Step 9 – Stand operations

Stand supervisor

Stand supervisor

The stand supervisor is responsible for ensuring the smooth running of external and internal operations on the stand.

The stand supervisor must check the stand has been set up according to plan in good time before the opening of the event, that the equipment, layout and lettering are correct, that advertising material and a hospitality service are on hand and that all connections and appliances are in working order.

Responsibilities of the stand supervisor

  • Approving the stand before the start of the event
  • Delegating specific tasks to individual employees
  • Organising and monitoring a duty and attendance roster
  • Welcoming important visitors
  • Assisting others in conversation with customers
  • Relaying important information to company headquarters
  • Coordinating the follow-up analysis with the AUMA Trade Fair Benefit Check

Rules of the stand

Rules of the stand

The duty roster establishes who is responsible for individual tasks. Examples are ensuring there are sufficient brochures on the stand, the cleaning of cubicles and seating areas over the course of the day, hospitality services, and breaks. A daily short briefing, either in the morning or evening, informs all employees of successes and events or important visitors due over the next 24 hours. Possible weak points can be addressed and eliminated. An overall feedback session should be held at the end of the fair.

A well-organised trade fair stand and a well-managed trade fair team will make sure that:

  • the stand is kept clean and in order at all times of day

  • no shortages occur of advertising material, food and beverages

  • all the technical equipment on the stand is kept in good working order

  • the rules of the stand and duty hours are adhered to

  • the atmosphere on the stand is always friendly and relaxed

  • the stand supervisor always knows where his employees are

  • details of conversations with visitors are put down in writing and evaluated


Hospitality

Hospitality

Even a small stand can organise some form of hospitality. Visitors can be offered alcoholic and alcohol-free beverages. Biscuits and snacks should always look appetising and be served fresh. Food and beverages from the region associated with the company (e.g. local specialities) always make a good impression.

Every trade fair venue employs contracted catering services which can provide exhibitors with beverages etc.

 

Collecting visitor data

Collecting visitor data

In order to carry out an effective analysis after the fair and to realistically gauge how successful you were it is absolutely necessary to collect visitor data. Pre-printed data sheets reduce the amount of work involved, and staff can swiftly fill these out.

Only if the correct details are entered legibly and comprehensibly can a prompt response to inquiries be guaranteed. Experience shows that after an initial introduction period employees regard these sheets as a valuable tool for their work.

You must decide on which conversations are worthy of keeping a record of prior to the event. As a rule, the data sheet should only be filled out if a visitor is seriously interested in a product.

Any conversation giving out information which does not end with the inquirer supplying an address can possibly be recorded by keeping a tally on a list of products or topics. Even these brief meetings offering advice can shed an interesting light on the response to your products.

Alternatively, you can check whether an electronic visitor registration system is a viable option. Using this method a visitor’s address details are filed by scanning his calling card or his name tag, if available. Employees can enter this data directly onto a PC and supplement it with details of the conversation with the customer. At the end of the trade fair all the information will already be on file. The necessary hardware can be purchased or rented from the organisers or from relevant service providers.

Notes on Discussion

Information on the trade fair and markets

Information on the trade fair and markets

<font color="#000000">In addition to running the stand employees can also do market research by questioning visitors on the stand and the exhibition grounds. Information on products, the design of the stand and the activities of competitors provide valuable leads. Tours of the fair also help to motivate and train the employees on the stand. One should also examine the publications available at the fair:</font>

  • <font color="#000000">the trade fair catalogue</font>

  • <font color="#000000">brochures on special events</font>

  • <font color="#000000">lecture manuscripts</font>

  • <font color="#000000">special editions of trade publications</font>

  • <font color="#000000">brochures and advertising material from competitors</font>

  • <font color="#000000">surveys carried out by the organisers</font>


Cleaning and security

Cleaning and security

It goes without saying that a stand should always be kept clean. A company can carry out daily cleaning duties itself or hire the services of one of the organisers’ contractors.

Security on the stand and for the exhibits should be properly organised, including for construction and dismantling periods. Due to the traditionally hectic nature of activity during these periods valuable exhibits should not remain unguarded. That also applies to the daily running of the stand. Valuable exhibits must be kept well-guarded, particularly at trade fairs where attendance is high. For details see “Insurances” under “Organisation”.

Exhibition halls are always guarded by security services overnight. A company can also employ its own stand security service to guard valuable exhibits.

End-of-fair activities on the stand

End-of-fair activities on the stand

At the end of each day and immediately after the fair a feedback meeting should be held with the employees on the stand. As long as events are still fresh in the mind employees can go over every detail and evaluate their information with a view to the next event.

A written report can include recommendations for future representations.

Dismantling of the stand may only begin after the event has officially come to an end. Companies are duty-bound to abide by this rule to which they agree when registering for the stand (see Registration). Visitors cannot be confronted with half-empty trade fair stands on the last day of the fair. Depending on how strict the organisers are, a company which begins to dismantle its stand ahead of time may be excluded from the next event. An unwillingness to be involved with the fair does not exactly look attractive to visitors. Timely organisation of stand dismantling and the necessary transport helps to save time and avoid stress.