A crucial factor in exhibiting at international trade shows is localising and training your booth staff. These individuals serve as the face of your brand on international soil, so choosing the right team to partner with is vitally important.
The Foundation of Success: Localising Your Booth Staff
1. Work with Trusted Resources
Tap into reliable resources for staffing recommendations to set a strong foundation for your international trade show success. Ask the trade show organiser for suggestions and contacts, or leverage your PR and marketing agency's network and local market knowledge.
2. Don't Scrimp on Experience
Always prioritise quality over price when presented with staffing options at varying experience levels and costs. Opting for the most experienced staff might require a higher investment, but the dividends paid in professionalism and expertise far outweigh the initial cost. Not to mention the time needed to train or manage them on-site.
3. Train Them Thoroughly
Selecting the right staff marks the first step towards trade show success; however, thorough training is essential. Host pre-show briefings to familiarise them with your company, products, and goals for the trade show. Walk them through key messages, customer pain points, and the ideal approach to interacting and recording potential leads.
4. Prioritise Bilingual Skills
Hiring bilingual staff who can fluently communicate in local and English languages is essential. Bilingual staff can handle nuanced questions, conduct product demonstrations, and build stronger relationships by speaking directly to potential customers in their native language.
Investing in the right people creates a robust, professional trade show presence aligned with your brand's vision. Never underestimate the power of a well-prepared, experienced local team to support your team's goals in a new market.
MQPR has done PR and Marketing for 40 trade shows, exhibitions, and conferences. Contact us if you need help internationally and at trade shows.
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