Expecting the Unexpected Can Save Your Tradeshow
by Susan Friedmann
Published on this site: June 28th, 2005 - See
more articles from this month...
Catastrophes come from out of nowhere. Massive thunderstorms can
roll through a region without a moment's notice, knocking out power
and phone lines. An iffy meal at a local restaurant, and you have
a staff member flat on their back with food poisoning. Open up your
sales materials only to discover that you have all the wrong literature
- and that it's printed in a language you can't read! What do you
do?
The key is preparation. Most problems can be addressed using your
creativity and common sense - but implementing those solutions can
be tricky. Begin by laying a strong foundation for your team with
advance preparation.
Advance preparation will make the difference between success and
failure. By starting well before your trade show, you'll be assured
of smooth sailing, no matter what happens. There are three areas
to concentrate on: People, Places, and Things.
- People:
You are only as good as your booth staff. The best display, graphics,
and give-always won't save your show if your staff isn't up to
snuff. Provide comprehensive training before the show. Cross train
your staff so that one member can cover for another. This doesn't
mean your sales people need to be technical gurus or that your
mechanical whiz-kids need to become top-notch sellers - but each
should know enough about the other's purview to pinch-hit.
- Places:
It's not enough to merely know where the convention center is.
Take a few minutes and do an internet search about your destination.
Where is the closest medical facility? Airport? Copy shop? Shipping
center? Having area knowledge will save you valuable time if you
need to send staffers out of the venue for errands. You're only
at the show for a few days. Make your time there as productive
as possible.
Designate a team leader before the show. This person will be the
go-to person in case of any emergencies, and should have decision-making
power. If an unforeseen event occurs, your team will know who
they should turn to for direction.
- Things:
The biggest headaches often come from the simplest items. If your
brochures have been sent to Hong Kong instead of Dallas, there's
not much you can do to remedy the situation, short of hopping
a red eye and physically retrieving the wayward literature yourself.
That's not always practical.
Instead, depend on back-ups. For example: Having a CD-ROM back
up of all your literature is a simple, easy step. Most major cities
have print shops that will happily run off a few thousand brochures.
You'll pay a premium for rush service, but that's a small price
compared to the potential revenue loss.
Advance preparation is only the first step. Whether an emergency
response works well or not depends on how effectively your team
implements it. Use your pre-show meeting to establish how you want
your team to ACT during an unforeseen event.
- A: Assess
It's easy to panic and run after any solution when a problem first
occurs. You've made a substantial investment in time and money
to be at the trade show, and to see it run less than smoothly
can be terrifying. Remember to take a moment to stop, consider
every aspect of the problem, and make a list of your possible
solutions.
- C: Coordinate
Make sure that every member of your booth staff is aware of what
the situation is, what your planned solution is, and the roles
you expect each staff member to play. This avoids duplication
of effort when two or more employees have the same good idea.
It also ensures you'll have adequate exhibit coverage at all times.
This is where your training efforts pay off - when one or more
staff members can cover for the others and still create a flawless
show experience for the attendees.
Additionally, in the case of show-wide difficulties (power outages,
flooding, etc.) the convention center staff will be doing their
utmost to alleviate the situation. Designate one person to be
liaison with the convention center staff. This person will be
responsible for disseminating vital information to your booth
staff in a quick and efficient manner and to communicate the group's
needs to the convention center staff.
- T: Take action
After you've decided on the best solution, and informed
all booth staff, it is time to implement your plan. Pro-active,
calm teams will carry the day.
This process can happen very quickly, especially if your team is
prepared before the event. Make sure they know who is in charge
at any particularly moment, and what procedure they'll be expected
to follow in case of an emergency. Then you'll be ready for whatever
surprises Mother Nature - or the Sushi Bar - can throw your way.
Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, author:
"Meeting & Event Planning for Dummies," working with
companies to improve their meeting and event success through coaching,
consulting and training. For a free copy of ExhibitSmart Tips of
the Week, e-mail: [email protected];
website:
http://www.thetradeshowcoach.com
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