How you decide on your tradeshow staffing requirements depends on the type of shows and events you attend, the product or services you are promoting, and the estimated number of visitors – both prospects and current customers – expected to be in the exhibit hall at a given time.
Type of Shows
Whether you are attending regional, national or international shows, be sure to talk with your event sponsors and get detailed information on the forecasted number of registrants, job titles and companies represented, based on past conferences.
Discuss any specifics of the show that make it unique, taking into account visitor expectations and cultural considerations. Also inquire about other exhibitors and the type of companies they represent.
If your company has attended the show in the past, review files and notes to identify the number of leads and sales generated from show participation.
In addition, to help determine tradeshow staffing, see if you can find out how many of your current customers will be attending the show. You will want to make sure you have sufficient staff and time to pay special attention to these individuals.
Products and Services
For your staffing needs, consider what you are trying to accomplish with your exhibit and the type of hands-on requirements you will have.
For example, will you need staff to help give product demonstrations to launch a new line of products? Will you need technical experts available to ensure computer systems run smoothly.
Also consider any changes you are making compared to prior year shows to ensure you are always staffed to give individualized attention to booth visitors.
Number of Estimated Booth Visitors
Once you have an estimated number of registrants expected to attend the conference, you can use a staffing formula to determine how many members of your team to bring to the show.
The following serves as a tradeshow staffing guideline, which can be adapted to your specific needs.
From these calculations, you will arrive at a count of how many people you need to take to the show and schedule in your booth at any given time, recognizing there will be peak and low visitation periods during the exhibit schedule.
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