Prepare, Like They Do at Faire!

Ruth Failer

The Renaissance Faire is just another trade show! As casual and spontaneous as it may look from the guest’s point of view, a lot goes into making sure all who enter have the best experience they possibly can that day. In order for that to happen, strict rules are placed on both the vendors and actors.

Weeks before The Renaissance Faire begins, the organizer presents three mandatory workshops for new vendors: Orientation, Costuming and Elizabethan Language.
All participants must:

·         wear acceptable clothing

·         know how to say what needs to be said

·         call people to their booth

·         display products in an inviting way

·         provide demonstrations of products or services

 Every day one hour before Faire opening, all royals, puritans, beggars, street jesters and all stage other actors are required to attend a brief meeting, preparing them for the theme of the show and special events of the day.

We can learn a lot about getting our staff educated from the policies of Faire:

Preparing (some in costume) a week before opening day

Exhibiting can be very expensive if your staff is not ready and able to accomplish your trade show goals.  Your sales representatives are bright and great at what they do, but they can’t read your mind or you theirs. Let your staff in on your expectations and give them the tools to perform. Most probably they won’t be speaking Elizabethan; they need to be conversing in a language to bring your customers closer to a sale. They won’t be a peasant, a royal, or a pirate, yet they ought to be dressed the part of representing your company brand with the proper attitude, focus and attire. 

Contact Tips of the Trade for workshops:

·         Boothmanship (booth etiquette)

·         At-show sales skills

·         Booth display

·         Pre-show marketing

• Retaining customers

Prepare your merchants to increase sales in and out of the booth.

A jousting fight to the death is optional!

Does Follow-up Sound Like You are Reading a Script?

7 Tips for Following-up with Prospects on the phone

1. Sit up straight or stand up; don’t slouch

2. Vary your tone

3. Stay away from filler words (like, um, so a, er)

4. Avoid talking too fast or too slow

5. Articulate your words

6. Speak with expression in your voice

And most importantly…

7. Include pauses to allow your prospect to speak

In the Bathroom or the Booth - the Rules are the Same

Be professional at all times. When attendees see exhibit staff, they see your company. So whether you're talking to co-workers in the restroom, participating in an industry panel, or simply riding the elevator, every word and action represents your company. The minute you board a plane bound for the show, it's show time!

Before, During, and After Show and Tips: 

1. Don’t Gossip. There is a good chance in a local trade show everyone knows each other. Be above it all or it may cost you a client.

2. Maintain a moral standing with potential clients and booth staff.

3. Be a company team player in the booth.

4. Avoid making snippy comments, and dropping pseudo-truths about competitors. Just because you are denigrating others, does not mean it will raise your own stake and prompt others to choose you over your competitors.

5. Your temper must be at bay constantly. If you know you are quick to flare up, do some exercises that you know can help keep your anger away. 

Happy New Year

Ruth Failer, Certified Trade Show Marketer

Tips of the Trade would like to wish you a happy healthy and successful 2013. May your trade show booth staff know their product and your objectives. May you have the strength to ask for assistance when needed and offer praise when deserved.