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How to Choose Event Staff

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  • Get a diverse mix of people
  • Research your staff
  • Ask them!

Let’s face facts – if your team has had a poor conversation with someone at the booth, no matter how good your stand, product, or follow-up, you’re unlikely to convert that prospect into a customer. All of the great work pre-event can all be undermined by poor staff at a trade show.

Now let’s touch upon event training – who can honestly say they’ve ever had event training?
Yet salespeople and sometimes marketing staff are expected to perform to a high standard without any guidance or training and sometimes without the motivation as well.

Ideally, you’re using an event lead capture solution that gives you metrics on staff, how many leads they collected at a particular event etc. This will give you a good indication of the numbers that person can bring you during an event.

If you don’t yet have a solution to manage your trade show leads and the follow-up process, and even if you do, the following is a good place to start.

The simplest way to start is to get a mix of salespeople, personalities, genders, ethnicities, and ages. Depending on how you want to come across on the booth depends on your choices here, young, fresh, diverse, experienced, etc.

The old adage of people buy from people can be extended. People buy from people like them or that they like. Having a diverse group on your booth increases the chances of synergy.

It’s a common misconception that outgoing people make the best event staff and it’s easy to understand why, but not everyone is comfortable in a trade show environment. Finding out how many events, public speaking, large scale presentations each of the staff has done, will help you narrow down who is best suited.

The final and most simple step is when you have narrowed your selection using the above, simply ask if the person wants to go! Unless they actually want to be there, they won’t give 100% and it will show to the delegates and in the number of leads they collect.

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Perfecting Event Follow Up

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What are the best methods of post-event follow up?

  • Email correspondence as soon as possible after collecting the lead.
  • Handwritten letters or cards with additional information about your products / services.
  • Telephone follow-up no within one week after the event.

Following a simple process will help you connect with far more of your leads.

Step 1: Get Serious About Lead Retrieval

You will ideally be using a full featured event lead capture solution. As part of a customized automated process, Captello Lead Retrieval App enables you to capture leads with any mobile device and follow up with prospects immediately and automatically with personalized email. Ideally, the prospect walks away from an amazing conversation at your exhibit, then checks their phone, where they will discover your email or SMS message.

Step 2: Add a Personal Touch

Handwritten letters and notes are a great touch that everyone appreciates. Going old school in this way communicates that you spent time considering this prospect and their needs. Including a brochure or collateral that you discussed at the booth reminds them about how your product or service provides a solution to their felt needs.

Writing handwritten letters at scale is not something most marketing teams/salespeople have the time to do, so Captello provides this service as a value add feature to their flexible suite of solutions.

Step 3: Phone Follow Up

After an email and a personal handwritten letter from you, most prospects are familiar enough with your to take your phone call. Make sure they don’t slip through the cracks by adding a call task within your CRM.

Captello’s native integration with all major CRM and Marketing Automation platforms makes it easy to integrate with your CRM and create a task or sequence of tasks and that work for you. Imagine the possibilities if every lead from every trade show was part of an intentional and full-proof follow-up plan with emails, call tasks and handwritten letters or postcards!

So much planning goes into the execution of an event, but follow-up is the most important. Make it the most effective part of the process with powerful and intuitive lead capture software and automated workflow.