Exhibitor AcademySupercharge Your Exhibiting Experience

SECO 20/20

SECO 20/20Where sight meets vision

March 4-8, 2020

Topics

• Pre Planning

• Booth Staff• Training

• Staff Expectations

• Body Language

• What Not to Do

Pre Show Info

• Contact Info

• Orders

• Method of Payment

• Outbound Shipping

On-Site Info

A copy of your orders and layouts (either hard copy or digitally)

All of your freight tracking information

• Who is the carrier and all the tracking numbers

• What you shipped and how much

• Address of where you shipped from

• The address where you shipped to (Advance Warehouse or

Direct to Showsite)

Why Are You Exhibiting?

• Introducing your company to a new market?• Launching a new product?• Reconnecting with customers?• Finding new leads?

Know Your Goal!

Why Are You Exhibiting?

• Make sure everyone on your exhibit team knows what they are and what their role is in achieving them

• Meet each day to review where you are and how to adjust for better results

• Make your team accountable

Define a set of measurable metrics that will meet your objective

Road To Success – Communication Plan For Pre, During and Post Event

Set the Stage

Plan your booth around your objective

Launching a New Product? Connecting with Customers? Increasing Brand Awareness?

Demonstrations

• Space Planning

• Have a Script

• Crowd Control

• Be a Good Neighbor!

• Let Show Management know!

Making Connections

• Welcoming

• Open Entry Points

• Seating and Conversation Areas

• Catering

• No Trick or Treating!

Planning Spaces

Increasing Brand Awareness

Use Social Media to your advantage

People

Shout It from the Roof Tops!

Pre Show Communications

• Existing customers

• Targeted prospects

• Industry allies

Keep it Personal• Names

• Teaser info

• Make appointments

Build a Team

Who?

• Energetic/personable

• Positive

• Motivated

• Responsible

How Many?

• 2 person minimum

• Cover your booth objectives

Team Training

Explain the objective of your booth

• Sales, Demo, Launch, etc

Devise a script or unified branding message

• Consult with your marketing team

• What are the key points of your new product

• What is your “mission statement”

Booth Boot Camp

• Strategy meeting prior to show

• Alignment meetings during the show

• Post show meetings

Location Location Location

Where is your booth space in relation to:

• Restrooms

• Registration

• Food and Beverage

• Networking Areas

• First Aid

• Competitors & Friendlies

• Exhibitor Services

Expectations

Dress Code

Is there a branded “uniform” or business attire?

Schedule

Set definite times people need to be in the booth space/registration/networking

events/client meetings/etc

Behavior

How should people act OFF the show floor?

What Are You Wearing?

• Stay consistent with your branding and company personality

• Stay away from uncomfortable clothes or footwear

• If you are unsure, dress up rather than dress down

Who Wore It Better?

Branded Business Casual

Who’s on First?

Assign everyone a role

Example Roles

• Greeter/Host

• Demonstrator/Presenter (if doing demos)

• Lead Qualifier

• This includes who manages/distributes the leads after the event.

• “Captain”

• This is the overall lead for the booth. If there is a question or issue, this is the

person that can solve it (paperwork, registration issues, catering, etc)

Friend Zone

4 Instant Classifications

• Indifferent-people tune you out

• Friend

• Enemy/Predator

• Romantic Partner—not at a tradeshow

Body Language

Strike up a Conversation

• Start with an introduction

• Ask them what challenges they have

• Address their challenges and you will keep them

interested.

• Offer solutions they may not have considered

• Offer samples

• Obtain their information

• Follow up

Best Booth Behavior

• Keep smiling!

• Speak with attendees not each other

• Keep phones and laptops out of sight

• Make friends with your neighbors

• Keep your booth clean and tidy

• Follow all Show rules

A List of Don’ts

• No sitting (unless your customer wants to sit)

• No staff eating or drinking in the booth

• No chewing gum

• Do not cross arms or legs, keep hands out of pockets

• Avoid leaning or fidgeting

• Avoid activities that would be disruptive to your

neighbors

Recap!

• Have an objective going in

• Design your space to meet your

objective

• Build a great team

• Communicate with your team

• Look the part

• Get into the friendzone

• Keep your space neat!

Questions?

If you have additional questions regarding this webinar or

SECO 20/20, you may reach out to:

Contact: Carol Young at cyoung@secostaff.com