When the show is on the road: Rules for trade show exhibits

Working at a company trade show exhibit is not unlike working in a retail store. You have to greet strangers who approach your booth, some of whom have no idea what your company does or sells. Others are customers or potential customers. Booth staffers need to be instructed how to deal with all kinds of visitors.

Many companies exhibit only in a few shows a year, which means some exhibit booth staffers may have limited experience dealing with show attendees, not to mention traveling to distant cities. Most trade shows are held in major cities throughout the world, requiring employee staffers that are not only experienced in exhibit booth protocol, but in travel responsibilities as well.

Sending employees out on several days' assignments requires first the selection of staff persons who will be responsible for exhibit maintenance, for company relations, and, not least, for property security.

Exhibitor Magazine has several recommendations for protecting both company and personal property:

"(1) Ask the hotel concierge if there are any areas near the hotel to avoid. Nothing identifies one as a easy mark like wearing your show badge outside the convention center.

"(2) Be familiar with the locations of the closest hospital, and drug, hardware, and office supply stores. Find out what emergency services like doctors and nurses the hotel and the convention center have available.

"(3) Prepare a dress code for exhibit staff. Exhibit staffs should be wearing neat, clean uniforms, if the company provides them, or conventional male and female dress (no blue jeans, t-shirts, etc.). During setup and teardown, women should wear substantial closed-toe shows to protect their feet. And note: chairs are not ladders. If you need something to stand on or to provide extra height, use a step stool or a multi-purpose tool box."

Go over exhibit booth protocol. Staffers are not to drink or eat at the booth. Make sure the booth always is clean and tidy. Most show attendees will see it only once.

Keep records of every person who visits your booth. It can make a useful future sales reference.

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Copyright Barks Publications Apr 2006
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