Like actors on a stage
That’s exactly the role of your stand staff! Industry research shows that 76% of visitors arrive with an agenda. And that means their expectations are high. They’ve invested time and effort to attend the show and your staff have one opportunity to impress.
The major reason for attending an exhibition is to become aware of new products or suppliers.[source: Exhibit Surveys, May 2003]
Visitors also use a show to narrow the search to a preferred list of suppliers. A third of visitors ultimately make their purchase decision as a result of what they see.
Your team needs to understand the role they play. Make sure you communicate exactly what you expect them to do. In addition, make them aware that an exhibition is a very public place. Eyes and ears are everywhere and they need to be mindful of what they say and do at all times.