The Pre-Show Briefing

Do pre-show briefings really matter? The Centre for Exhibition Industry Research reports a 68% increase in converting visitors to qualified leads when a company takes the time to train its staff. So, the answer to the question is yes.

If adding a bit of preparation produces such staggering results why doesn’t everyone do it? Here are some typical excuses:

I don’t have enough time.
My booth staff has been doing shows for years.
It’s difficult to get everyone together.
Many of our staff feel resentful about being at the show and a briefing is an added burden.

Does this sound familiar?

How much money did you spend last year on exhibiting? Now be honest. I am not just talking about the cost of renting space at a show but all the costs including the booth, shipping, literature, travel and so on. Add it all up and the number will surprise you. And now for the big question…. What was your return on that investment?

Imagine, whatever those results were, you could see a 68% improvement by adding a pre-show training session and all for the investment of as little as one hour.

Here are the ingredients you should consider including in your pre-show briefing:

• A description of the show, its amenities, layout, timing etc.
• The details of your quantified exhibiting objectives.
• The overview of your booth including new features, troubleshooting, location of supplies, etc.
• The booth staff schedule
• Features of your exhibit including demonstrations, draws, give away items, handling of literature, lead retrieval technology etc.
• Information about new products and services.
• A review of the expected attendees with particular reference to key decision makers.
• Special features of the show such as seminars, keynote addresses, press conferences, hospitality etc.
• Extra curricular activities like staff dinners, hotel arrangements and ground transportation. The skills needed to work the show professionally.

This last item is the one often left to chance.

Successful boothers understand that their skills must be honed to this unique environment where time is a scarce commodity. Booth skills follow the same principles as sales skills with one obstacle - time. In order to control their time at a show, boothers must understand that it all starts with their ability to control the outcome of every interaction.

These are the four steps to accomplishing this: approaching visitors, qualifying, presenting and disengaging. Your pre-show training should focus on mastering this four-step process. And don’t forget to talk about follow-up. Studies have shown that nearly 80% of all leads generated at shows are mishandled. With your follow-up plan in place you can be assured that each show lead is treated in an appropriate manner.

This may sound like a lot to pack into a one hour presentation so be selective. Some of these points can be covered in pre-show memo’s. Some of this information can be made available during regular staff meetings prior to the show. The choice is yours but booth staff in a strange venue, city and situation need as much help as possible.

Want to see a higher return on your show investment? The cost of adding a pre-show briefing is minuscule compared with the benefits you should see.

For your next show make sure this small step is included in your show plans.