The Design Difference
Guest blogger Lisa Anna Palmer on “Tradeshow Trauma.”
Let me begin by saying that I love being a representative at trade shows and recruitment fairs. I enjoy meeting and interacting with people from all walks of life and from diverse backgrounds. I really appreciate the time they take to drop by to find out more about what companies have to offer in terms of services or as progressive employers.
That being said, I’ve been to countless recruitment events over the years and it is not always smooth sailing. I’ve had my fair share of tradeshow traumas over the years. Here are just some of the lessons learned that I would like to share with you:
Don’t get too excited if something goes wrong or something falls between the cracks. No matter how well you’ve planned everything, something is bound to happen at a tradeshow: a booth rep you were counting on may need to cancel at the last minute, or the person who helped you pack the materials forgot to include the brochure holders. Do try to check every detail before you leave the office (a checklist always helps), expect the unexpected, and be flexible and adaptable. Leave the perfectionist back at the office, and be ready to improvise or “wing-it” when something unexpected pops-up.
Related to No. 1: Don’t trust the items you ship will make it there intact. More than once I have had to “Mcgyver” bent roll-up banner supports, twisted frames, and scrunched-up give-aways. Do check equipment before you ship it, and also once it arrives at the event location. Bring extras if you can, and order re-enforced packaging for your key materials – it’s worth the small investment when you consider that your $1,500 roll-up banners could otherwise show-up in a twisted mess (just in case, it may be a good idea to pack a small tool kit in case you need to do some on-site repairs!)
Do not put all give-aways and company swag out at once. At some events, visitors expect that you will have “goodies” to give away, and may treat booths like it’s Halloween. Do put out a nice selection of brochures and pens closest to the concourse. Keep the more expensive items closer to the back of the display. This way you can hand them to visitors who are truly interested in your company and who make strong potential candidates. Keep a reserve of give-aways to be able to replenish the display throughout the day.
Do not show up without anything valuable to say. Visitors come to your booth to learn more about your company and not to talk about the weather or the current state of the economy (well, generally speaking). Do prepare key messages and a “30 second elevator speech” which provide a good overview of your company. Share these with the team you’ve assembled ahead of time.
Do not show-up looking haggard. For the time you are at the booth you are the face of your company so you need to look your best. Do get a good night’s rest and eat a good breakfast before the event, and bring the things you will need to freshen-up. We all know we should dress for success at these types of events. However, it is also a good idea to bring a small kit containing hand-sanitizer, breath mints, hair brush, hairspray, as well as a sewing kit and safety-pins (or duct tape!) to fix wardrobe and other malfunctions.
Don’t treat your booth like a diner. This is one of my biggest pet peeves – there is probably no bigger turn-off for visitors than seeing (smelling) a big plate of half-eaten nachos or scrambled eggs and ketchup displayed next to the company brochures and give-aways. Yuck! Do keep your booth tidy and food free. Make a booth schedule and take turns for lunch and for coffee breaks. Have your drink or food somewhere other than at the booth. The only exception is to keep a bottle of water hidden behind the roll-up banners.
Do not leave the booth unattended. Always have a representative at the booth. I went to one event where several other employers left their booth to attend a workshop. They left some brochures, swag, and candy at the kiosk – but the reps were nowhere to be seen. It felt sort of eerie, like a ghost town. Do have a schedule to ensure there is always a minimum of two reps at the booth so there is back-up for breaks.
Do not wear your favourite stilettos. I know it is tempting to wear your favourite heels or pointy lace-ups. If you give in to this urge, you will regret it for days. Do wear comfortable shoes and avoid getting what I refer to as “hamburger feet.” Shop well for your tradeshow shoes and go for both comfort and style – your feet will thank you for it!
Most of all, when it comes to tradeshows, Do not sweat the small stuff and Do enjoy meeting great people and have fun!
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Lisa Anna Palmer is Principal & Owner at Cattelan Palmer Consulting. Lisa helps organizations develop and achieve their HR vision and individuals put their best foot forward to current or prospective employers. Whether you are a leader within an organization seeking to maximize performance – or an individual planning a career change – her consulting style integrates empathy and practical business sense to identify your core needs and recommend solutions designed specifically for you. Lisa can be reached by e-mail at cattelan.palmer@gmail.com or at 613-590-9654.
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