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Your trade show display is only as effective as the people you have staffing it. There are many different options for staffing trade show exhibits, and all of them have particular benefits and drawbacks. Who you decide to hire will ultimately be determined by finances, but considering these points will ensure your hiring dollars are as well spent as possible.
Staffing Needs For Trade Show Exhibits
The key to being a good staff member is a combination of knowledge about the items being showcased and the enthusiasm and outgoing nature that will draw in visitors. The most knowledgeable employee is useless if he cannot communicate that knowledge effectively. Like a bad college professor, he can speak for a long time and put your visitors to sleep - not the result that you're looking for!
Instead, choose your staff for their enthusiasm first. People who are truly enthusiastic will easily learn the facts about the products simply because they are interested. Even better, you may be able to find interested and animated people on your team who already know everything about the product.
Cater To The Expected Crowd
Like the design of a booth, the type of staff chosen should also depend upon the audience that you are expecting. If you are presenting at a conference that is equal parts academic and commercial, then it might be wise to send some of your company's brightest developers, even if they are lacking the generally desirable trait of enthusiasm.
Remember that a company representative working on development may not be able to explain the product well to an inexperienced or non-trade crowd. If you expect to encounter only other trade-experienced visitors, then someone who speaks your trade language is ideal. But if the concept needs to be explained to non-trade visitors, you'll need people who understand the concept and can translate it.
Hire Trade Show Display Staff Or Recruit From Within Your Company?
Ultimately, you will be able to find a good staff for your trade show exhibits whether you choose them from within your company or not. The decision should rest on the number of people within your company, their comfort with public speaking and crowds, and the technicality of what will be presented. If your product is something that doesn't require a lot of knowledge to explain, than a professional trade show display presenter is always the best choice. If the product is complex, then outgoing employees may be your best alternative.
The Possibility Of Combining Professionals And Your Own Staff
One of the newest trends in trade show display staffing is to combine your own employees with hired professionals. The main advantage of professionals is that they know how to draw new leads to trade show exhibits and therefore will be a better choice for drawing pure volume into your booth. However, in terms of actually describing products and making a sale, your own employees will certainly be more knowledgeable. Many exhibits are taking advantage of this difference to create a division of labor between the two workforces. The company's employees stay more in the center of the trade show display, while the hired staffers will work along the outside to bring new people into the exhibit.
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