STAFFING RISKS Human factor standists Selection

STAFFING RISKS

Human factor – standists Selection Trainingprovide Motivation with necessary information systems – efficient incentives Rewards Monitoring system

Mustn’t be at the booth: Top management Chief Etc engineers

Can be: Efficient middle- and lower-level employees selected according to certain criteria

How many staff do you need?

Number of standists: Two at the stand with the length of two metres, one more for every extra three meters and one more for every 12 sq m of total floor space. Also: one standist for every open side of the booth and/or for every counter plus one reserved

Schedule One team for all days is not enough. The standists should work shifts. You can work up a schedule. Research shows that people work efficiently 4 -6 hours maximum. We get tired very easily – both physically and mentally.

In the booth 30 seconds rule

Training Various studies conducted by CEIR, the International Association of Exhibitions and Events, and EXHIBITOR magazine uncovered the following statistics that underscore the importance of pre-show training.

Conduct findings 52% of exhibit managers who conducted pre-show training reported lead increases of 20% or more. An additional 43% of respondents who implemented staff-training sessions saw leads increase by 10 -20%.

Findings 68% of exhibit managers claim that a properly trained booth staff converts a higher percentage of booth visitors into qualified leads. 74% of exhibit managers believe that staff training is an important factor in assuring ROI at trade shows and events.

… findings 94% of trade show attendees look for and appreciate booth staffers who are knowledgeable about the products displayed in their exhibits.

… findings 75% of booth staffers reported that they respond more favorably to professional trainers from outside their companies than to internal company representatives conducting training sessions. 73% of exhibit managers report their companies have no plans to invest in training efforts despite the potential benefits of pre-show training. 31% of exhibitors provide no form of pre-show training or preparation for their staffers whatsoever.

Make sure all your staff members use the Tradeshow Sales process effectively The tradeshow selling process is carried out in a maximum of six minutes. The key stages are:

1. Engage & Greet – (30 seconds) Take Control by asking open ended questions Skip the small talk and dive into questions that will quickly establish why the visitor is at the show, the role the visitor has at his or her company, and whether your products might be of assistance.

2. Qualify – (90 Seconds) - Ask Questions specific to the visitors situation - Ask questions specific to your products/services - Ask qualifying questions Qualified or Timewaster

Booth staff should be able to tailor the pitch to the four kinds of customers who typically walk the aisles: the manager with a cost-benefit perspective, the product user, the tech enthusiast, and the generalist who may refer your company to others in the organization.

3. If Timewaster – Dismiss (15 seconds) - Shake hands and thank them for coming by the booth - Make eye contact - Thank them for stopping by

4. If Qualified – Demonstrate the product (2 -4 minutes) Demonstrate the key aspects of your product/service based on their requirements and interests – not just tell how great the product is

5. After Demonstrating – Close (90 seconds) Fill out a lead form; Make appointment to see them; Take business card etc.

If the staff keep this discipline each person at your booth can effectively generate an average 5 -6 leads per hour which means that during an 8 hour show day they can generate between 40 – 48 qualified leads and times that by 5 people and you have over 200 potential sales leads.

Body language - positive - Make sure to make eye contact with visitors - Smile and be enthusiastic (even though you got to bed at 4 am after the show party) - Have open body language at the booth – i. e. no crossed arms or crossed legs but with a pleasant look and ready and willing to talk to people. - Don’t give any reason for visitors not to make contact with you - Be a good listener – Don’t interrupt; show interest in what the visitor has to say and ask questions. Interact!

Giveaways

Don’ts Eat in the booth Drink in the booth Talk too much amongst yourselves whilst visitors pass by Read in the booth Use your phone in the booth Work on your laptop uninterested in passers by

Don’ts Leave the booth unattended at anytime during the show hours Use metaphors; sports analogies, slanguage and regional expressions. (Tradeshows attract a lot of international visitors so be clear; use plain English and be respectful) Wear uncomfortable shoes! Stand there and wait for people to come to you!

General list of hazards Any slipping, tripping or falling hazards; Hazards relating to fire risks or fire evacuation procedures; Any chemicals or other substances hazardous to health e. g. dust or fumes; Moving parts of machinery; Any vehicles on site; Electrical safety e. g. use of any portable electrical appliances; Manual handling activities; High noise levels; Poor lighting, heating or ventilation; Any possible risk from specific demonstrations or activities; Crowd intensity and pinch points.

Rave location via text messaging

Building demolition turned into an event by local authorities

The Le Race conviction

Smart badges and tickets: benefit or concern?

2002 Salt Lake City Winter Olympics Scandal

Bradford football stadium fire

Night club disaster

India consumer fair inferno

Grandstand disaster narrowly averted

Hepatitis on the trade show floor

Dangerous tent handling practices result in tragedy

Hurricane causes cruise conference havoc

Lighting balloon sails away

Traveling product demonstrations

Mag and Bag

Disasters, terrorism, and event incidents 1996: Atlanta Olympics bombing 1999: Texas A&M bonfire collapse; Troitsa Festival disaster in Belarus

Disasters, terrorism, and event incidents 2000: Puerto Rico Day parade in New York City; Pearl Jam concert at Roskilde Festival; dance hall fire in Luoyang, China; Sгo Januбrio soccer stadium crush (Brazil) 2001: Wedding hall collapse in Jerusalem; Ellis Park soccer stadium disaster (South Africa); Taliban terrorist bombing at concert in Bangladesh; September 11 th attacks on the World Trade Center and the Pentagon

Disasters, terrorism, and event incidents 2002: Bali nightclub bombing; Moscow theater siege; Ukraine air show disaster 2003: Hurricane Isabel; SARS, mad cow disease, avian flu; Rhode Island nightclub fire; northeast U. S. power grid blackout; Jakarta Marriott hotel bombing 2004: Four Florida hurricanes; train bombing in Spain; Indian Ocean earthquake and tsunami 2005: London Underground bombing; hurricanes Katrina and Rita; Christmas party crowd crush in Slovenia; Bangladesh Hindu festival stampede 2006: Hajj pilgrim disaster at Jamarat Bridge; Philippine stadium stampede for game show tickets; fire at consumer products fair in Meerut, India