By definition, a booth of any type usually denotes a structure -whether temporary or permanent- for the purpose of vending something. Food booths at a fair; toll versions on highways; and the ticket box office at a concert, all dispense something to the consumer in exchange for currency of some type. Trade show booths are analogous to the aforementioned, in that the objective is to provide information about a product or service to potential customers.

In the past, Trade show booths were often custom built displays occupying large floor spaces on a convention floor; not so much today. The large and traditional, custom-built exhibit is giving way to custom modular exhibits due to their flexibility and cost savings. Driven by economic woes, many of the giant trade shows have been greatly reduced in size or split into smaller shows as well. Recent years have also seen an expansion for the use of traditional trade show components into unconventional venues.

Smaller, quainter exhibits put even more focus on the interaction between exhibitor and attendee; contributing to the importance of a well-trained staff to interact with potential customers. While both a tradeshow tool kit and a well stocked supply kit might prove as crucial to your success as a well-designed exhibit. (Your staff’s focus should be on potential customers not scrambling to find office supplies, electrical accessories, or a screwdriver); all is mote unless you have well-trained individuals to staff your booths. Linda Musgrove, The TradeShow Teacher, resonated this truth in her article, Booth Staff Superstars:

Did you know that your booth staff plays one of the most important roles in forming an opinion about your company in the minds of attendees? No matter how well you organized everything else, your booth staff- their behavior and their techniques -will be the single biggest factor in making the show a success or a failure. You will need to make sure your booth staff understands that physical appearance, choice of words, general demeanor and their level of knowledge and enthusiasm are what determines the impression attendees will have about your company.

Outlining key steps to follow for selecting and training individuals to man your exhibits, Ms Musgrove’s lesson includes advice for creating highly effective booth staffers:

Booth staff training is extremely important to the success of your trade shows. There is no such thing as too much booth training nor is there any employee that knows it all. You should either hire an outside consultant to conduct this training; or develop your own training program. In either case, the training needs to prepare staffers to sell and function in a trade show environment, with competing sights and sounds.

As it may take a few minutes to collect all of the items for your tool/supply kit; it will take extra effort to ‘ready’ your employees. But having both in your booth bag could save the day or ‘deal’ respectively. Look to The TradeShow Teacher ( for booth staff training; leave it to us to ‘ready’ the display you choose. At, we understand that Trade show booths are more than backdrops. They need proper lighting, a sense of depth, and a well-designed layout. Our Chief Operating Officer, Chad Rogowicz, sums up the characteristics of such, “A great booth must be functional in its application, eye catching, and budget friendly.” Our exhibit designers understand these principles and specialize in creating environments that will amaze visitors at your next trade show. Allow our tradeshow expert staff to create one for your well-trained, tradeshow staff.

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