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Trade shows are an exhilarating rush as the doors open and attendees scurry around the exhibit floor, but as the day goes on it quickly turns into drudgery for inexperienced exhibitors. Being properly prepared to work the trade show booth will keep the trade show experience fun and help you stay attentive in your booth. Exhibitors must have mental and physical stamina to survive a busy trade show booth. Consider the physical stress of standing for long periods of time in one location. This is not typical day for a sales team — long hours of dealing with people, the trade show environment, and the change in daily actives slowly drains trade show staff. Here are some survival tips for working a trade show booth which will make the entire trades show experience more enjoyable and successful.
Shoes – Avoid wearing new shoes to a trade show. Sore feet are a major problem in a trade show booth. Improper shoes will lead to leg and back fatigue which transfer forms a happy sales team into an irritable sales team. This is not the image to project to potential customers. If you need new shoes: Purchase a good pair of shoes that have solid arch support and are comfortable. Shoes should be purchased weeks in advance and broken in prior to attending the trade show.
Clothing – Select sensible and comfortable clothing that you have worn previously. New clothes can be scratchy or make you feel uncomfortable. Dress in layers if possible. Typically the trade show floor is cool in the morning and by late afternoon excessively warm. Dressing in layers will make it easy to control your body temperature while allowing you to keep a fresh look in the trade show booth.
Low Energy – Most employees take a lunch break, but a trade show booth requires staffing the entire day. Arrange for lunch breaks — leave the booth and get food. The break, along with the food, will revitalize your mind and body giving you with the extra energy to finish the day off strong. Avoid bring food to your booth; most trade show managers have a no eating in booth clause. This is typical outlined in your registration contract/rules.
Bring Water- Make sure you bring water to keep yourself hydrated. Convention facilities are not like a house, they do not have a humidifier to help keep the air clean and moist. The dry air along with continuous explaining your company’s products and services can weaken your voice.
Partying the Night Before – If you are visiting a city like Las Vegas it is very tempting to stay out all night and party. What you do the night before will come back and haunt you the very next day. Plan your event prior to the trade show. Eliminating impromptu partying will minimize hangovers and prepare you both mentally and physically for the next day.
Booth Survival Kit – Aspirin, Eye Drops, Band-Aids and Tums can keep the staff functioning at 100%. Trade show lights, noise and physical stress can cause headaches. Many people complain of eye irritation from the dust in the air, carpeting fibers and allergies. Eye drops can refresh and soothe weary eyes and give the added relief to both contact and no-contact wears. It never fails somebody will require a Band-Aid or safety pin so it’s best to have them on hand. Choose your favorite anti-acid because trade show cafeterias are not fine dining cuisine.
Take a Break – Breaks are leaving the booth to visit other vendors. The change in scenery along with movement will increase blood flow to the body and bring the energy level up.
Breathe Mints – Hours of talking, drinking water, and trade show food can cause halitosis. Bring enough for the entire sales team. The minty flavor along with the sugar will boost your energy level.
Boredom/Slowdowns – Every trade show traffic pattern has peaks and valleys. When booth traffic slows, networking with other exhibitors should become a priority. At this time other vendors are looking to do something and are vulnerable to a sales pitch. Be respectful and listen to their pitch as intensively as they listen to yours.