To generate leads through personal interaction with attendees is what epitomizes trade show marketing for an exhibitor. This sort of interaction is radical and what defines its virtue is how you deal with the participants. How you market your product with an effective presentation to the visitors.
To do it with distinction, exhibitors need to put human efforts to their sales strategy.
The point is, generating leads through better interaction requires human effort for an exhibitor. It involves understanding the needs of people. Later, such an acquired understanding leads to building people’s trust on your brand. This is where a trained booth staff comes into the picture.
Benefits of the right exhibit staff for trade show marketing
Smart presentation of your brand:
With the exhibition hall being usually chaotic due to the presence of attendees and other exhibitors, exhibiting companies can’t market their brands in contrast to others with talented salespersons. Under such demanding circumstances, your booth staffer or salesperson is the real deal-maker.
During the show, your staffer is the face of your brand. He/she deals with the visitors and helps them understand the values of your brand. A skilled exhibit staff uses their presentation skill to convince visitors into believing your brand. Such staffers know how to handle typical sales situation.
They indulge with the prospects in a detailed conversation about your product/service.
Your brand’s impression-creator
Exhibiting companies without salespersons/brand managers, brand promoters can’t create best first impression during a trade show. The first impression is a real yardstick that concludes the success or failure of your exhibiting at the show.
If you create it in contrast to your objective, you lose the credibility of your product/service in the eyes of visitors who will always have a second thought about your brand before entering into your show the next time.
However, a skilled exhibit staff is the real impression-creator or at least someone who can offset the momentary damage of your brand image due to a certain misunderstanding that some visitors have on your brand.
For example, in most cases visitors get the impression of your brand as unfriendly and valueless. Maybe your exhibition stand design was poorly graphed, or you had something impromptu in your sales pitch.
Whatever may be the case, when the first impression of your product/service seems going to be at stake in the viewpoints of your visitors, it is your staffer who is the saving grace.
In various tradeshows where reputed companies employed best staffers had their brands represented successfully. During close-up, they had many leads to contact to and some of them were already the confirmed ones.
Trade show marketing without creating best first impression loses its motive for success. In this context, exhibit staffers play a pivotal role in creating the best first impression of your brand by helping the prospects understand your values and how your service could mean cost-effective for their needs.
Your staffers create a best first impression by keeping the passerby engaged and drawing them to your exhibition stand. They collect information and generate leads for you. Understandably, booth staffers must be given primary importance for your trade show marketing, apart from distributing brochures, creating sales pitch and advertising slogans for your show.
Does training of booth staff matter?
It is as important as creating best brand’s messages and then fine-tuning them into serving your marketing goal. If your staffers are not trained, they will not be able to handle typical sales situation involving numerous people to contend with. If you employ teams of untrained and inexperienced salespersons, your trade show marketing will not be successful, considering your team won’t be able to answer the specific questions asked by visitors, which would later yield poor engagement.
On a side note, it is not the best booth display graphic, but the trained booth staff that facilitates visitors’ self-selection process involving preferring your brand than others.
Over to you.
The success of a trade show is often defined by the manner of how you have conducted by undertaking various strategies their apt implementation, and most importantly, by employing right staffers to get your brands represented effectively to the visitors. The right exhibition stand staff is a surefire way to boost your trade show marketing success.
What do you think are other factors that an exhibitor must consider boosting his trade show marketing success?