One of the most important people in a trade fair is the booth manager who usually stays at the display stand, coordinating and managing several tasks, making sure that the exhibit runs its course without a hiccup. In today’s world where investments are necessary for any kind of success, a proper trade show booth manager is quite an important one that can make all the difference between you winning or losing an exhibition. Very often, this individual is called an event manager or a trade show coordinator, but no matter what the terminology, the trade show manager is always at the core of any exhibition strategy.
His Duties: A trade show booth manager controls all the facets of you exhibiting at the show. This usually includes planning, budgeting, promotions, booth construction, messe design, PR, lead management, staff training, reporting, analytics, staff management, lead capture, marketing material, and much more.
However, if the manager has to do ALL this on his own, he will pretty much tumble down like dominos. Thus, it is very important for a trade show booth manager to know how to delegate with personnel. The primary task of the booth manager is to set the direction on why the company is exhibiting, the strategy as well as the tactics about what and how the company will exhibit on the trade show floor.
Once the booth manager sets the budget breakdown, he then gets to delegating the rest of the work to the respective groups: –
Booth construction and promotions to the Marketing Team
Lead capture and follow-ups to the Sales Team
Budget controlling to the Accounting Team
Demonstrations and sampling of products to the Product Team
Lastly, the booth manager is also in charge of the project in all the 3 stages, that are, the pre, during, and post stages of the trade show. He has to put down the set of rules to follow, manage the pre-show preparations, stays in the booth during the show, and lead the staff. After the show, he has to push for follow-ups and tracks the results.