Even an amazing display and to-die-for swag won’t cut it if your trade show etiquette is lacking.
A magnificent custom exhibit and prominently located booth space are important, but trade show success will be out of reach if you don’t have friendly, knowledgeable staff to engage with visitors. As the face of your brand, the folks manning your exhibit need to have a welcoming presence and be armed with the information attendees are seeking.
Here are eight indispensable rules of trade show etiquette that will ensure your company’s event success.
1. Who’s attending?
Most trade shows provide exhibitors with a prospectus that includes detailed attendee demographics, so use this information to your advantage. Discover who the attendees will be and what industries they will be representing to help you craft messaging that will resonate with them. You can also use this intel to create talking points for your booth staffers. Knowing as much as you can upfront about the attendees will allow the conversation to flow more freely, which will ultimately generate more high-quality leads.
2. Be warm and welcoming.
Hospitality matters. Make sure your booth staff is putting their best foot forward at all times. Here are some basic pointers to make your exhibit inviting and appealing for every visitor:
- Practice warm greetings and conversational techniques.
- Face the walkways and be ready to engage with attendees as they approach your booth.
- Greet everyone with a smile.
- Make eye contact.
- Be enthusiastic, confident, and polite.
- Always try to be helpful.
- Thank every visitor for stopping by.
3. Dress appropriately.
Your booth staff members should be dressed in accordance with the standard attire of the event and your industry. If you are unsure, reach out to peers in your network who have attended the same trade show or check out photos from previous years on the show’s website or social media. Trade shows are long and often require booth staffers to be on their feet for many hours, so always opt for comfortable, well-fitting clothing and shoes.
4. Watch your body language.
Body language is extremely important for trade show staff because the wrong gestures can repel visitors from your booth rather than welcome them. Keep in mind that movements, expressions, and gestures speak volumes, sometimes even more than words. Avoid crossed arms, yawning, and other motions that can indicate boredom or disinterest. When engaging with attendees, stand up straight, smile, and assume an approachable position.
5. Discourage the couch potato mentality.
Many exhibitors furnish their booths with tables and chairs so they can have conversations with attendees who express interest in their products and/or services. If you have a seating area in your display, staff members should understand that they aren’t to use this space for lounging or scrolling on their phones. Seated booth staffers are a turnoff to potential visitors so advise everyone to stand when they are manning the exhibit.
6. Avoid being overly assertive.
While you want to engage with as many attendees as possible and get plenty of leads, there’s a fine line between being friendly and annoying. Attendees are on a mission at a trade show: they want to see as much as possible between their educational sessions. They usually know which vendors they are most interested in visiting. Invite people into your exhibit but don’t be insistent.
7. Unclutter your space.
Keep your booth organized at all times. This includes throwing out any trash immediately and keeping the space free of clutter. Literature racks and giveaways should always be stocked and visible. Keep supplies and staff personal items in podium cabinets or stowed behind the booth backdrop.
8. Be positive and have fun!
People tend to be drawn to those who give off positive vibes. Smiling is a great way to bring on an upbeat atmosphere. Make sure everyone manning the booth has a pleasant expression, especially during peak hours. And don’t allow any challenging moments to feel-good energy. If you have a less-than-positive experience, brush it off and don’t let it affect the rest of the day.
Proper trade show etiquette can greatly enhance your company’s event experience and your results. From portable displays to modular exhibits and educational resources, Adler Display is your source for trade show success. Please contact our helpful team to learn more about our innovative exhibit solutions.
About Adler Display: For over 85 years, Adler Display has been one of the best-kept secrets behind so many businesses looking their best. Designing and producing a wide variety of high-quality recognition displays, trade show displays, signage and exhibits, lobby and corporate interiors, and historical timelines, Adler’s expert team includes consultants, designers, project managers, and fabricators. Working from a 17,000-square-foot facility in Baltimore that includes a precision woodworking shop, Adler Display handles all printing, construction, and finishing on site. Learn how to achieve your imaging goals and make your business look amazing at: www.AdlerDisplay.com.