We’re
always telling you how important it is to invest in professional display
material at trade events. That’s because
we understand all too well how hard it can be to stand out and make the right
first impression in an endless sea of exhibitors.
Hopefully,
you’ve been taking our advice and your eye-catching displays are now the talk
of every event you attend! Now there’s
just one more question…are your team up to the job of promoting your company in
the same engaging way as your wonderful stand?
We hate
to ask. After all, no doubt your own
team are professionally trained promotions people who engage openly with everyone
they meet, generating lead after lead like the proverbial hot cakes.
If by
any chance they’re not, you could do
a lot worse than hiring dedicated promotional staff at your next event.
Our case for calling in the
professionals
Exhibition
visitors will judge your business by the quality of your stand, but also by the
quality of your staff (we know, it’s a harsh world out there).
The way
your staff interact with visitors is paramount: their approach has to reflect
the vibrance and personality of your brand completely. If your own in-house team have other
essential jobs that involve keeping actual business operations running smoothly,
it can be hard for them not to be distracted on event day.
However,
the decision to hire in professional promotions staff can still be a difficult
one. How do you know what kind of people
you should hire to best represent your company?
What attributes should you be looking for, and what skills should they
have?
Take a
look at our handy checklist, and never be let down by your stand staff again!
Check if they’re approachable
We know;
it’s an obvious one. Yet we’ve seen many
companies make the mistake of relying on attractive promotional staff to draw
in visitors, forgetting to check whether or not they can interact well with
people and make them feel comfortable.
So do check. Meet your potential staff before the event,
and note your own first impressions.
Familiarise them with your
brand – and your plans
Promotional
staff are professionals, but you’ll still have to tell them about your brand in
order for them to properly integrate with it.
Ensure they understand exactly what your company does, and how to answer
the most common questions you’re asked about it.
Make
sure you explain exactly what you’re looking for from your new staff, and that
they’re committed to working with you.
Plan a clear lead generation
strategy
Don’t
thrust a clipboard at your brand-new promotional staff and expect them to just
get on with it! Plan your ideal
approach, and make sure your staff know what details they should collect when
they engage with visitors.
Studies
show that companies who plan their lead generation strategies gain better data
and build stronger client relationships after the event, so this is a task that
is well worth doing regardless of who your event team are.
Make sure they have the right
skill set for your event needs
In the
world of professional promotions, one size doesn’t fit all! What is the objective of your attendance at
the show? If you’re informing visitors
about a new product or service, you’ll need your staff to present well. If you’re looking to collect contact details,
they will need excellent lead generation skills. Oh – and if you’re exhibiting abroad,
multilingual skills are a must.
If you
get the process and preparation right, hiring professional stand staff could be
what turns a vaguely interested prospect walking past your stand into an actual
client. Better still, you won’t have to
worry about staff sickness or office politics hampering the day!
Now
you’ve got the right staff, let’s get back to that display stand. Is it representing your brand at its
best? Whatever the event-related
question, our team will have the answer, so why not get in touch?
