Improving staff performance with objective critique saves time and money for trade show exhibitors
To achieve the highest return on their investment at trade shows and events, companies are employing the services of a secret shopper, or more bluntly, a spy, to provide an objective critique of the performance of exhibit booth staff, and, to offer suggestions based on successful exhibitor results.
Here is a recent example of a report from a PPG secret who observed the performance of trade show booth staff made up of company employees.
Event traffic was off to a slow start for the day, but consistently picked up nicely and peaked by 3 p.m. and then slowly dwindled until 5 p.m.
Booth staff seemed to be pretty passive in their attendee engagement and initially somewhat disconnected. Most common recurring observed trends were:
– Passive attendee engagement
– Closed off body language
– hands in pockets
– folded arms across body
– (group huddle conversations) of 2 or 3 people socializing turned away from attendees
– Low energy state/body language/attendee engagement
– Missing out on a handful of people who paused to peak at the display and failed to recognize the interest
– Attendees mostly being the first to engage with the employees
– Once attendees engaged with the staff, the staff was able to maintain prolonged conversations and interactions.
-Have staff raise overall energy and enthusiasm level.
-Be more alert to the attendees passing by
-Be proactive in approaching and engaging with the attendees:
– ask qualifying questions to actively engage passing attendees
– be the first to engage in a conversation
– Open body language to be more inviting
– Keep hands out of pockets
– Do not fold arms across the body, especially when talking to an attendee
– Smile more
– Make sure always stay open to the traffic flow and maintain active look out
Over all, the staff had 247 logged interactions + 20-30 estimated during lunch. These numbers are consistent and possibly above average for the observed neighboring booths. Once attendees engaged, the staff consistently had prolonged conversations and was able to maintain attendee interest throughout. Maintaining open and inviting body language and alertness while being proactive in their attendee engagement will yield greater booth-to-attendee interaction.
This information proved invaluable to the company and its marketing team to improve the efforts of personnel and also to bring in outside professionals to work the exhibits at future shows.
The idea then implemented was to immediately boost the performance of internal employees used at trade shows, separate those employees that want to work at trade shows from those that really don’t, and improve the results of exhibiting at future events.
Secret shoppers at trade shows and events has helped many companies analyze and immediately improve their staff’s functions and results, more than repaying for the investment of the secret shoppers and the professional models and talent.
Contact PPG for a confidential consultation and book a secret shopper to analyze and improve exhibit performance and results by calling 817-490-5050.