Custom Trade Show Exhibit Designer, Gilbert, Discusses Ways to Empower Your Employees the Day of a Trade Show and Beyond

MELVILLE, N.Y., Feb. 22, 2018 /PRNewswire-iReach/ -- Helping vendors to motivate trade show staff, custom exhibit firm, Gilbert, shares the lessons they've learned from over thirty years in the trade show business.

A great trade show experience starts with the basics. Vendors must select the right trade show and an appropriate space to place their booth. They must then devote the resources necessary to create an attractive booth with proper traffic flow and appealing graphics. Once these elements are in place, booth staff need to be empowered and motivated.

The complete trade show experience comes together when all these components fall into place.  If empowering the employees who will manage your booth is a mystery, try these tactics:

  1. Teach staff how to direct traffic to your booth area. Many individuals will pass by your booth. Bringing them into your booth so you can show them your products or services is essential. Empower your staff to herd traffic your way by showing them how the most effective trade show staffers direct aisle traffic into their booths. Savvy trade show staffers rely on these tactics:
    • Make eye contact: Staffers should make eye contact with people as they pass by your booth. When an attendee returns the eye contact, the skilled staffer initiates a discussion.
    • Use name tags: Employees should initiate a conversation with passersby using their name which will be displayed on their nametag.
    • Shake and direct: While shaking the hand of a passerby that's been engaged, effective employees direct that person into their booth by gesturing with their free hand.
    • Use open-ended questions: Employees should engage attendees using open-ended questions because these types of questions make further discussion possible.
  2. Assign staff to roles that use their talents. Then make sure everyone is clear about their roles and responsibilities. There are several different types of roles for employees to occupy at a trade show. For example, your booth will need a certain number of hosts, presenters, crowd gatherers, and sales/lead generators. Assign roles to employees based on their interests and skills. Then, make sure each staff member clearly understands their role and where to stand in the booth area.
  3. Let staff know it's okay to observe and engage but not sell. Not every attendee will be a sale. If staff members feel too pressured to sell, they may inadvertently damage your brand with too much hard selling at inappropriate times. Let them know there are other goals to accomplish at the trade show. For example, staff should be empowered to observe the trade show, so that they can report on the elements that benefited the company and the elements that didn't. They should also be empowered to observe the competition, so that the company can learn from their competitors.

About Gilbert:

Gilbert is a custom trade show exhibits, environments, and events firm with over thirty years of experience and three units: Exhibition, Architectural and Live. Gilbert's team of expert craftsmen and designers have decades of experience creating spaces that optimize traffic flow and capture attention in a variety of markets. Gilbert Exhibition takes care of fabrication, design supervision, service, planning, management, and more to ensure total success. Gilbert Architectural specializes in giving your brand a place to tell its story. Gilbert Live handles every aspect of planning and producing promotional and corporate events. 

Media Contact: Desiree Olivera, Gilbert, 631.577.1100,

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SOURCE Gilbert



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