The Teamwork Alphabet

By: Susan Friedmann

What differentiates a great trade show exhibit from a so-so one? The booth staff! The best displays are manned by a coordinated team working together to ensure the exhibit’s success, rather than a haphazard handful of employees who happened to be available that week. How do you transform your staff members into a strong team? Just remember your ABC’s.

1. Assign creative, intelligent, and enthusiastic people to trade show duty.


2. Begin early to be adequately prepared for the show.


3. Create goals and objectives for the show.


4. Determine benchmarks for the show, both for individuals and for the entire team.


5. Establish a time-frame for each of the benchmarks.


6. Find ways to make the trade show fun and exciting for all staff members.


7. Get upper management involved to make the show a success!


8. Highlight each team member’s strengths with appropriate job assignments.


9. Identify how team members can support each other to reach team goals.


10. Justify all trade show activities: Are they helping your team achieve their goals?


11. Knock off any practices or behaviors that keep your team from succeeding.


12. Last minute contingencies require advance planning and coordination.


13. Maintain a chain of command. Every staff member needs to know who is in charge.


14. New ideas are valuable: Encourage, capture, and implement the best.


15. Open your mind to creative, innovative displays and approaches.


16. Plan how to convey essential information and skills to your staff members.


17. Question your staff. What do they know? What do they need to learn?


18. Recognize the need for training. Ensure your staff is adequately prepared.


19. Success is quantifiable. Decide how you will measure yours.


20. Time tables and schedules help keep the team on track.


21. Understand what kind of teamwork will be necessary to put on a top-notch show.


22. Vying for prizes motivates many staffers. Offer great rewards as incentives.


23. Watch out for trouble: Identify where the project can go wrong and plan accordingly.


24. Examine the decision making process: Is it clear and efficient?


25. Yes men don’t help: Encourage independent, autonomous capable staffers.


26. ZZZZZ: Trade shows are very long. Adequate rest before the show is imperative!

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. For a free copy of ExhibitSmart Tips of the Week, e-mail: susan@thetradeshowcoach.com; website: http://www.thetradeshowcoach.com