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Want Hugh Jackman To Answer The Call As Booth Captain?

Would you take a cell phone call in the trade show booth if Hugh Jackman was your booth captain?
Would you take a cell phone call in the trade show booth if Hugh Jackman was your booth captain?

Last week while Hugh Jackman was performing on Broadway in the play “A Steady Rain,” he broke from the script to chastise an audience member for their ringing mobile phone.  Co-star Daniel Craig piled on, too.

The two actors earned big applause from the theater audience for calling attention to the inconsiderate person who didn’t shut their phone off.  The cell phone owner let the phone ring for over a minute, offending the rest of the audience who paid good money to be there in person. 

I think Jackman and Craig would be so intimidating on stage because I’d alway have their major film personas, Wolverine and James Bond, in the back of my mind.  Tick off Jackman, and you might see the shiny tips of Wolverine’s adamantium triple claws.  Annoy Craig, and risk looking down the business end of his Walther PPK.

Perhaps you can see where I’m going with this.  Ever have a booth staffer get on their cell phone, even though your company paid thousands to exhibit at the trade show?  Not only are they out of commission to generate leads, but they are also sending a signal to trade show attendees that your company doesn’t care about them. 

Now imagine Hugh Jackman reading that staffer the riot act about his cell phone ringing and ringing.  And maybe shredding the cell phone with his long metal claws.

While that vision is satisfying to consider, alas, it would be a short-lived joy.  If you have to resort to intimidation at the show to tame your booth staffers, it’s too late.   No staffer wants to be called out in public, and they will pay you back with even poorer performance. 

The time to act is long before the trade show, when you are picking your booth staffers.  You want the kind of team player who knows they are there to take leads, not their cell phone calls.  Choose staffers who are personable enough to confidently engage with prospects, but not so overconfident that they arrogantly won’t take coaching, either before or at the show. 

Booth staffers will be more focused on taking leads and less focused on answering their phones when you explain just how much your trade show presence is costing your company at the show.  Make it very specific.  Tell them how much you’ve paid, per show attendee, just to get access to attendees.  Even share with staffers your show costs per minute.   But also share the company goals, including the expected sales the show will generate — if they help do their part. 

Once your hand-chosen booth staffers can see just how much your company requires their total commitment while they are staffing your booth, the less likely you’d need Hugh Jackman to be the superhero booth captain.  No claws required.

booth-staffing-guidebookWant to get more great tips on increasing your booth staff’s performance, and thus your trade show results?  Get your free copy of our 48-page Booth Staffing Guidebook filled with insightful articles, worksheets, and checklists by clicking here.

About the Author

Mike Thimmesch is the Principal at Thimmesch Marketing. For over 25 years, he has created and implemented innovative marketing, lead generation, and exhibiting strategies that profitably grow company sales and brand awareness. Mike rose to Director level at Skyline Exhibits, where he helped generate over a half million leads, resulting in over $1 billion in sales. He published 11 industry white papers and eight exhibiting books, presented over 100 trade show webinars, and wrote over 200 exhibit marketing blog posts.

2 responses to “Want Hugh Jackman To Answer The Call As Booth Captain?

  1. Excellent post Mike! I’ve watched many a captain using the “because I said so” parenting technique in the booth and you are absolutely right…it has a bad effect.

    Using the information you stated will make the staffers feel a part of something bigger. I would also add that it’s important to keep those who worked the show in the loop with what the results were over the next year. If a contract comes in because of a conversation that started at the show…let everyone know and give them the credit they deserve for their contribution.

    You’re still going to get some bad eggs that no amount of encouragement will make them want to be in the booth. Expect it will happen and work around them. Let their peers do the intimidating.

    Traci Browne

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