It’s a given that your company’s tradeshow exhibit should be consistent with its brand. Anything the eye can see should look, move and breathe your company’s brand promise—and this includes the individuals who staff the exhibit.That’s because brand is more than looks; it’s also behavior. The manner in which these individuals approach and engage prospects has the ability to strengthen—or compromise—the integrity of your brand. Brand consistency, after all, says “We are authentic and reliable; trust us.”. So, how can you address this component as part of your exhibit design?
Define “on-brand” behaviors
If you haven’t already, determine which types of behavior best represent your company’s brand promise and style. Of course, your exhibit staff should always appear and act professional, but what are the personality or character traits that should set these individuals apart?
For instance, if your company is a tech firm that designs project management software, your brand promise may be an organized life. Knowing this, perhaps it’s important for your exhibit staff to appear organized. This could mean being able to quickly locate giveaways or marketing collateral, or guiding prospects through the exhibit in a way that feels streamlined and purposeful. On the other hand, if your company bills itself as a lighthearted, fun partner, your exhibit staff should reflect this gregarious nature.
Draft an exhibit “script”
Once you define the types of engagement and behavior that will be complementary to your brand, consider drafting a pro forma script for exhibit staff. The script shouldn’t necessarily dictate behavior or verbiage; instead, it should simply give exhibit staff a point of reference. Moreover, it should also account for the intent of your exhibit experience. For example, if you plan to conduct a product demo, consider outlining the ways someone staffing the exhibit might invite a visitor to attend.
How your exhibit staff engages with prospects in a tradeshow setting is just as important as what they tell them. At the least, making these efforts conveys the idea that everyone—and not just everything—is a part of your company’s brand.
