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What are the essential tools and resources for a trade show crisis response team?

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Trade shows are a great opportunity to showcase your products, services, and brand to potential customers, partners, and media. But they also come with a lot of risks and challenges, such as technical glitches, logistical issues, security threats, health emergencies, or PR crises. That's why you need a trade show crisis response team (CRT) to handle any unexpected situations and minimize the impact on your reputation and sales. In this article, we'll share what are the essential tools and resources for a trade show CRT and how to use them effectively.

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1 Define your CRT roles and responsibilities

Before you head to the trade show, you need to identify who will be part of your CRT and what their roles and responsibilities are. Depending on the size and scope of your event, you may need different people to handle different aspects of the crisis, such as communication, technical support, legal advice, security, medical assistance, or media relations. You should also assign a CRT leader who will coordinate the team and make the final decisions. Make sure everyone knows their role and has the necessary skills, training, and authority to perform it.

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Matthew T.
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It is a great idea to define roles and responsibilities; that is a given. If you have an established team in place, it is a good tactic to start cross-training. What if one of your key people is a casualty of the situation in the first place? In the military, it is common for small teams or units like boats, tanks, or fire teams to learn each other's job in the event of a loss or setback.

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2 Prepare your CRT plan and checklist

Once you have your CRT members and roles, you need to prepare a plan and a checklist that outline how you will respond to different types of crises. For example, you should have a contingency plan for power outages, equipment failures, network issues, product defects, or customer complaints. You should also have a checklist that covers the steps you need to take in case of a fire, a medical emergency, a security breach, a legal dispute, or a PR scandal. Your plan and checklist should be clear, concise, and realistic, and include the contact details of your CRT members and external partners, such as vendors, venues, or authorities.

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3 Equip your CRT with the right tools and resources

To effectively execute your plan and checklist, it is important to equip your CRT with the right tools and resources. These may include a CRT kit with essential items like flashlights, batteries, first aid supplies, and fire extinguishers; a CRT communication system like radios, phones, laptops, or apps; a CRT documentation system such as cameras, video recorders, notebooks, or forms; and a CRT backup system like cloud storage, backup servers, or generators. This will enable you to communicate with your team and other stakeholders and record and report the details of the crisis while also allowing you to restore your data and operations.

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4 Train your CRT on how to handle different scenarios

Having a plan, a checklist, and the right tools and resources is not enough if your CRT is not trained on how to handle different scenarios. You need to conduct regular drills and simulations that test your CRT's ability to react quickly, calmly, and effectively to various situations. You should also review your performance and feedback after each drill and simulation and make any necessary adjustments or improvements. Training your CRT will help you build confidence, trust, and teamwork among your members and prepare you for any potential crisis.

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Matthew T.
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Enable and empower your team to think outside the box. Not every scenario is cookie-cutter, and improv is necessary. Studying past events can often bring to light patterns of response or best practices.

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5 Communicate your CRT actions and outcomes

The last but not least essential tool and resource for your trade show CRT is communication. You need to communicate your actions and outcomes to your internal and external audiences, such as your staff, your customers, your partners, your media, or your authorities. You should have a communication strategy that defines your key messages, your tone, your channels, and your frequency. You should also have a spokesperson who can deliver your messages clearly, consistently, and transparently. Communicating your CRT actions and outcomes will help you maintain your reputation, credibility, and trust among your stakeholders.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Brittney Tremper

Seasoned Project Manager and Technology Implementation Manager, with acute attention to Data Management
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Have a TTX “table top exercise” meeting in advance of your onsite event dates. And then again upon arrival. This allows you time to run through drills once with a smaller group and then roll it out to your full CRT team on-site. If the leads of the various areas within the CRT have met about and ironed out the protocols, actions, and priorities prior to onsite, then they can lead the onsite TTX meeting with a united front and firm directions/plans of action. And then the additional folks trained onsite are the additional layer of support to the leads that have already solidified and memorized emergency response plans.

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Matthew T.
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It is critical to have a debrief at every level following an event. What went wrong? What went right? Who shined, and what improvements can be made?

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What are the essential tools and resources for a trade show crisis response team?

1

2

3

4

5

6

1 Define your CRT roles and responsibilities

2 Prepare your CRT plan and checklist

3 Equip your CRT with the right tools and resources

4 Train your CRT on how to handle different scenarios

5 Communicate your CRT actions and outcomes

6 Here’s what else to consider

Trade Shows

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What are the essential tools and resources for a trade show crisis response team?

1

2

3

4

5

6

1 Define your CRT roles and responsibilities

2 Prepare your CRT plan and checklist

3 Equip your CRT with the right tools and resources

4 Train your CRT on how to handle different scenarios

5 Communicate your CRT actions and outcomes

6 Here’s what else to consider

Trade Shows

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