Trade Show Scheduling

Handling Unruly People at Trade Shows

Trade shows generally have security guards on the payroll. That way undesirable people can’t get in, the expensive trade show booths are protected, and safety is assured. Except for the fact that most security guards at trade shows stay around the perimeters, watching from a distance. That doesn’t do you much good if you have trouble in your booth when a perimeter security guard isn’t looking. What do you do when someone gets out of control at a trade show?

First, stay calm. Focus on trying to diffuse the situation in a calm, safe, rational way. If the person you are dealing with is simply upset about something that has happened, try to get a trade show or venue employee over to handle the situation and address the person’s complaint. If all else fails, call security and have them handle it. All in all, if you or one of your staff members has done something to invoke the ire of a trade show attendee, you should try to handle it if the person is sane and rational, yet very upset. You shouldn’t involve security when you or one of your people has made a mistake and someone is reacting in a way that can be construed as normal.

When someone files off the handle, on the other end of the spectrum, and you fear for your safety, the safety of your staff, and the safety of the people around you, it is important that you call security over right away. If you can’t get security to come in time, you’d best call the police to assist. Trade shows are not different from other public venues in that you only have but so much control, and when help is needed it is up to you to ask for it.

Hiring Your Trade Show Staff

Many companies will outsource their trade show work not only in that they will have a company build their trade show booth, but they will also hire people to work their booth for them. This is usually either because the company is understaffed and too busy, or if the trade show is a high-profile event and the principals of the company are uncomfortable working with the public.
Some trade shows are high-profile in a different way – there are lots of trade show situations where a certain type of talent is appreciated and respected—in the form of physical beauty. Many companies will hire a model or two to work their exhibit, thinking that the pretty faces and skimpy clothes will draw in potential customers..

Other times, companies will hire a keynote speaker or representative from within the industry to represent them. This lends credibility to the company that hired this individual, and it makes the company look like a player in their field. A company must be careful, however, when hiring outside staff to work their trade show.

Anyone who is working the trade show on behalf of your company ought to at least be familiar with the basics. What your company does, who the main players are, and what incentives or offers are available to trade show attendees are some things that everyone working the booth should know.

Additionally, you should take care not to misrepresent your company to potential clients. Make your message clear, and make sure that your trade show graphics, booth, and staff are in line with your corporate identity, brand, and mission.

Using Video at Trade Shows

More and more companies are catching their trade show experience on video – either to use in web advertising, on their blogs, or in their sales materials. There are some technical things to think about if you want to employ this trade show strategy, but there are also so many applications for this plan that you may not even realize it.
Before you get to the trade show, make sure your booth will be equipped with the proper power cords, power strips, and tripods – anything you might need to make sure the footage you shoot is as professional-looking as possible.

Once you are there, set your video camera up in a convenient location where it is easy to turn on at a moment’s notice. A good plan is to have a staff member walk the show with one camera, while you keep another camera in the booth. If you plan to put together a promotional video or ad, the footage from the show itself will come in handy to show the scope of the event. You don’t want that time, however to make you miss an opportunity to get valuable footage of what goes on in your booth.

If you’re demonstrating products in your booth, get a mid-day, polished demonstration on camera. This will come in handy on your website, on YouTube, or if you happen to sell a product that would benefit from a how-to video.

You can also use the video camera to record testimonials of your existing customers who visit your booth. Think about it. They are surrounded by your signage and logo, your corporate colors, and your people, and they are saying great things about your company. It doesn’t get any better than that!

You can also take advantage of having a video camera in your booth to get footage of a visiting celebrity or leader of industry. If you know someone like this will be making the rounds at the trade show, prepare a few questions in case you get the chance to interview them.

Your marketing department will thank you if you return from a trade show with some footage they can work with to further promote your brand and to attract more online prospects. Never underestimate the power of YouTube.