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How can you use trade show staff to build your brand?

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Trade shows are a great opportunity to showcase your products and services, generate leads, and network with potential customers and partners. But how can you make the most of your trade show presence and stand out from the crowd? One of the key factors is your trade show staff, who can make or break your brand image and reputation. In this article, we will explore how you can use trade show staff to build your brand and achieve your trade show goals.

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1 Choose the right staff

Your trade show staff are the face and voice of your brand, so you need to choose them carefully. You want staff who are knowledgeable, professional, friendly, and enthusiastic about your offerings. They should also be able to communicate your unique selling proposition, answer questions, and handle objections. Depending on your industry and target audience, you may also want to consider the diversity, appearance, and personality of your staff. For example, if you are selling a high-tech product, you may want staff who are tech-savvy and can demonstrate your features. If you are selling a luxury product, you may want staff who are elegant and sophisticated.

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Tanya Metaxa, CPP

Portrait Maven ? I Mess With People's Faces To Their Full Satisfaction ? Increase Your Visibility and Authority ? Become the force to be reckoned with ? If not today, when? Austin, TX / New York, NY
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Also, your entire presentation / display at a trade show needs to be designed the way that speaks to your ideal client, and makes striking a conversation easy.

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2 Train your staff

Once you have selected your trade show staff, you need to train them well. You should provide them with clear and consistent information about your brand, products, services, and trade show objectives. You should also coach them on how to engage with visitors, deliver your brand message, collect leads, and follow up. You may want to create a trade show manual or a cheat sheet that covers the most important points and FAQs. You should also conduct a rehearsal or a mock trade show before the event to test your staff's skills and confidence.

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Blaine Tetterton

Marketing Operations Fanatic | PMP, Sales Ops, Revenue Growth, Lead Generation
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This is vital! You can have the world’s best booth but without well trained staff working it, you look like a disorganized company. Each team member at the event has a specific job. Whether it’s bringing in people, holding key conversations for business, managing the flow/ tools, or handling the giveaway table. Everyone needs to know what their role is and what is expected of them.

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3 Motivate your staff

Trade shows can be exhausting and stressful for your staff, so you need to motivate them and keep them energized. You can do this by setting realistic and measurable goals, offering incentives and rewards, providing feedback and recognition, and creating a positive and fun atmosphere. You should also ensure that your staff have enough breaks, snacks, water, and support during the event. You may want to rotate your staff or assign them different roles to avoid boredom and burnout.

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4 Brand your staff

Another way to use your trade show staff to build your brand is to brand them. This means dressing them in a way that reflects your brand identity, values, and personality. You can do this by using branded uniforms, accessories, badges, or colors. You can also use props, costumes, or characters that match your theme or message. For example, if you are selling a travel product, you may want your staff to wear hats, sunglasses, or backpacks. If you are selling a gaming product, you may want your staff to dress up as your characters or use your devices.

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Tanya Metaxa, CPP

Portrait Maven ? I Mess With People's Faces To Their Full Satisfaction ? Increase Your Visibility and Authority ? Become the force to be reckoned with ? If not today, when? Austin, TX / New York, NY
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I don’t think this is a good idea. This is not a Halloween party, but a professional engagement. There are better ways to create brand recognition than make your trade show staff wear costumes!

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5 Monitor and evaluate your staff

Finally, you need to monitor and evaluate your staff's performance and impact on your brand. You can do this by using various methods, such as surveys, feedback forms, mystery shoppers, or analytics. You should measure both quantitative and qualitative indicators, such as the number of leads, conversions, sales, referrals, or impressions, as well as the level of satisfaction, engagement, loyalty, or advocacy. You should also ask your staff for their input, suggestions, and challenges. You should use the data and insights you gather to improve your trade show staff strategy and results.

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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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How can you use trade show staff to build your brand?

1

2

3

4

5

6

1 Choose the right staff

2 Train your staff

3 Motivate your staff

4 Brand your staff

5 Monitor and evaluate your staff

6 Here’s what else to consider

Trade Shows

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How can you use trade show staff to build your brand?

1

2

3

4

5

6

1 Choose the right staff

2 Train your staff

3 Motivate your staff

4 Brand your staff

5 Monitor and evaluate your staff

6 Here’s what else to consider

Trade Shows

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