Investments in Your Team for a Healthy ROI
January 21, 2020
Your customers and the people in your organization aren't just employee numbers. They are humans with families they need to get
home to, hobbies they enjoy, dreams and goals they're chasing, and they are important to your organization.
Like your team, our Skyline Philadelphia team members are more than the titles they hold. Most of the team has a passion for and travel in pretty extraordinary ways. The thing is, whether it’s the event, travel or the team that you want to be extraordinary, you’ve got to have a good handle on the basics!
The whole point of the trade show floor is to get personal, know your audience, and execute in a way that drives ROI. You spend hours thinking about your customers if you’re serious about getting the most from the event. However, most people skip thinking about their own team and miss the fundamental underlying source of their event success or failure. Getting personal with your team, your customers and your vendors is key to conversions.
Get Personal – Meet the Skyline Philadelphia Team
Meet Jeff Dobra, President of Skyline Philadelphia, an ice hockey player and a dad extraordinaire! His biggest project at the moment is guiding his daughter through one of the most important decisions of her life as she decides which college to attend. He has flown across the country to attend her tournaments so she can get attention of scouts. By providing her with his strong guidance and ensuring her safe travel, she’ll be able to transition into the life of her dreams – the best ROI a parent can imagine.
Our Advice - Lead Like Jeff: As a hockey player, Jeff would tell you that there’s a flow on the ice just like there should be a flow to your business and in your booth. You must drive your part of the business and then pass to your teammates and be there for the assist. As a father and leader, he demonstrates the necessity to provide inspiration to your team, delegate to show you trust them, and be available to provide the necessary guidance so they can confidently make empowered decisions.
Translation in Your Trade Show Booth
Have a path for attendee engagement handoff. Let one team member be the receiving and guiding team member who edifies and leads the attendee to the subject matter expert in your booth. Both or all of the team members may be equals, but the physical act of walking someone to another person provides the assist and bolsters the position of the person to whom they are being handed off. And, don’t forget to walk them out, but do it in a gentle manner that brings them back to the show aisle so you can engage with the next attendee. The team effort evinces your corporate culture and the pattern of bringing them full circle also subtly tells the attendee that you are taking care of them throughout their journey.
Meet Steven Kirk, an Account Executive who loves to travel. His latest trip took him to the West Coast with his wife and two daughters where they explored San Francisco, Yosemite National Park, and the amazing Red Woods.
Our Advice - Prepare like Steven: As a hiker, Steven would tell you to make sure you have the best equipment for a particular situation. A hike that has you scaling a mountain where there is snow at a higher elevation does not require the same boots as hiking in the rainforest where you want to have open shoes that allow your feet to breathe to avoid foot rot. Make sure you’re prepared for the environment you’re going to be in with the team and the appropriate required equipment.
Translation in Your Trade Show Booth
Your equipment and booth design say everything about your company. If your company is a serious tech-forward company, don’t show up to an event with just a table cloth and posters. Your objective is to stop the attendee from passing by your booth to the one down the aisle that is demonstrating their product using live demos or holographic imaging. You definitely don’t want foot rot in your booth - (a.k.a., people who simply linger and make you miserable - see Jeff’s example of walking them out), but you do want attendees to stop, enjoy a view that gets their wheels turning and lets them know you’re going to reduce their risk, increase their profit and make life easier somehow so they engage and convert to satisfied customers.
Meet Jerry Meddick and Kelly Gatfield, Account Executives who have a zest for all things relative to Skyline Exhibits and literal skyline views.
Jerry Meddick has been a pilot practically all his life. He is currently 4,700 hours into building his own biplane including meticulously fabricating all the parts himself!
Kelly Gatfield is an active, busy mother who is always pre-planning the logistical needs of her three boys and a teenage girl. Her love of all sorts of skylines literally takes her into the air as someone who flies hot air balloons and is teaching her daughter to do the same while she's also learning to fly airplanes.
Our Advice - Use a Checklist like Jerry and Kelly: As aviation enthusiasts, Jerry and Kelly will tell you they are taught to follow some serious pre-flight checklists because not doing so results in serious consequences that will be widely published across the tv screen in the form of accidents and injuries.
How you take care of your team and yourself at the event is as important as how you take care of your customers. The best way to take care of everyone is to do a regular scan of the current situation throughout the day just like a pilot would follow the I'M SAFE pre-flight checklist and reassess multiple times during the event as a pilot would during flight:
Mistakes happen most frequently when individuals are rushing, fatigued and in a compromised state of mind.
In an airplane or hot air balloon, the answers to the questions to the left can mean the difference between
a fun flight or a tragic one. In business, it can mean embarrassment, lost business, and even legal ramifications.
While you don't want your team eating and drinking in your exhibit booth, event halls tend to have extremely dry air, terrible concrete floors and your team will expend a lot of energy if they are properly engaging with the attendees. Additionally, they will likely be on their feet for more hours than they would
on an ordinary day.
Booth design and thoughtful event management can mean all the difference and create an environment
for engagement without needless risk.
Translation in Your Trade Show Booth
Care for the health of your team and your customers.
- Schedule breaks between booth staffing duty to allow for self-care and current customer follow-up; rest and time to follow-up will help your team reduce the stress of returning to an overwhelming inbox.
- Select a strong exhibit team who can recommend smart materials and booth designs to support stress reduction. For example, selecting adequate padding under your booth carpet and using plush carpet materials that can limit fatigue.
- Make sure there are plenty of hydration sources for your booth staffers working the event.
- Regularly check in with team members about their own personal I’M SAFE assessment and adjust as necessary.
- Design and encourage a checklist you can share with team members and attendees to keep self-care top of mind while you increase engagement.
Making these adjustments to your planning and execution will show your customers that you are determined to take care of your employees and you care about them too! Skyline Philadelphia can be there every step of the way to ensure a successful show.