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AMI Hosts Exhibitor Training Session on Booth Staffing

Wednesday, March 23, 2011

(American Meat Institute)

AMI last week hosted a webinar training session on booth staffing, hosted by Marlys Arnold, trade show guru of ethnoMetrics. This is the second exhibitor webinar Arnold has conducted for AMI in advance of the AMI Meat, Poultry & Seafood Industry Convention and Exposition, April 13-16, 2011, at McCormick Place, Chicago, Ill. AMI has worked with ethnoMetrics since 2008 and exhibitors that have taken advantage of these training sessions have a proven record of success not just at AMI shows, but all other trade shows in which they participate.

During her presentation, People Power, Arnold encouraged managers to inform and inspire their onsite convention staff, stressing the importance of building a successful booth management team. According to Arnold, 85 percent of attendees’ first impressions are based on booth staff and 80 percent of attendees base their decision to do business on their interaction with booth personnel.

To build a successful team, Arnold suggested choosing outgoing and knowledgeable staff. She also stressed the importance of training the staff using role play and frequently asked questions. Staff should also be prepared to handle interactions with competitors, Arnold said. She also highlighted the importance of rewarding the onsite team for their efforts and subsequent leads generated.

Booth personnel should be ready to interact with the attendees, Arnold said. She instructed staff to engage potential customers using open-ended questions, qualify the customers’ needs and urgency and don’t be afraid to disengage if they find the attendee to not be qualified.

Once a seasoned booth staff is in place, Arnold reminded exhibitors to always follow up, pointing out that 80 percent of leads generated onsite go unreached following the show.

AMI will welcome Arnold’s expertise onsite in Chicago at the AMI Expo, where she will present her informational session, Maximize Your AMI Expo Experience! The session is offered two times on Tuesday, April 12 from 10:00 a.m.-11:00 a.m. and 2:00 p.m.-3:00 p.m. at McCormick Place South Building, Room S103BC.  Arnold’s presentation will assist exhibitors in achieving their trade show goals, understanding expected attendee behavior and how to better handle traffic flow. She’ll also provide tips booth staff can use in their interactions with customers and how to utilize the leads gathered after the show.

If you have any questions about the webinar or exhibiting at this spring’s AMI Expo, contact Allison Konczyk, manager, exposition sales and exhibitor relations, akonczyk@meatinstitute.org or 202.587.4233.

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