When the booth staffers look like a team, they act like a team. However, there is often great resistance to booth uniforms, especially between genders, generations and management levels. Women donâ€™t want to wear what men wear and senior managers donâ€™t want to wear what their lowly subordinates wear. Likewise, â€œold-dogâ€ salesmen donâ€™t want to wear what the young whipper-snapper marketing dude is wearing. This conflict is either resolved by compromise or itâ€™s not resolved at all. However, looking like a team doesnâ€™t mean you all have to wear a logo-polo shirt and khaki pants.
The key to looking like a team is to coordinate colors and styles and, if possible, embellish a little with branded elements. If your corporate color is red, for instance, men can wear red ties and women can wear red scarves. The wayward Gen Xer can wear a red polo shirt or whatever. The point is everyone coordinates and looks like they are part of the program.
Here is an excellent example that I came across at the Exhibitor Expo in Las Vegas. The company, Tridente, is a trade show exhibit company in Spain. Notice that while they arenâ€™t wearing the same uniform, they both coordinate and look like a team. Many of the exhibitors at the expo had their act together which is the least I would expect from an event that was made up of people who specialized in trade shows. There were a few instances where the pitch was weak, but for the most part it was quite well done.
Tridente did a couple of other things well too. They were passing branded poker-chip key chains making your tchotchkes a souvenir of the trip rather than strictly a business promotion is a nice touch. This isnâ€™t to say they couldnâ€™t benefit from a little Trade Show Samurai training, but it was nice to see a company with such a thoughtful approach.