- Get a fresh set of eyes
Have someone who is in no way related to the trade show industry or your company look at your exhibit. What do they notice first? What impression do they get of your company? What emotions do your graphics evoke? Record their impressions and compare how they measure up to your marketing objectives.
Many times we have looked at our own exhibits so many times that we don’t ‘see’ them anymore. This fresh set of eyes will be viewing your booth the same way the attendees do – with no foreknowledge or preconcieved notions of how the exhibit is ‘supposed’ to look.
- Change up your teams
Just because Fred, Ethel, Murray and Zane have ALWAYS been your trade show team does not mean they always have to be. Take a careful look at your staff. Who is personable and professional, with excellent product knowledge, strong sales skills, and enthusiasm? Send that person to the trade show. Sending one new person to a show can create a new dynamic, sending a whole new team guarantees you’ll get anything but a routine performance.
No matter who you send, make sure that all staff members are trained. Old-hands need to refresh their skills and rookies need to acquire them!
- Call in wardrobe
Something as simple as changing clothes can totally alter a booth staff’s performance. If they’ve been wearing business attire, consider switching to a more casual yet coordinated look. Have the booth staff break out the suits and ties. You’ll be amazed how differently they carry themselves and interact with attendees.
Uniforms and logo clothing are particularly appropriate for some industries. For example, shippers world wide know UPS by their distinctive brown attire. If this is the case with your company, make sure that the uniform shows up at the trade show. In addition to your booth staff, make sure the uniform makes an appearance in graphics and literature to reinforce the image association in attendee’s minds.
