(Why Exhibitors Should Reward Booth Staff)
As seen in Motivation Strategies, September 2004
Excuse #1: "Our exhibiting budgets have been cut."
It doesn't take a fortune to say thank you to the staff at your next show. Some rewards can be inexpensive, or even free. Lynne Parry of Apple Rubber Products said that staffers are allowed plenty of free time to enjoy the show city, or may stay a couple of extra days with their spouse (at their own expense, of course).
Booth staff incentives provide a sense of achievement and a desire to exceed expectations, as well as pride in the outcome of the show. Consider budget limitations, but be realistic. Look at the total number of staff members involved, as well as expected results. Determine how much you will earn by meeting objectives and use that as a guideline to create a "bonus" for the entire staff.
Excuse #2: "We already provide incentives for our sales team."
That's great, but what if you have staff from other departments, like product design or marketing? Providing some type of reward may help them "buy into" being a part of the show. Even small gifts offered to each staffer to say thanks for their time spent at the show will be appreciated.
Excuse #3: "We used to provide booth staff incentives, but it really didn't seem to matter."
How do you know for sure? Did you measure the results of your exhibits both before and after the incentives were implemented? If your goal was unclear, then you might not even know if you reached it or not. Goals need to be realistic and achievable. Before you can design a successful booth staff reward program, you must first determine what your company's objectives are for the show. Each objective requires a different type of reward. For example, if your goal is to generate 300 leads, then use that as your ultimate target (be sure to count only qualified leads, so staffers aren't signing up everyone who wanders by your booth). Once you have your team goal, break it down for individuals and make each staff member accountable.
Next, was the program clearly communicated to your staff? Perhaps the rewards chosen didn't motivate them, or they might not have understood what rewards they could receive. If the rewards were motivating for some staffers, but not others, find out why. Is there something else that would be more universal? Choose rewards in line with your company image (for example, a fun-loving company might want to reward with a team paintball adventure), as well as appropriate to the performance expected.
After you've defined your goals, make sure they're communicated to the entire team, along with how results will be measured. Send periodic "teasers" before the show to build anticipation (much like you send pre-show promotions to your prospects).
Excuse #4: "We don't want to pit our employees against each other."
You don't have to. Competitions are only one aspect of booth staff incentives. Instead, offer a reward for the entire team when a goal is reached, or simply do something nice for each booth staff member while they're in the show city. (See sidebar for ideas.)
You can choose to reward positive behavior (actions; could be based on customer feedback surveys) or results (such as the number of sales or leads). Either way, it's important to reward both the team and the individuals. If you reward only individuals, someone will certainly feel left out and unappreciated. By rewarding only the team, those who work hardest may resent "loafers" who are still rewarded when the team achieves its goal. By rewarding both, you allow everyone to celebrate the victory, yet still give incentive to achieve individually.
Keep your reward program open-ended, so that all staffers who meet the goals win. This creates a greater sense of equality than close-ended programs where only a few people receive rewards.
Announce team and individual results daily at the show. Post results back at the office after the show so staffers can get extra recognition from peers. Present rewards promptly, either at the close of the show or at a ceremony back at the office.
Excuse #5: "It's too complicated to track and administer a rewards program."
It doesn't have to be. Sure, you can set up a complex system that awards points for each type of action (leads, sales, etc.), with those points redeemable for prizes. But you don't have to make it that complicated. If you have clear-cut, measurable goals, then you can easily see if those goals are met. Bill Termini of Hinda Incentives said they choose to reward only after an actual sale has been made, because they want to focus on a quicker sales timeline. If you choose this method, make sure you have a time limit (such as Hinda's three to six months after the show).
Excuse #6: "We don't want unqualified leads."
You're right, you don't. But this is easy to remedy. Be specific about what defines a qualified lead and only count those that meet the criteria. Don't allow staffers to use a contest as a sympathy tool with attendees, who don't care about helping you win a prize. Attendees only want to know what's in it for them. Besides, what good does it do to win if you don't have any qualified leads to follow up on later?
Another option is to offer special on-the-spot rewards to be given at random by "mystery shoppers" who evaluate your staff's performance. These rewards can be given for any specific action, such as correct product presentation, good booth behavior, or using appropriate qualifying questions.
Excuse #7: "We really never gave it any thought."
Now that you've read this far, you can't say that anymore. Use the ideas listed to find a rewards program that works for your company objectives. Ask the staff what motivates them to find the rewards that will work best. And don't forget that training each person who will staff your booth is a reward in itself. With training, they will feel more a part of the team and confident in how to make the most of the days spent at the show.
When you design an incentive program for your booth staff, it's a win-win for everyone. Your staff is more productive at the show, and they are well rewarded for their actions.
©2004 by Marlys K. Arnold
Sidebar: Creative Booth Staff Incentive Options
At the Show:
- Foot spa kits
- Food (either room drop gifts, or take staff to nice restaurants)
- Face time with your CEO or other industry leaders
- VIP Concierge services
- Items from the company store (especially if you're giving nice gifts to clients in your booth)
- Team vote for a "Staffer of the Day"
- Nightly room drops with small gifts and notes of encouragement to staff
After the Show:
- VIP Day (day off, limo service, etc.)
- Tickets to a special event or game
- Photo recognition in the company newsletter
- Special celebration back at the office
- Items for their family (to show appreciation for the time spent away)
Marlys K. Arnold, ImageSpecialist, consults with both companies and individuals to help them build a better trade show image. Her experiences as both an exhibitor and a show organizer offer her a unique perspective on trade show exhibiting. An active member of Meeting Professionals International (MPI), she is also the author of Build a Better Trade Show Image (2002), and the host of the Trade Show Insights podcast.
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