A CEIR research report, Exhibit Staff Practice Summaries, has several key points which should be reviewed for the 2012 trade show season. One point is:
Attendees place a high importance on product knowledge; this coincides with attendees’ desires to utilize the face-to-face interaction throughout the purchase process. Attendees chose the following attributes as the three most important (in order):
1. Knowledge about product or solution
2. Willingness to provide information (helpful)
3. Credibility
The conclusion is that exhibiting companies must continue to bring the most experienced and best-trained staff members to exhibitions.
On You Tube there is a video of attendees who are voicing their expectations of booth personnel. It is enlightening and can be seen here:
Do you feel you have the correct training for your booth workers? Are you conducting the training using internal people or are you outsourcing this training to a firm that specializes in preparing booth staffers? The Center has a new speakers program, Exhibition Experts Speakers Series, for anyone needing to educate their exhibitors. Please let us know your thoughts.
