While it is obvious of great importance that your display booth is adequately manned at all times during the course of the trade show, you also need to ensure you bring along enough team members to undertake other activities.
Trade shows are places that buzz from the moment the exhibition doors open until they close again. There is a lot to take in and an awful lot can also be learned; and it can't all be done by standing at your display booth. Manning a display booth is very tiring, particularly for the feet. It really isn't acceptable to sit down as it gives passersby completely the wrong the impression. This means that you end up not getting to move around very much and hence tiredness sets in.
Work out a rota with your team, so everyone has the opportunity to do a little scouting around the trade show floor. It gives everyone a well deserved break, provides something else for them to do and means that they return to the booth refreshed and possible armed with some information they have obtained.
So what is scouting about? The trade show have many type of exhibitors and lot may well be in direct competition with the goods and services that your company provides. Having a walk around the various booths which may be in competition with you, or are at least similar, is a great way to get to know what's happening. You can ascertain whether your company is at the forefront in its designs etc. or whether it seems to be a little stale. Get your team to pick up brochures and leaflets; even get a few giveaways if they can manage it. You never know it may give you ideas for the future. There's nothing wrong with having a friendly chat with the staff at the booths. See how they set out their display compared to yours. Look at the where their booth is positioned. All these things make a great difference to the success of the trade show.
Next, check out booths that are complementary to the goods or services that your company provides; these are great sources for referrals. Referrals work so well because when a visitor approaches you at your booth that has been referred, that person is already warm, so to speak. Basically he or she has chosen to visit your booth on the recommendation from someone he or she already does business with. Setting up referrals on a reciprocal basis will increase visitor numbers, make your booth look busier which in turn makes other people want to stop by; basically it's a win win situation.
So, even though your team members aren't at your display booth some of the time, they are still working. Best of all, while they are working they are refreshing themselves, ready to meet the increasing number of visitors that an afternoon at a trade show inevitably brings. There is no doubt that scouting around at a trade show has plenty of benefits.
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Written by L. Reaves for Exhibit Deal - http://www.exhibitdeal.com/ - whose product may be trade show exhibit displays, but their byproduct is quality. Get your product to market in an exhibit display that says you mean business.
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