff members
  • Roles, responsibilities and best practice expectations
  • Lead qualification and management
  • Booth walk-through, including engagements targeted to each area of the exhibit

Don’t worry if you don’t feel up to the challenge of creating a training program for your staff. You don’t need to add an extra step to your to-do list. Many companies, including MG, offer training programs designed around your needs.

So are you looking to bring home the GOLD from your next trade show or event? Start with your staff. You’ll be glad you did!

Megan Wells is a Marketing Services Coordinator for magnify™, MG’s internal engagement marketing agency. She holds a Bachelor’s degree in electronic media and a Master’s in Sports Management. Always the consummate athlete, Megan’s love of sports has strongly influenced her professional life. She joined MG after many years on the client side of the business, most recently serving as Director of Community Partnerships for a local university. Still part of the academic community, Megan is also an adjunct professor of sports marketing. Her expertise and true team spirit make her a valuable addition to every project.