With the expense required to exhibit at a convention or trade show these days, I can understand why a company would want to “save money” by sending a free staffer (or so-and-so’s niece who has no training/interest but could be paid minimum wage, etc). Unfortunately, as you’ve mentioned, many companies don’t know that this is actually costing them more – especially when those staffers aren’t directly monitored, it’s easier to blame the economy or something else for low return on investment.

I hope your discussion of dollars and cents will inspire companies to reevaluate their current practices. Whether it’s better pre-show training for current staff, selecting a competent addition for the team, or at least some thorough post-show evaluation, as others have said, an improvement in staffing can make all of the difference in a company’s bottom line.

Thanks for expanding on the peril exhibitors face from a brand and image perspective when they bring sub-standard booth staffers to the show. It’s truly a lost opportunity. And you raise a good point about also screening your hired booth staffers. They are not all created equal, either.

There is no better way to ruin a trade show experience than to have the wrong staffers in your booth. They are the people who “make it or break it!” All the money in the world cannot make up for a lack of excitement, dedication, knowledge, or desire to succeed within the people that are standing in your booth and promoting your company. If they are not welcoming and ready to engage the attendees of a show, the attendees (i.e. potential customers) will just walk on by the booth. Talk about missed opportunity!

I also agree with your recommendation to hire outside talent to supplement your company employees, although these individuals have to be held accountable for the same level of dedication and success, if not more than, your company employees. Thorough screening must be done before hiring anyone from outside the company, or else you just have another bad booth staffer. An experienced, results driven trade show professional will make a huge difference in the success of your trade show strategy, just as an inexperienced, cheap, lazy, or not bright person will be a waste of money, if not detrimental to your booth.