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The ‘showbiz’ of training exhibitor staff illustrated in new CEIR report


The Center for Exhibition Industry Research (CEIR), a research agency for the exhibitions industry, announced a new Guru Report – An Exhibit Manager’s Guide to Exhibit Staff Orientation.

A series of reports focused on helping exhibition organizers and exhibiting companies achieve better results and gain value from exhibitions, this CEIR Guru Report was written by Candy Adams, an exhibition industry veteran and owner of “The Booth Mom” Trade Show Consulting.

“CEIR research consistently indicates attendees are looking to have meaningful face-to-face interactions with exhibit staff, the people behind the products showcased at an exhibition. To enable exhibit staff to do their jobs well and attain an organization’s goals for exhibiting, staff training is key,” said Nancy Drapeau, PRC, research director, CEIR. “Candy Adams has written a practical, hands-on report that frames the issues to consider when building a training program and specifics on what to include. This is a ‘must read’ for staff who have this responsibility.”

Adams’ report analyzes why exhibit training is essential, what general topic areas can be covered in a program, the best timing for sessions as well as an exhaustive checklist of content ideas.

“I like analogies, especially the ones that help me to focus on better exhibiting. My favorite analogy is that as exhibitors, we are all in ‘show biz,’” said Adams.

In the report she states:

As exhibit managers who need to prove the ROI (return on investment) for an exhibit marketing program, they cannot afford to forget that exhibit staff needs at least a “refresher course” before every exhibition because:

  1. Staff members may not perform this “acting” function often enough to be comfortable or as “in practice” as they are in the booth environment, and this affects the entire exhibit’s efficiency; and
  2. Even though they are well-versed on the products they represent, they do not know everything about the exhibition, the attendees, the exhibit hall, the target market and the finer points of the exhibit layout and promotional props available for their use (depending on their involvement with planning and the amount of information that’s been shared with them).


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