Robot Control

EXHIBITOR’S CORNER

Key Actions During and A er PACK EXPO International

From booth etique e to follow-up campaigns, here are seven steps to a more successful show.

efferson Davis, Exhibiting Productivity Expert, Competitive Edge

PACK EXPO International is right around the corner. Now is the time to sharpen your focus on key actions you and your exhibit team can take during and after the show to have a more successful exhibiting experience.

At-show success tips:

1. Hold a pre-show exhibit staff prep meeting. Ideally, on the last set-up day in the mid to late afternoon, or, if necessary, the morning before the show opens, gather your entire exhibits team for a preshow kickoff meeting. During the meeting, review the event schedule and booth duty schedule. Discuss exhibiting goals and staff roles. Have the product manager check the solutions featured in the booth with emphasis on who the ideal customer is, what situations might be happening in their packaging process that would create interest or need, and discuss the top messages booth staffers should be able to deliver. Review booth etiquette to be sure everyone’s ready to put their best foot forward.

Discuss your lead goal along with your lead capture process. If possible, have your staff practice using the lead capture device before they hit the floor. 2. Hold a brief end-of-shift or end-of-day in-booth staff meeting. The goal is to review each day to discuss

what worked and what didn’t and make in-game adjustments. 3. Optimize in-booth interactions with visitors. What your staff does or does not do in that short window of opportunity they have with visitors will determine your ultimate exhibiting success. Make sure you have enough booth staffers. Make sure you have a mix of staff, including product managers and technical experts. Be responsive to booth visitors. Spend the first few minutes of the interaction learning about who they are, why they are visiting, and what they hope to accomplish. Find out what problems they are facing or what projects they are working on. Uncover a specific need and focus your product/service presentation on how you can help them address that need. Get feedback from the visitor on how well they feel your service might be able to help them with their need. And then you can collaborate on a clear next action. 4. Take full advantage of social events. People do business with people they know, like, and trust. Social events present a great opportunity to connect in a casual setting that can lead to business conversations.

Review the event schedule to identify social events being held. Arrive early and scout the venue for deco-