Booth Staffing

HOW MANY BOOTH STAFFERS DO I NEED? WHO IS RESPONSIBLE FOR THEM?

Published on Feb 7, 2017 2:35:23 PM

 

RELAX, YOU WILL LOVE THIS.  WE HAVE DONE THE MATH FOR YOU

If the booth size is a given, which it normally is, then you will need one staffer for each 50 square feet of unoccupied space. Occupied by what, you are asking? By your display, product demonstrations and equipment.

 

HOW MANY BOOTH STAFFERS.jpg

BOOTH STAFFING Method #1


Take the total square feet of the booth: 10’x10’ = 100 sq., 10’x20’ = 200 sq., etc., then subtract the square footage occupied by your exhibit, pedestal tables and demonstrations.

The remainder should be divided by 50 to determine how many staffers.

EXAMPLE:

(10’x10’ = 100 sq.ft) – (8’x2’ for booth display & 3’x2’x2’ for two pedestal tables or 16 sq.ft. + 12 sq. = 28 sq.ft.)

(100 sq. – 28 sq.ft.) = 72 sq. / 50 = 1.2 staffers or 1 or 2 booth staffers; two would be preferable.

 

BOOTH STAFFING Method #2


Another way to look at staffing is to establish an objective for contacts or leads to be generated.

If the objective is 100 qualified leads, then work backwards. An aggressive staffer can contact 10-15 attendees an hour. If the show is open 6 hours per day – then 60 contacts per day are possible.

If the show is a three-day show then one staffer can contact 180 attendees. If you have 30% qualification rate, then one staffer can qualify 54 attendees during the course of the show.

With a goal of 100 qualified leads, then you need two staffers.

 

H_BRING FOCUS TO YOUR GAME

HERE IS HOW YOU OPTIMIZE EVERY EXCHANGE IN YOUR BOOTH

 

 

MODE OF OPERATION

TRADE SHOW MANAGERS — RELINQUISH YOUR AUTHORITY TO THE BOOTH CAPTAIN


A Booth Captain Leads Your Staff to Success

Selecting a staff that can execute your plan is just the first step. You must assign a “Booth Captain.” The Booth Captain and the Exhibit Manager are the not the same. The booth’s leader must have complete authority, as well as responsibility for on-the-floor execution.

Regardless of the staffers’ home organization, when working the show, they work for the “Booth Captain.” The leader must also be charged with training and organizing the staff into an integrated selling unit. This applies to small exhibitors as well.

Failure to assign a leader normally leads to a chaotic event.

 

Organizing the Team

The first function of a booth captain is to assure that the booth is scheduled properly to assure coverage at all times. Both for peak traffic time and slower periods.

The booth schedule should be designed to keep everyone UP, FRESH and ALERT. To do this, one should think in terms of 2-4 hour shifts. An exhibiting veteran is known to have said more than once, “Untired feet, make a happy face.”

Rotating staff is a critical job of the Booth Captain, even if there are only two or three personnel assigned to the booth.

 

Booth Captain Checklist


• Plan the booth team (names and schedule)

• Prepare of the team, organize cross-product / product training and marketing related issues – objectives, themes, messages

• Organize and conduct the pre-exhibition meeting

• Daily briefing and daily post-event review

• Supervise the collection leads and lead information

• Address staff and visitor needs, issues and questions

• Manage staff decorum – assure that staff stay focused on the show objectives

• Coordinate collection of competitive information and assure it is transmitted to the appropriate party

• Make notes of exhibit issues that need to be addressed and communicate to convention services

• Review expectations and evaluate if they were met

• Participate and represent at functions

• Look after VIPs

 

How have you had success in staffing your booth? Have you experienced any shortcomings with staffers? Let us know in the comments below.

 

 

About the Author

Marc Goldberg, CME, Partner and Founder of Marketech Inc., brings over 35 years of cross functional marketing and management experience to his trade show seminars, conferences and measurement activities. Marc conducts programs at Exhibitor Show, TSEA’s TS2, Exhibit Marketing Institute and the Event Measurement Conference. Marc received his CME certification in 1999, from TSEA.

Topics: Booth Staffing, Booth Staffers, Tradeshow Booth Staffing

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TO MAXIMIZE ON YOUR TRADE SHOW RESULTS HERE ARE 3 AVENUES THAT YOU NEED TO FOCUS ON

 

PRE-EVENT MARKETING

1. Commit to doing X posts per day/week on each of your social platforms


2. Amplify your updates via promoted posts, tweets, and updates to reach new, lookalike audiences.


3. Send a LinkedIn InMail to prospects you’d love to see at the conference and expo, to alert them to your attendance.


4. Upload any and all email lists to AdWords, Facebook, and LinkedIn, and create Custom Audience campaigns to serve display ads to just these people.


5. Participate in any discussion groups on LinkedIn that are relevant to your event.


6. Start following the show hashtag several weeks in advance to stay up to date on what’s trending.

 

Design_your_exhibit_to_market_for_youDRIVE POSITIVE ROI

 

MARKETING AT THE SHOW

 

1. Use Facebook live to capture and webcast the most exciting moments as they occur.


2. Use photos of attendees in your social updates. ID the people (with their permission) to encourage social sharing and interaction.


3. Utilize HootSuite or another social scheduler to post on your behalf when you are busy at the show.


4. Use the Twitter @ sign to engage directly with your sponsored speakers or other known social brand champions in attendance.


5. Engage in social listening to see what topics and events attendees are interested in.

 

6. Respond to other attendee questions, rather than just inviting people to come to your booth.

 

WINDSCAPE_PORTABLEDESIGNS FOR MULTIPLE TRADE SHOWS

 

POST-SHOW FOLLOW-UP

 

1. Go through any leads you gathered, and connect with those people on LinkedIn, follow them on Twitter, or like their business page on Facebook.


2. Follow up with your leads and connections via email.


3. Post an event summary on your blog, with photos of the show highlights.


4. Create and share a Twitter Moment of the event highlights.

 

5. Most importantly, nurture your social leads and build your network year-round, rather than being a fair-weather user.

 

6. Effective social media usage means being an active and engaged part of your social community!

 

7. Social media for commerce - Instagram announced that they are rolling out  in-app payments, meaning that you can buy from the photo directly, without having to leave Instagram to visit a website - a boon for mall business owners.