Staffing a booth at an event like a trade show or career fair is an effective and efficient way to deliver a consistent message to audiences by speaking directly to people, displaying compelling graphics, and distributing printed material that messages the audience directly.
The challenge to most small businesses is fielding competent people to staff the booth. In most situations, people staffing booths are uncomfortable and are their because it is a request by an employer. They are ill-equipped to sell a product, service, or notion, lack experience staffing a booth, and fail to achieve the goal of being at the event.
Dos
- Know the message from your organization. Familiarize yourself with the messaging in the event flyer from your organization and the theme/purpose of the event
- Be honest. If you don’t know the answer to a question, promise to get answers and follow up right after the event
- Know the booth. Learn about assembling and disassembling the display system before the event starts
- Know the event. Be able to help visitors with directions to facilities
- Be well groomed. Choose your attire and footwear carefully to suit your audience, weather, and indoor temperature fluctuations
- Be confident. Your confidence comes from being prepared
- Keep your booth neat and clean. It should always appear inviting
- Treat all visitors equally, with respect and a sharp interest in what they are saying to you
- Leave promotional flyers and media releases in media rooms and with other exhibitors (where and when appropriate), and distribute event flyers to booth visitors when eye contact is made
Don'ts
- Smoke before and during an event. Most people find the odour of tobacco smoke on clothing or breath annoying or repulsive
- Sit while greeting. Chairs are for limited repose for the exhibitor and visitors. Be ready to greet visitors at all times – on your feet
- Drink or eat in the booth space. Alcohol is definitely not acceptable, and spilled coffee and food stains can irreparably damage your display system. If fluids like water are needed, keep out of sight, and consume discretely
- Talk sparingly with colleagues in the booth space. If you must have a conversation with a colleague, don’t be so engrossed that you ignore visors to the exhibit
- Leave your booth. People who have taken the time to visit your booth deserve to have someone present when they arrive
- Go into someone else’s booth space unless invited. This may be one of the written or unwritten rules of an event
- Denigrate competitors exhibiting at the event. Never say negative things about your competition. People prefer facts, not opinions
Grant Lee, CPM
Marketing Strategies and Tactics