In many B2B markets, promotional spends are low. On average, most money goes below the line (BTL: more, wikipedia), and in many industries the biggest spend of all is in trade fairs. In consumer markets the big spends are ATL.

In the classic marketing mix, this means sales and marketing in B2B are channelling already tight budgets into P for place. Go out there, meet the customer, be seen, talk, listen, sell…

I know my boss paid loads for this stand … but I’m bored.

So if you’ve invested valuable resources in a trade fair stand, which will typically cost tens (if not hundreds) of thousands to design, create, transport, set up, staff and operate, for heaven’s sake USE IT PROPERLY. The biggest impression made by your stand, once visitors have marvelled at the demos, pictures and exhibits: the people on your stand.

Thus:
- train them (soft skills and product knowledge!)
- give them frequent breaks
- if they drink at evening events, don’t have them on the stand the next day
- ensure they really want to go on the stand!

Too often, juniors are sent to trade fairs as seniors are “too busy to attend right now”.

So beware, they might just sit there, look bored, do their emails, watch people drift pass… and just imagine how damaging that can be for your image.