How can you effectively manage your trade show staff before, during, and after the event?

1 Define your goals and expectations

Before you select and train your trade show staff, you need to have a clear vision of what you want to achieve at the event. What are your specific and measurable objectives, such as generating leads, increasing sales, or building awareness? How will you track and evaluate your performance? What are the roles and responsibilities of each staff member, and how will they work together as a team? Communicate your goals and expectations to your staff well in advance, and make sure they understand and agree with them.

2 Choose the right staff and train them well

The quality of your trade show staff can make or break your event. You want to choose people who are knowledgeable, enthusiastic, professional, and customer-oriented. They should also be able to handle different situations, such as answering questions, demonstrating products, collecting feedback, or resolving issues. Depending on the size and scope of your event, you may need a mix of salespeople, marketers, technicians, or managers. Once you have selected your staff, you need to train them well on your products, services, messages, and booth design. You should also provide them with a detailed manual or guide that covers everything they need to know about the event, such as the schedule, the layout, the rules, the contacts, and the FAQs.

3 Motivate and support your staff during the event

Trade shows can be tiring and challenging for your staff, especially when they have to manage long hours, large crowds, or technical issues. To keep them motivated and engaged during the event, it's important to provide adequate support and incentives. Comfortable and functional uniforms, equipment, and supplies should be provided, as well as regular breaks, snacks, drinks, and meals. Additionally, offer feedback and recognition for their efforts and achievements. Rewards or bonuses for reaching certain targets or milestones can also be given. Finally, encourage them to have fun and network with other exhibitors and attendees.

4 Follow up and debrief your staff after the event

After the event is over, you need to follow up and debrief your staff to collect their feedback, insights, and suggestions. You should also thank them for their hard work and dedication, and celebrate your successes as a team. To do this, you can conduct a survey or meeting to gather opinions and experiences, review and analyze performance data and metrics, identify strengths and weaknesses, share results and learnings with staff and other stakeholders, and reward staff with gifts, certificates, or appreciation letters. In doing so, you can effectively manage your trade show staff before, during, and after the event to ensure a positive and profitable outcome for your company.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?