The key is preparation. Most problems can be addressed using your creativity and common sense – but implementing those solutions can be tricky. Begin by laying a strong foundation for your team with advance preparation.
Advance preparation will make the difference between success and failure. By starting well before your trade show, you’ll be assured of smooth sailing, no matter what happens. There are three areas to concentrate on: People, Places, and Things.
People: You are only as good as your booth staff. The best display, graphics, and give-always won’t save your show if your staff isn’t up to snuff. Provide comprehensive training before the show. Cross train your staff so that one member can cover for another. This doesn’t mean your sales people need to be technical gurus or that your mechanical whiz-kids need to become top-notch sellers – but each should know enough about the other’s purview to pinch-hit.
Places: It’s not enough to merely know where the convention center is. Take a few minutes and do an internet search about your destination. Where is the closest medical facility? Airport? Copy shop? Shipping center? Having area knowledge will save you valuable time if you need to send staffers out of the venue for errands. You’re only at the show for a few days. Make your time there as productive as possible.
Designate a team leader before the show. This person will be the go-to person in case of any emergencies, and should have decision-making power. If an unforeseen event occurs, your team will know who they should turn to for direction.
Things: The biggest headaches often come from the simplest items. If your brochures have been sent to Hong Kong instead of Dallas, there’s not much you can do to remedy the situation, short of hopping a red eye and physically retrieving the wayward literature yourself. That’s not always practical.
