How to Prepare Your Team for a Trade Show
Introduction
Trade shows are pivotal events in many industries, offering unparalleled opportunities for networking, learning, and showcasing your company’s offerings. However, the key to making the most of these events lies in meticulous preparation. A well-prepared team not only represents your company effectively but also maximizes the potential for lead generation and partnership opportunities. Let’s explore a step-by-step guide to ensure your team is ready to shine at your next trade show.
Step-by-Step Preparation Guide
- Four Weeks Out: Start with a review of your booth setup, including layout and stations. This is also the time to finalize who from your company will attend. Dive into the event’s agenda to identify key sessions beneficial for your team, especially the sales members. Highlight networking and social events – these are often where the most valuable connections are made.
- Three Weeks Prior: Shift focus to your company’s participation specifics. Discuss your speaking roles, booth details, and the technology used by the event organizers, especially how your products like Captello’s event engagement tools play a role. Also, ensure all travel logistics are confirmed, from flights to hotels, and discuss transportation arrangements at the event.
- Two Weeks Before: Finalize what will be demonstrated at your booth. Ensure everyone has the necessary access, logins, and apps installed. It’s crucial to set aside time for sales reps for post-event lead follow-up. Acquaint the team with the event’s attendee app, highlighting features and information that could be beneficial.
- One Week to Go: This is goal-setting time. Clearly articulate the objectives for lead capture and team performance. Conduct training sessions on sales messaging and review all lead capture methods to be used at the event.
Tips for Effective Execution
- Keep Meetings Focused: Ensure each meeting leading up to the event is concise and purposeful. Avoid overwhelming the team with unnecessary information.
- Encourage Participation: Make sure every team member is engaged and understands their role at the event. Their enthusiasm and knowledge can be the difference in making a lasting impression.
At the Event
Meet two hours before the event starts for a final run-through. Set up all technology, guide the team on where they can find refreshments, and conduct a comprehensive booth tour. A team chant or motivational talk can be a great morale booster.
Post-Event Follow-Up
Within two business days after the event, gather your team for a debrief. The first 30 minutes should involve everyone, providing feedback and sharing experiences. Then, have non-sales staff report any leads they’ve captured before they leave. The remaining time should be for sales, marketing teams, and key executives to review and assign leads for follow-up.
Conclusion
Trade shows can be game-changers for businesses, but success hinges on preparation. By following a structured approach and ensuring your team is aligned with clear objectives, you can maximize the benefits of your participation. Remember, each trade show is a learning experience. Adapt and refine your strategy for each event, and watch your team’s performance soar.
Captello is a multifunctional event platform that provides: Universal Lead Capture, User Customizable Gamification, Marketing Automation, CRM, Lead Management, Sales Enablement, Leader Boards, Point Rewards & e-Gift Cards, Waypoints for Sessions & Scavenger Hunts, Player Profiles, and more with over 5,000 integrations for all common CRM and Marketing Automation platforms.
To see how Captello’s growing library of digital activations (games), universal lead capture, and reward-based solutions can help your company generate more leads at your trade shows, contact us today!
