Booth Boosters Edition #3: Building a Dream Team

Charlotte Hern

The Importance of Involving Everyone in Your Trade Show Strategy

A trade show’s success is rarely the result of just one person’s efforts. While the exhibition manager plays a critical role, the event’s outcome depends on the seamless collaboration of multiple departments. From sales to marketing to technical support, each team has a unique contribution that can maximize impact. By fostering a collaborative approach, companies can ensure that their trade show presence is not just an isolated event but a strategic business opportunity.

Cross-Departmental Involvement

Sales Team: Leveraging the Trade Show for Long-Term Success

The sales team should view a trade show as more than just an opportunity to collect business cards. Instead, they need to integrate it into their broader sales strategy. Key actions include:

With a well-coordinated strategy, every trade show can become a powerful growth opportunity!

Pre-show preparation: Researching attendees, scheduling meetings, and setting goals for new leads.
During the event: Engaging prospects with meaningful conversations, demonstrating products, and taking notes for personalized follow-ups.
Post-show follow-ups: Having a well-defined plan for nurturing leads, ensuring timely communication, and measuring success through conversions.

Marketing Team: Crafting a Cohesive Brand Experience

Marketing plays a crucial role in ensuring the company’s message is clear, compelling, and consistent. Their responsibilities include:

Pre-show promotion: Utilizing social media, email campaigns, and industry partnerships to generate buzz.
On-site branding: Designing eye-catching booth displays, promotional materials, and digital content that align with company branding.
Post-show engagement: Leveraging content marketing and social media to maintain connections with attendees and reinforce key messages.
Don’t forget email signatures: Include a section in an email signature letting people know what exhibition you’ll next be attending.

Technical Staff: Supporting Product Demonstrations with Expertise

Often overlooked, technical staff can be invaluable in providing in-depth product knowledge. However, they may feel out of place at a marketing-heavy event. To prepare them:

Provide basic sales training to help them confidently engage with attendees.
Offer clear guidelines on how to simplify technical jargon for a general audience.
Encourage participation in live demonstrations to showcase their expertise and answer detailed questions.

Reception and Front of House Staff: Amplifying Awareness and Engagement

Even those who are front of house, like receptionists, who may not attend the event, can play a role in its success. Their contributions might include:

Promoting the event by mentioning it to clients and visitors.
Managing RSVP lists for special sessions or meetings at the trade show.
Coordinating internal communications to ensure employees are informed and excited about the event.

Creating a Unified Vision

To make the most of a trade show, every team member must understand the event’s goals and their specific role in achieving them. Strategies to align teams include:

Scheduling cross-departmental meetings well in advance.
Defining clear responsibilities for each participant.
Ensuring consistent messaging across all touchpoints, from pre-show marketing to on-site engagement and post-show follow-ups.

A successful trade show isn’t just the responsibility of the exhibition team—it’s a company-wide effort. By involving all relevant departments, businesses can maximize their impact, generate more qualified leads, and create a seamless brand experience. A great resource for those who wish to look into this more can be found here from Industry leaders exhibitor online magazine. https://www.exhibitoronline.com/topics/article.asp?ID=1520