Effective Post-Pandemic Booth Staff Engagement
As I’m partnering with Event Marketing Managers to get their staff ready and create presentations for our triumphant return to live events, we’re sharing both relief to be back as well as a bit of trepidation about lower attendance and lead count. Luckily, event managers who have already returned to the show floor report that, although attendance is down, the attendees they are dealing with are much more motivated and better positioned to make buying decisions. That means that now, more than ever, it’s critical to have your booth staff focus on good engagement techniques, so every possible lead is captured.
Every engagement starts with first contact: that critical first moment of connection with your attendee as they walk near your booth. We’ve all heard the same opening lines again and again as we’ve strolled down expo aisles in the past- its time for your booth staff to step it up!
The very best first contact moments come from authenticity…
…and that means asking your staff to take a bit of a risk by really showing themselves. Here are my ‘3 P’s’ to help your staff nail those critical first contact moments:
Make it Personal
Make the possible prospect feel important by noticing something about them. If you feel comfortable, use their name from their name badge, or try positively commenting on some interesting trade show swag they’ve picked up.
Make it Present
Comment on something that both of you are experiencing in the moment, rather than a repeated phase. For example: Can you comment on the expo hall temperature? Is it crowded? Is it close to lunchtime? Commenting on a mutual shared experience will break through the expo aisle monotony and grab your potential prospect’s attention.
Make it Playful
Here’s where you can mix in some of your own personality to make your booth stand out from the rest. Jokes don’t work for everybody, and your point of view must align with your company branding, but adding in some of your unique personality can offer a welcome respite from the normal trade show onslaught for your potential prospect.
I hope you and your booth staff can utilize these tips to better engage with your valuable prospects at your next trade show. Don’t hesitate to reach out if I can help supercharge your booth lead count with booth presentations or staff training. We’re back baby!