When it comes to trade exhibitions or industry events, you’re probably familiar with the amount of time, planning, and hard work that goes into developing a company stand. But how can you ensure that all that effort and expense is worthwhile?
Even some of the best stands can end up being a disappointing waste of resources. The reason being that while everyone is focused on creating the perfect stand from an aesthetic or functional perspective, too often the crucial task of stand management on the day is overlooked.
Your stand represents your brand
Just as with the stand itself, the people managing it at any given event should both represent and reflect your brand values.
You could have the most unique and impressive stand, but if the people look out of place or cannot add value, you will struggle to keep anyone from moving on to other stands. This could obviously be detrimental both for your success at that individual event, and for people’s long-term perception of your brand.
Here are two simple ways to ensure that you do not suffer from this all too common issue:
- Carefully select the people who present at your stand
- Rotate your staff and their roles
Selecting the right people
The people you choose to act as ambassadors for both your stand and brand should personify your company culture and brand values, have an extensive knowledge of your brand to fuel discussions and accurately answer any questions presented, and be confident with meeting new people and engaging in relationship-building conversations.
Rotating their roles
Effective stand management is not just about personnel; managing your staff also plays a pivotal role. It’s all very well selecting the perfect candidates to man your stand, but failing to rotate their duties will eventually exhaust their skills.
Manning a stand can be mentally and physically tiring. The hard floor and standing for hours without a break can be a back killer, while the constant pressure of engaging with potential leads and networking can start to take its toll.
The key is to keep your staff fresh and make sure you have a stand project leader who actively rotates their roles and manages their breaks.
Manage your space effectively
Remember, you’re at an event with hundreds, if not thousands, of eyes on you – try not to overpopulate your stand with staff as it can appear slightly intimidating to attendees. Conversely, your stand should also not look sterile. Instead, you want to strike a balance between the two and create an inviting atmosphere that attracts event-goers and sparks organic conversations.
So, when preparing for your next event, remember there is more to a successful stand than meets the eye – personnel, management, and placement of your staff all play a pivotal role.