Contents introduction chapter. I. Booth etiquette

CHAPTER . II. Trade Show Booth Etiquette :

2.1Ten Types of Booth Staff Etiquette to Ensure Success.

Trade show staff is usually responsible for booth setup or at least putting the final touches on a larger, constructed booth, and they should arrive early enough to make sure that all materials are properly displayed and ready for show attendees as soon as the exhibits open.

Managers should staff the booth adequately to permit attendees easy access to staff and to consider needs for lunch and other breaks without overwhelming the booth space with company employees.It is also extremely important to highlight the show hours and to make sure that company representation remains in the booth through the completion of the scheduled hours.

It is amazing the number of booths where staff will disappear 15, 30, even 45 minutes before the end of a show missing the opportunity to interact with prospects and giving off an unprofessional image.Attire is something that differs from organization to organization.

Some companies require corporate or business casual apparel (e.g., polo shirts, sports coats, dress shirts, etc.) while others provide staff with branded apparel or a uniform. Even others simply give employees some direction on personal attire with colors and appropriate clothing styles. Professional and uniform attire helps to reinforce trade show booth themes, and should also be perceived as respectful of the organizers and attendees of the show itself.

Event managers typically direct trade show booth staff to store the unattractive boxes and supplies in hidden spots such as behind a trade show wall, under a fully skirted table, or in a location outside the exhibit area where additional supplies are stored. It is important that the booth space appears well maintained at all times (including the floor) and trash should not be anywhere within view.

Trade show etiquette calls for booth staff to be mindful of this rule throughout the entire day.Appropriate business etiquette is expected of all professionals, especially at corporate events. Few individuals are trained in the art of good manners, particularly for work-related settings. As a result, most people learn meeting etiquette and how to conduct themselves at business events on the job. Behavior that might not be an issue outside of the corporate world could affect professional relationships and even damage careers.

A corporate event may be a more relaxed setting, but it is still grounded in the ethics and principles of the business environment. Not everyone is completely at ease with the idea they may be judged by whether they exhibit proper business etiquette when dealing with corporate hosts, colleagues, and other guests.

Keep in mind, though, that the purpose of etiquette is to create an environment that allows everyone to feel comfortable and professional at the same time.

Hosts and guests err on the side of conservative sensibility: dress well and in good taste (everything should always be pressed). That said, most event invitations will provide direction:Business attire (suits and dresses) Black-tie or black-tie-optional (more formal evening wear that includes full-length gowns, very dressy pantsuits, or sophisticated cocktail dresses)Business casual (trousers or khakis with long-sleeve shirts, blouses with blazers, slacks, or knee-length skirts) Jackets and ties required (as instructed, can include pantsuits and cocktail dresses) Some events and venues may advise other casual wear, such as golf, tennis, horse racing, resorts, and so on.

Organizers are usually specific about attire requirements. Make sure your attire is clean and free of lint.Always shake hands upon arrival and departure.

This is an easy rule that few people violate. Greet everyone with a sincere handshake and direct eye contact. However, when approaching a group of individuals, guests should always shake the hand of the host first.Of course, in some scenarios, handshake greetings aren’t possible, such as when both hands are full. In those situations, either party may nod or use another gesture to convey the greeting.

Most people find themselves at some point introducing various individuals at an event, especially when they are expected to know all the parties. But what’s the order of introductions? Simply remember two rules:Introduce lower-ranking individuals to higher-ranking individuals. Remember to include titles (e.g., Dr., Judge, etc.) or a name prefix.It’s important to have strong listening and conversation skills in group situations.

This means not interrupting, maintaining open body language (stand or sit up straight, don’t cross your arms, and maintain good eye contact), and showing interest in what others have to say.Contribute to conversations by being able to speak to a variety of subjects. Find topics of mutual interest and avoid correcting what others have to say. Make sure to involve everyone in the group in the discussion, not just one or two people. Encourage people to talk about themselves, and be graceful when providing or accepting compliments.It’s unfortunate to add the following, but necessary for some: avoid the use of foul language and the wrong types of slang in conversations.

Be mindful of some other points of etiquette when attending a function in​ professional or other formal settings: Research the event topic and venue before arriving. Never drink more than two alcoholic drinks. Allow the event host to make the first toast. Notify hosts of any dietary restrictions prior to an event. Understand how to use flatware: eat outside in. Glassware is placed to the right. Bread plates will be placed to the left. Place the fork and knife in the four o'clock position when finished. Place napkins on the chair seat or arm when briefly stepping away.

Thank the host in person prior to leaving. Send a thank-you note to the host within a week.Everyone knows someone who could use a few lessons in business etiquette. While their occasional missteps may sometimes make us laugh, more often than not that is frustrating at best and offensive at worst. In the end, every professional should be more than hopeful not to be the subject of such stories.

The only way to ensure that, of course, is to be on our best professional behavior at all times.

Unfortunately for most trade show exhibitors, staff training tends to be overlooked in favor of other seemingly more pressing issues like booth planning, design, construction, and logistics.While the booth itself is important in attracting customers and prospects, your staff's presence and demeanor can make or break that new prospective business. Some experienced staff and executives who man trade show booths pride themselves on their ability weed through the duds to spot and engage only live prospects.

However, staying focused only on revenue—or big-ticket customers—can often damage the brand and lead to missed opportunities.Corporate event planners are sometimes asked to assist in managing trade show logistics and at times, the trade show booth itself.

After being initially drawn in by the booth or brand itself, your staff is the reason they will stay or go. The following body language tips will help convey a professional and approachable demeanor:

Stand up and greet attendees in front of the booth If seats are needed, use tall stools that create contact at standing eye level Smile and make eye contact with attendees from all directions Speak with trade show attendees, not colleagues.

Sit down only if you are with a client who also wants to sit Do not cross arms or legs, keep hands out of pockets Avoid fidgeting and leaning against booth walls and furniture Be mindful of other people in the booth and near your space Do not enter the space of another exhibitor Be enthusiastic, confident, and polite Thank attendees for spending time at your booth when they arrive and leave Though simple, these basic body language tips offer an approachable and professional atmosphere that will encourage prospects to visit—and stay in—your booth.

Attendee EngagementJonathan P. Lamas / Getty ImagesPeople attend trade shows for a reason, so it is important for booth staff to quickly introduce themselves and ask attendees questions quickly to find out if they can help them in any way.

2.2 Basic Trade Show Booth Etiquette Rules for Staff.

This is where a greeting or introduction script can come in handy, but such a script is only effective if booth staff use it to engage attendees.

Most of the people attending a trade show have some relevant reason to learn more about your products and services, so make sure that your staff offers them a brief overview of the script and has the skills to continue the conversation and engaging the prospect from there.

Staff should be prepared to ask ​open-ended questions to build a rapport with attendees and determine needs. No Staff Food or BeveragesMartin Barraud / Getty Images This s etiquette rule should simply be a part of greetings and body language,but.unfortunately, because of its abundance at trade shows, it deserves its own category. One of the most common trade show booth etiquette violations occurs when food and drink are kept in the booth for the staff's personal consumption.

Trade show days are long; certainly, your staff should have access to snacks and water. But those snacks and drinks should not be consumed in the booth or left visible to trade show attendees. It is easy to spot napkins, wrappers, plastic bottles, and other items that are not part of the booth. It may sound elementary, but reminding booth staff to avoid eating, drinking, and chewing gum within the booth can be the difference between looking professional or appearing like slobs. To avoid this, some trade show exhibitors choose to issue their staff branded refillable water bottles, which can be a great option for ensuring well-hydrated and professional looking staff. 

Provide Adequate Staffing Stockbyte / Getty Images Trade show staff is usually responsible for booth setup or at least putting the final touches on a larger, constructed booth, and they should arrive early enough to make sure that all materials are properly displayed and ready for show attendees as soon as the exhibits open.

Managers should staff the booth adequately to permit attendees easy access to staff and to consider needs for lunch and other breaks without overwhelming the booth space with company employees. It is also extremely important to highlight the show hours and to make sure that company representation remains in the booth through the completion of the scheduled hours. It is amazing the number of booths where staff will disappear 15, 30, even 45 minutes before the end of a show missing the opportunity to interact with prospects and giving off an unprofessional image.Attire is something that differs from organization to organization. Some companies require corporate or business casual apparel (e.g., polo shirts, sports coats, dress shirts, etc.) while others provide staff with branded apparel or a uniform.

Even others simply give employees some direction on personal attire with colors and appropriate clothing styles.Professional and uniform attire helps to reinforce trade show booth themes, and should also be perceived as respectful of the organizers and attendees of the show itself.

The dress code should also easily distinguish booth staff from attendees and include name tags.