Best Practices: The Art of Being An Exhibit Floor Manager

When there are limited staff resources and or the size of an exhibition/trade show has grown substantially, it is not unusual for an Event Producer to hire temporary personnel to help them with the exhibitors and exhibition related suppliers.  This role is typically called a “Floor Manager.” 

The role of the Floor Manager is just that, “to manage the exhibit floor.” Floor Managers are hired to become an extension of the event producer’s staff, and should have the responsibility and authority to make informed decisions that help solve problems based on the guidelines/rules and regulations of the event.  And sometimes, or I should say most of the time, it’s just putting good old common sense into practice.

I’ve put together these “Best Practices” from many years of working on numerous different types of events, including Healthcare/Medical, Pet Supplies & Services, Motorcycles, Trucking, Food & Beverage, Manufacturing, Banking, Legal, Beauty, Technology, Education, Quality, and Finance.  I guarantee you that these “Best Practices” are by no means all-inclusive.  I’m sure that many of you may have great ideas, suggestions, experiences and “Best Practices” of your own.  If you do, please feel free to share those with us.   After all, collaborative learning is the best way for us all to grow, know more, and work smarter. 

Do a Little Advance Homework                                                

In most cases, Floor Managers are hired to work “onsite” only.  In other words, they are not paid for their time to do any advance work.  Regardless, I would highly recommend that Floor Managers do some “homework” prior to the event.  This is easy to accomplish by reading through the Event Producers website.  Besides learning about the event itself, i.e., who are the attendees and exhibitors, etc., the information most pertinent to the Floor Manager’s work will usually be found under the exhibitor information, i.e., move-in, move-out and show schedule, event rules & regulations, Exhibitor Services Manual (sometimes available on web site, sometimes not), list of exhibitors, and of course…the exhibit floor plan

Arriving Onsite

Some Supplies I Would Suggest the Floor Manager Bring

·      Clip Board/Portfolio

·      Pens (several)

·      Black Marker

·      Highlighters (2-3 colors)

·      Knife/Box Cutter (to help show management and exhibitors open boxes)

·      Tape Measure 

·      Phone Charging Cord/Portable Phone Charger

·      iPad (see below)

Some Items the Floor Manager Should Request From the General Service Contractor (GSC)

·      Floor Plans (1/2 Dozen, 11” x 14” or slightly larger)

Some Items the Floor Manager Should Request From the Show Management Contact

·      Exhibitor Lists (Alpha by company and by Booth #)

·      Welcome Floor Manager Letter (to be given to each exhibitor or placed in every booth during set-up, sample attached)

·      We’ve A Little Issue With Your Booth Notice…aka “Booth Violation Form” (if there’s an issue with a booth that Floor Manager missed during set-up and or was unable to address in person with the exhibitor, sample attached)

·      Move-out Notice (to be passed out to every booth the night before the show closes, sample attached)

Communicating with your Show Management Contact and the GSC

I was thinking about a couple of things while writing this.  The first was determining the best methodology for communicating at a distance with other team members during the event, i.e., text/phone, walkie-talkies, smoke signals, etc.  Although I grew up old school and walkie-talkies were (and with many events still are) the preferred method of communication on the show floor, I’ve been finding more and more that texting and or a simple cell phone call also seem to work fine.   In any case, you’ll want to establish the preferred method with your Show Management and GSC contacts. 

As well, I always talk through with the GSC contact about how we will handle show management work requests, and how he or she wants to receive them from me.  I have found that texting a list of items directly to the GSC contact is quick and easy.  Communicating show management work items directly to the GSC contact allows them to keep track of and follow-up on those issues.  It also helps keep everything straight and documented for post-show billing.   For exhibitor related issues that the Floor Manager runs into, i.e., missing furniture, freight, etc., I have generally found that it is best to direct the exhibitor to go to the GSC Exhibitor Services Desk/Center…where the GSC has a record/files of all the exhibitor advance and onsite furniture/labor orders, freight shipments, etc. 

Another important item is determining the level of involvement/communication that the Show Management contact wants to be made aware of re: exhibitor and or GSC issues.   Certainly one of the main reasons a Floor Manager is hired is to handle exhibitor issues, so that the Show Management contact can focus on other things.  My own feeling and experience is that for the standard exhibitor issues, i.e., missing furniture, freight, etc., the Floor Manager just handles these, and unless there’s some extenuating circumstances, the Show Management contact doesn’t need to be made aware of each and every item.   However, with that said, I do think that the Show Management contact should always immediately be made aware of any issues that may financially impact/be billed to show management, and of any issues where an exhibitor or attendee is extremely upset/angry, and of course of any medical/safety emergencies and or theft issues. 

Walking the Floor                                     

Depending on the size of the show, I would suggest that Floor Managers should be responsible for an area no larger than 250-300 10’ x 10’ booths/25,000-30,000 NSF.  Although Floor Managers should have some type of desk or table for their things (usually in the show office), the majority of their time should be spent on the show floor. This almost always means a lot of walking, it’s a good idea to pace yourself.  If you’re lucky enough to have access to a GSC supplied scooter during set-up or teardown, use it while you can.  Once the show floor gets busy and cluttered with crates, pallets, rolls of aisle carpet, etc., you’re going to need to hoof it, so wear good quality/comfortable shoes.  

https://meetingstoday.com/magazines/article-details/articleid/33089/title/event-planners-recommend-comfortable-work-shoes

https://www.corporateeventnews.com/news/best-dress-shoes-corporate-event-planners-according-podiatrist

https://www.aventri.com/blog/8-comfortable-and-cute-shoes-that-will-keep-your-feet-happy-at-your-next-event

Here’s the routine that I try to do this at least once an hour or so during move-in/exhibitor set-up.  

I take a floor plan and my exhibitor lists, and I start walking each aisle and check each booth.  If the exhibitor is present, I introduce myself and give them a “Welcome Floor Manager Letter.”  If the exhibitor is not present, I either leave the letter on a chair or table in the booth, or if there is no furniture, I tape the letter to the back drape of the booth so it’s easily seen.  For Island booths, I tape it to the top of one of their crates.  The letter has my name and cell phone number and lets the exhibitor know I’m their contact, and if they need anything to please contact me.  This has been extremely well received, and most of the time when I’m called, it’s just a simple question that an exhibitor might have.  

If the event producer has a furniture package included with each booth, I check for those items and let my GSC contact know if there’s anything missing.  I check the size of the booth, and the booth sign against my exhibitor list and floor plan.   If I find any discrepancies, I make a list for my GSC contact and text it to them.  I also check for exhibitor freight, and I check the label on the shipment to make sure it’s for that exhibitor.  I almost always find misplaced freight when I walk the floor, and I contact my GSC contact to get it moved before there’s an issue.   

I also mark up my floor plan during move-in/set-up noting if when there’s freight in a booth, which is of course a good indicator that an exhibitor will probably eventually show up.  I try to be as neat as possible with the notes and mark-ups I make on my floor plan, as I use and update it continuously during move-in.   When a booth is completely set-up (or very near complete), I put an “X” through the booth space on the floor plan…and then I focus on the other booths without an “X.”  Or, you can use highlighters.  I know this sounds pretty OCD, but once you start getting tired, believe me…it helps to narrow down the number of booths that need to be rechecked. 

Special note:  The checking of exhibitor lists, and marking up/making notes/highlighting on the floor plan, etc., can be done on an iPad/tablet using OTC software.  In addition to being environmentally correct (paperless), there are other advantages…like being able to file share with others, etc.  The technology is here and many event planners already using it (I’m trying…but still get sucked back into old school way).  Helpful hint…if you want to go paperless…practice with your iPad before you go onsite.

Be a Servant and Problem-solver, Not a Policeman           

Floor Managers are there to solve problems and to try to make everyone’s event experience the best it can be.  What we don’t want to happen is to have an abrasive and or adversarial interaction with an exhibitor.   They are the customers, and although the customer isn’t always right (don’t tell them that)…they still are the customers and in effect…they pay our salary.  

Now, that being said, sometimes things can get a little tense on the show floor.  Especially when you have to talk to an exhibitor about an issue.  I have found that the best way to start any conversation on the show floor is to first introduce yourself and your role with the event.  Of course, you should ask the person in the booth their name and role, i.e., are they actually an employee with the exhibiting company, or are they with the Exhibitor Appointed Contractor (EAC) display house?  

I have to confess that in the heat of the battle, I have made the mistake more than once (and hopefully learned my lesson) of diving right into a conversation about an issue without first properly introducing myself to the exhibitor.  This is totally unfair to the exhibitor, and immediately puts them on the defensive.  Although they may deduce from my nametag that I’m with show management, they probably have no idea of my role unless I explain it to them.  Floor Managers should take the time to start the conversation correctly, be polite, use common sense, and if there is an issue…come prepared with a realistic solution…or two.

Typical Exhibitor Issues 

Although I try religiously to make my rounds walking the floor, the fact is you can’t be in all places at all times.  Invariably (and I can’t remember a show where this hasn’t happened) an exhibitor will have set-up their booth incorrectly, i.e., not in accordance with the event rules & regulations and or the IAEE Set-up Guidelines…and they will have left the show floor by the time I’ve discovered it.   When this occurs, I fill out and leave a “We have a Little Issue With Your Booth Notice” in their booth asking them to call me when they return.  If they don’t call me at least 6 hours before the event opens, I call them. 

As previously stated, the best method I’ve learned is to handle set-up issues is with common sense and in a non-adversarial way.  I always try to come up with possible solutions to rectify the issue before I speak with the exhibitor.   The “We’ve a Little Issue With Your Booth” notice is titled as such because that is much less adversarial sounding than “Booth Violation Notice.”  Most of the time the issue may be because the exhibitor is inexperienced and hasn’t read the rules and regulations, etc.  It’s not because they’re trying to break the rules on purpose.  Following are some of the most common exhibitor issues that occur during trade shows.  

Show Management Moving Exhibitor Booths Prior to Show Open—Floor Managers are usually involved in working with exhibitors when they move from one booth to another.  If possible, any onsite moving of exhibitor booth spaces by show management should be done before the GSC (and exhibitor) sets up.  Otherwise, there can be potential issues, i.e., cost for the GSC moving utilities (electric, internet, etc.), and or furniture, and carpeting.  Additionally, if the Event Producer has a printed program, the original booth number will obviously no longer be correct.  Some groups produce an onsite addendum and or put signage in the original booth space directing attendees to the exhibitor’s new booth space.

Exhibitor Badging/Wristbands—It is important for Floor Managers to find out how exhibitors and EAC’s will be credentialed before, during, and after the event.  This typically involves coordination and communication with show management, the registration provider, and security.   Many times exhibitor registration will not be open until after exhibitor move-in has started.  In this situation, having security distribute different colored wristbands each day, and having an exhibitor sign in sheet is probably the best and easiest method of credentialing exhibitors until registration opens and regular name badges are available. 

Exhibitors Working Early & After Hours—Another issue that a Floor Manager should be aware of is exhibitors and or their EAC’s requesting early access to the exhibit floor, or a request to work late…usually occurring during move-in/set-up.  An example of this might be an exhibitor that needs to calibrate sensitive machinery or tech equipment in their booth.  Generally, I have found this is a not a big problem and can be easily managed with security keeping a list of those booths requesting to work early and or stay late.  I usually give security a specific time after the published close time to “sweep” the floor and go around and ask those people staying late to finish up their work for the day. 

Booth Set-up Guidelines/Violations—A big part of the Floor Managers role is to monitor the set-up of the exhibit booths and to make sure that they comply with the event rules and regulations and the IAEE set-up guidelines.  I have found that most of the larger island booths (which generally are installed and dismantled by an EAC professional display house, or the GSC) are in compliance with these rules.   The booths that seem to require the most attention and monitoring are inline and end cap booths.   I could write an entire article about specific set-up/tear down issues, but following are some of the most common ones. 

·      Inline Booth Sightline Issues  (sides of inline booth being too high, i.e., over 4’ tall, in front half of booth, and blocking sightlines of neighboring booth)

·      Height of inline Booth Signs (being over 8’ tall and or protruding into aisle)

·      End Cap Booths Back wall (back wall being 20’ across, when only should be 10’ across centered)

·      Height of Hanging Signs (Inline booths shouldn’t have hanging signs, and Islands booths may be too high)

·      Exhibitor Literature (being placed by non-sponsor exhibitors in areas outside their booths)

·      Booth Mascots (wandering around outside of the booth space)

·      Early Teardown of Booths (usually smaller booths and happens on last day of show with early afternoon close, i.e., 1pm-3pm, etc.)

Show Management Areas

Floor Managers may or may not asked to supervise the set-up of show management areas on the show floor, i.e., Show Management Membership or Sales Booths, Learning Theaters, New Product Showcases, etc.  Typically the GCS will be handling all of those set-up requirements, but these areas may also involve other event related suppliers, i.e., audiovisual, Internet, agency personnel (specialty graphics), etc.   If supervision of the set-up of show management areas are part of the Floor Managers responsibilities, it’s important to have the latest specs from the show management to determine who’s supposed to be doing what and when. 

Certain areas that almost always involve the Floor Manager are Lounge Areas on the exhibit floor.  Most Event Producers “Lounge” any unused exhibit spaces that they don’t sell, or space where exhibitors are “no shows.”   Many times this decision to “Lounge” an area happens fairly close to when the show opens, so it’s important that the Floor Manager keep the Show Management contact and the GSC aware of what needs to be “Lounged”, i.e., carpeting and furnishings added. 

During the Event                                                                           

During actual show hours, it may seem to be a slower time for Floor Managers.  However, it’s important to be visible to exhibitors, and also to help show management with other event related tasks, i.e., signage, awards, sessions, and pack up or prep show management outbound shipments, etc. 

Move-out & Post-show Follow-up

On the evening before the show closes, I place a “Thank you and Move-out Notice” in each exhibitor’s booth.   It gives exhibitors the schedule for move-out and all the other pertinent move-out information, i.e., empty container return, shipping, ordering dismantle labor, how to fill out bill of lading, etc. 

On the last day of the show, I go around and thank those exhibitors that I’ve met and talked with during the week, and ask them if they had a good event.  Frankly, I think this needs to be done more often by show management staff.  Exhibitors seem to really appreciate it and I think it goes a long way towards building better relationships.                                

As it gets close to show close, I also keep an eye out for any exhibitors that start dismantling their booths early.  Early afternoon closing times (1pm, 2pm, 3pm) make this a challenge.  The early teardowns are almost always the smaller inline booths, and I ask them to stop as there are still buyers on the show floor and they are being disruptive.   Most of the time they stop, but if they ignore me and continue to dismantle, I photograph them with my phone and send the pictures and company names to the Show Management contact.  

I would suggest to any Event Producer that wants to schedule an early afternoon close on the last day of the show to consider having some type of prize giving game (perhaps with prizes supplied by exhibitors) to keep help buyers on the show floor.  A conference that was recognized as one of the most innovative of the year by BizBash Magazine, the Western Veterinary Conference, did just that by introducing an app-based trivia game called “Vet Detective.”  Apparently it was a huge success at increasing buyer traffic all the way through the close of the show, and it also increased leads for exhibitors.

https://www.bizbash.com/bizbash-lists/meetings-conferences/article/21091265/most-innovative-meetings-2019-13-western-veterinary-conference

Following the event, I generally try to send my show management contact a short report outlining any issues I came across during the event, and any suggestions I have for the future.

Floor Managers at America’s Beauty Show: Claude Adomaitis, Jack Thompson, CMP, CEM, Colette Fairchild, CEM, CMP, and Mike Mlady

Well, that’s it for now.  I’m sure there are lots of other ideas and suggestions out there, so again if you have any, I would encourage you to share them with us.  Thanks and see you “on the show floor.” 

Any questions and or comments, please contact me at [email protected], or 312-286-1354.

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Sample Forms Below 

Welcome to Chicago and the JFT Show!             

My name is Jack Thompson and I am The JFT Show Exhibit Hall Floor Manager assigned to help you during the show.  Should you need any assistance, or have any questions, please call me on my cell phone at (312) 286-1354.  I may also be contacted through any of The JFT Show staff, or by going to show office located just inside the main entrance of the exhibit hall.

Should you reach my voicemail, can you please include in your message:

·      Your name

·      Your company name

·      Your booth number

·      A contact phone number 

·      A brief summary of how I may assist you 

I will call you back as soon as possible.

Thanks,

Jack Thompson, Exhibit Hall Floor Manager 

(312) 286-1354

__________________________________________________________________________

 “We’ve got a Little Issue With Your Booth”          

Exhibiting Company                                                                                                                           

Booth #                                                         

Given to                                                                                                                                

Cell #                                                                                

Form left in Booth (no one present) at                                 a.m.                                p.m.

Floor Manager                                                                                                   

Cell #                                                                                

Dear Exhibitor:  Your participation in this years’ show is appreciated.  However, we must let you know, that per the show rules and regulations, there’s an issue with your booth that needs to be corrected.  

Specifically…

? Your exhibit display, sidewall, and/or product in the forward 5’ of your booth(s) exceeds the 4’ height rule

? Your exhibit display, signage, and/or product is intruding into the aisle

? Your end cap booth back wall extends too far on each side.   The back wall must be 10’ across max, and centered on the 20’ space. 

? Your exhibit personnel, robots, moving objects, mascots, etc., operating outside of your booth space (in aisles)

? Excessive height of your exhibit display and/or sign

? No floor covering, i.e., you need carpeting, rubber/vinyl squares, and or some type of floor covering in your booth (no bare concrete showing)

? Excessive Noise.  Loud noises, amplification, and machines must be modulated and adjusted so as not to offend neighbor(s) or visitors

? Unfinished portions of your display are visible.  Please drape off finish your display

Other                                                                                                                                                                                                                                                          

Comments                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   

We would appreciate your immediate correction of the condition(s) outlined above.  Please call the Floor Manager to indicate the corrections has/have been effected.   If corrections are not made immediately, Show Management reserves the right, at the exhibitor’s expense, to take action to correct the condition, including adjusting or removing displays not in compliance. 

__________________________________________________________________________

Important Move Out Notice – Please Read                 

Thank you for exhibiting at the JFT Show!  Please review this important document as it outlines the process for a smooth and productive move out for you and your exhibit properties.

SHOW CLOSING 

The Exhibit Hall closes today at Time. Exhibitors may not begin to dismantle any part of your booth prior to Time today.  Thank you in advance for your understanding and professional response regarding this request.

MOVE-OUT TIMES

·      Day/Date from Time – Time

·      Day/Date from Time – Time.  All Exhibitor material must be removed by TIME 

AISLE CARPET REMOVAL 

The process of rolling up the aisle carpets will begin today at Time.  Please help with this process by keeping your boxes and exhibit materials off of the aisle carpet and inside your booth lines until the carpet is rolled up. The process of rolling up the aisle carpet will move very quickly so please be patient.  

EMPTY CONTAINER RETURN 

Immediately after the aisle carpets are rolled up the process of returning empty crates and cartons will begin. Please wait in your booth for your empty containers to be returned to your booth space. DO NOT try to pull your own crates or containers or otherwise gather in the empty crate storage area.  The return of all empty crates and cartons will happen fairly quickly.  Again, please be patient. 

MOVE OUT PAPERWORK 

Any exhibitor shipping materials from the Convention Center must complete an official Bill of Lading. You can pick up a blank Bill of Lading form at the GSC exhibitor service desk (end of aisle XXX).  Each destination you are shipping to require a separate form.  

Turn in your completed and signed Bill of Lading form to the GSC Service Center AFTER your booth is completely packed up and labels are on each box.  Do not leave this form in your booth.  Once your Bill of Lading form is processed by GSCyou may leave the convention center.  

FREIGHT CARRIER CHECK IN

Please have all freight carriers check-in to the GSC marshaling yard no later than Time on Day/Date to ensure your materials are removed from the facility by the Exhibitor Move-Out deadline.  Carriers not checked in by this time will risk the possibility of their shipments going out on the house carrier.  

Visit the GSC Service Desk, located at the end of the XXX aisle, for any questions on how to move your exhibit materials out of the convention center.

Thank you for your continued support of The JFT Show!

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