Trade Show Training
If you have ever been involved in a trade show, ask yourself this: how much time have I spent training for the trade show before the day of the event? Probably none. In fact, I’ve never heard of serious any pre-show training in at any company.
If a company does any sort of training at all it’s usually held in the morning on the first day of the event. They tell all the booth staff to meet an hour before the exhibit hall opens so they can go over a few “key messages” and go over some new products or how the spin-to-win game is going to work. Most people come late and miss part of it. They don’t have a problem blowing it off because they figure they already know it. This kind of training is the equivalent of no training.
It’s no wonder that trade shows are so ineffective for most companies.