I have always been passionate about providing outstanding exhibition results to our clients. How we achieve this outcome is purely dependent on hiring phenomena that have the same core qualities, no matter where they are in the world.
For the past 5 years, I have had the privilege of working with the best professionals who are passionate about the promotion and working hard to do the best for each task they undertake. On the other hand, we also work with people with great talents, but because their “promotional” DNA misses something, they have in some ways inspired their chances of a great career in promotion.
So how good are these outstanding promoters? What makes these “Expo Stars” stand out? Why do some sponsors always book one year in advance? Why are these excellent promoters earning 50% more than others? What drives these “Expo Stars” to engage their customers with the outstanding contributions of their exhibition/trade show ROI?
Successful promoters always leave clues. In the following article, I shared 7 P, which laid the foundation for being an extraordinary exhibition/trade show promoter. By implementing these 7 Ps into your promotional career, you will not only have more and more regular trade show repeat bookings and benefits, you will have customers who are full of praise for you and your work.
Please note that the terminology in this article relates to trade fairs and conventions. This article applies to people who work, such as booth hostess, promoter/model, trade show lead generator, product presenter, interpreter/translator, Trade Show Presenter, MC, Crowd Gatherer, Brand Ambassador, Spoke Model, Narrator or Sales Representative.
P # 1: CREATE A PROFESSIONAL PROFILE
The first step to becoming an extraordinary promotion professional is to have a great personal image. How you show yourself to your customers, including the staffing agency, has a huge impact on how often you book your work.
Customers and agents may choose thousands of people who work in the promotion field. Your expertise will lead you in other areas.
So what are the basic elements of preparing professional and winning personal data?
80% of customer decisions are based on their first impression based on your picture. Pictures can be said in a thousand words. Therefore, your picture truly conveys your personality, character and professionalism are essential.
Your image combination should contain at least:
– Professional head shots with a beautiful smile that exudes happiness and confidence.
– Full length picture of a suit with an open frontal body language.
– You are at work, doing photos of what you do best in the booth/stand/promotion.
Here are some great examples of profiles that are very easy for customers and agencies to accept.
If you have been using photo shopping photos, art photos, fashion photos, standing in front of the bathroom mirror, shooting in the bedroom, taking pictures of underwear, holding a glass of wine/cocktail at the party, even being covered up on your face for you Part of the profile, and then these are completely useless to help you get the promotion. If you have these amateur types of photos, you will look like an amateur in the customer’s mindset and will not be ahead of people with professional photos. A small investment in professional photos will increase the bonus on the booking. What customers want to see is the professionals they will get on their booth, so it’s important that your picture shows you are a true professional.
2. Powerful Personal Statement
A strong personal statement highlights your strengths, so being selected as a task can make a huge difference. What attributes do you have to help your customers achieve their goals? Why do customers choose you? What difference can you bring to your customers? Personal statements should be no more than 200 words and should contain some very positive words that will help convince customers that you are their only one.
For example: “I am an outstanding promoter, speak 5 languages, and like to actively create new business at exhibitions and trade shows. I am passionate about sales, achieve my goals, and understand new business concepts in the process. I work on time and in love in a team environment…”
3. Specific Work Experience:
You should detail your past promotional experience. This should include the name of the event, the customer/brand you represent, your tasks and responsibilities, and what you have achieved at work.
4. Education and Languages
In addition to your experience, what sets you apart is your education and language. You should highlight all the educational programs you attend. With the language, you should highlight the language you are fluent in. If you are unable to use a language for business-level conversations, you should not mention this language in your profile information to avoid any embarrassment at work.
5. Physical Information
Some tasks involve clients providing company uniforms or clothing. You must have the correct physical information in your profile, including your natural height, clothing size and shoe size. If your appearance has changed from the displayed image (such as hair color, waist size), you should communicate it to your customers and agents as soon as possible. Nothing is worse than receiving a customer who is completely different from the one shown on the picture.
If you have done a great job for a previous client, you should indicate these recommendations and references in your profile to prove that you are a true professional. If you have reached certain professional or personal goals, then these goals should also be highlighted.
After you create your profile, you must keep it updated. If you work at an agency, make sure they communicate all the attributes to potential customers.
P# 2: PREPARATION & PLANNING
Therefore, your super professional profile now brings you an exhibition/trade exhibition assignment. What will determine whether this task will succeed, this is the planning and preparation you have made before the actual allocation.
A long time ago, when I attended my first sales training, I was taught the acronym “PPPPPPP” by the sales trainer. If you haven’t encountered this problem before, then this is the right planning and preparation to prevent Piss from performing poorly. This applies not only to sales people, but also to other areas of business and personal life.
So what can you do to prepare and plan for each project you undertake?
1. Read and understand the job description before the event begins. Many people mistakenly read homework notes the night before the event. If you read the homework newsletter 7-10 days before the event, you will not only have time to ask your customers, but will also give you time to do some research on the event and the client.
2. Research clients, their industries and activities. What is the customer’s goal? How do you adapt to their goals? What kind of visitors are participating in the event? It is important that you ask these questions and understand the customer’s business environment.
3. Understand your role, tasks and responsibilities. You should understand and be very aware of what your customers expect of you. What is your role? As a result of hiring you, what results do customers expect to expect at the end of the event? If in doubt, please contact your agency or customer directly.
4. Understand scripts, product information, ask visitors questions, and unique points of sale for customer products and services. If you are engaged in sales, presentations or tasks related to potential customers, then you must understand the unique selling points of product information, presentation scripts and/or customer products and services. If you are in a lead or sales role, a good benchmark is to learn 3 open questions, and you can ask visitors to determine if they are qualified customers and learn 3 unique key benefit statements with these questions ( That is, features and benefits) will help you interact with your visitors and generate more qualified leads. If you are learning a script, you must use it to suit your personality in order to provide a successful presentation.
5. Study the location of the event and plan your trip. I can’t stress how important this is to your mission. You must know the location of the event, the itinerary of the day and how long it takes to travel. Agents and customers don’t like to receive calls on the same day, saying that you are lost, don’t know where to go.
6. Know what you need to wear and the uniforms that the customer will provide for you. Customers and agencies should clearly inform you of the content you need to wear and the items that the customer provides when appropriate. You should prepare your clothes accordingly and know what you will wear on the day of the event. You should also make sure that all clothes and shoes are clean and tidy and suitable for events. Participating in a complete preparation will not only give you confidence, but customers will also feel your energy and positive atmosphere, so that they immediately believe that you will do a good job for them.
P # 3 BE PUNCTUAL
On-site exhibitions, trade shows and promotions require you not only to be fully prepared before the event, but also to arrive on time according to the agreed timetable.
Professional promotions will not leave any opportunities. By planning your journey ahead of time, you should arrive at the venue at least 30-45 minutes before the start time in order to have the opportunity to pick up your badge and find a way to the customer booth/stand. You may argue that you are not getting paid in advance, but it is best to arrive early and avoid deducting your salary for late arrivals.
Detailed information about the event location, including route and traffic information, is always available on the event website. Floor plans can also be found on the exhibition website, so you should spend 10 minutes familiarizing yourself with the floor plan and planning a journey from the entrance to the customer booth to avoid getting lost on the morning of the event. This 10 minute workout can save you 30 minutes and walk aimlessly in the aisle, trying to figure out where you are.
If you are late, the impact on the client’s plan is significantly detrimental because they must be briefed and prepared for you. Keep in mind that customers are already in a “tight and tense” state because they have to make sure their booth is ready at the start of the event. In the minds of customers (usually the director’s marketing/activity director), they will encounter problems such as the collapse of the booth, incorrect graphics, messy carpets, brochures not arriving, power not working properly, Wi- and so on. Fi connections don’t work, and most importantly, they will have the pressure of the CEO who attended the first day! The last thing you need is that when they are in this “tight and tense” state, the relationship with the customer is very bad.
It’s also important that you take professional courtesy with your team members and customers on time. Make sure you return to the booth during lunch or break time.
So use only 5 words to summarize this passage: on time. Each!
P# 4 BE PROFESSIONAL
As you complete your tasks, you need to be sure to act in a professional and commercial manner. In terms of punctuality, professionalism and proactive “can do” work attitude, customers only need your best things. Remember, they paid a lot for your service. You must be professional from the time you arrive at the stand to the end of the event. You must expect yourself to expect more than your customers or your agents.
What does “professional” actually mean when working at an exhibition/trade show?
As mentioned in the previous paragraph, the profession begins with preparation and punctuality.
Professionally dressed to prepare for business. Your clothes and shoes must always be clean and tidy. Make sure your hair, cosmetics and personal hygiene are the highest standards. If you don’t have a formal business suit yet, please invest in a few formal business suits. Also make sure you wear comfortable shoes because you will stand for most of the day. Looking at this part, wearing comfortable shoes, gives you more confidence and energy to cope with the long days.
Stay professional in communicating with your customers, other team members, supervisors and all visitors. You must always be polite, friendly and business, just like you behave on the stand. Always smile and leave a positive first impression on the visitors.
Become a team player. If you work in a large team, you must be part of the team rather than acting as an individual. Remember TEAM = everyone can achieve more goals together.
Always keep your exhibition/promotional workspace clean and tidy. If you see any rubbish, take personal responsibility and handle it accordingly.
If you are away from the booth/booth for any reason, please be sure to inform your customer or supervisor.
You should avoid some negative behavior when working at a customer booth. If you walk through a typical trade show, you will find some people involved in these actions. Please take responsibility and avoid participating in these activities at all costs.
Do not eat or drink in the booth/work area
Don’t chat with your team members as visitors pass by.
Don’t read magazines/newspapers at the booth
Do not use your personal phone or ipad/laptop in the booth/work area
Don’t use bad language on the stand or argue with colleagues
Do not rub your nails and repair your hair or makeup in the work area.
Do not carry too much baggage to the booth. Please leave it in the baggage check-in area and collect it after the event.
Please do not bring free promotional materials from other booths to the booth. If you do receive free gifts during breaks, put them in your luggage and off the court.
Remember, you are only as good as your last event! So every time you have to be professional!
P#5 BE POSITIVELY CHARGED
Live exhibitions and trade shows are about face-to-face communication. The seller is meeting with the buyer. Remember, people buy from active people, not from the showcases that show off or the negative crowds with shoulders shrinking.
For each task or project you undertake, you should face your responsibilities with a positive attitude. This starts from the moment you enter the exhibition hall. Leave your personal questions and questions outside of the exhibition center. Your focus should be on how to help your customers achieve their goals. Nothing else matters when you are at the customer’s booth.
After standing for 9 hours for a long time, yes, your feet will be hurt, you just want to go home and take a hot bath. But what are the main points of complaining and complaining about your foot injury? Others are in the same position as you, so don’t let it affect you in a negative way, stay positive and focus on your goals.
A positive charge also means starting a new day with a big smile. Your smile will attract visitors to your client’s booth, your smile will give you a positive first impression, your smile will let you through the storm, your smile will make others smile, and most importantly, you The smile will make people happy, let them approach and talk to you.