Booth staff: Encounters are decisive – not just design

A trade fair stand can convey many things: brand values, product worlds, design ideas. But in the end, it is the people at the stand who decide how a company is perceived. Booth staffare not accessories – they are the front line. They are the moment that decides whether someone stops or walks on. Whether interest turns into a conversation. Or not.

The presence of staff often carries more weight than any graphic display. Those who make eye contact, listen, and take questions seriously leave a more lasting impression than even the best trade fair concept. Nevertheless, this factor is often neglected in planning or reduced to the bare minimum. A mistake that costs impact.

Booth staff are more than just contact persons

Trade fairs are not about transactions, but about relationships. Booth staff embody the company through their attitude, tone, and reactions–but also through what they don't do. Is someone ignored even though they show interest? Are conversations interrupted because someone more important comes by? All of this leaves an impression.

The communication skills of staff are crucial, especially at international or thematically demanding trade fairs. Not only in terms of language, but also in the way topics are conveyed. Those who explain should not lecture. Those who advise should not judge. The quality of the conversation shapes the memory.

Between expertise and social skills

Finding good booth staff is no easy task. It's not enough to put someone with a smile behind the counter. You need a profile – depending on the topic, the target group, and the trade fair format. Sometimes technical depth is crucial, sometimes quick orientation, sometimes emotional intelligence.

This means that selection must be made consciously. Not based on gut feeling, but according to clear requirements. Anyone acting as a representative of the brand on site must know what it stands for – and how it speaks. This applies to permanent employees as well as external staff.

Briefing is not a formality

Many problems with presentations can be traced back to a lack of preparation. A good briefing includes not only facts, but also attitude. How openly should issues be addressed? Which topics are in the foreground? How should critical questions be handled?

Typical points for a structured briefing:

• Brief introduction to the brand, goals, and target groups of the trade show
• What should be said – and what is better left unsaid
• Behavior when dealing with the media or sensitive topics
• Internal processes: Who is responsible for what during conversations, leads, escalations

Even things that seem obvious are included: clothing, language, manners. An inconsistent appearance stands out – rarely in a positive way.

Atmosphere is created by people, not systems

Many trade fairs are visually similar – especially in industries with high competitive pressure. What makes the difference is the conversation. The smile. The commitment. Booth staff shape the impression of a brand much more than it seems at first glance. And often much longer than one might think.

Good teams have the same effect on visitors and colleagues alike: they are motivating, confident, and present. Bad teams create uncertainty. Anyone who appears uncertain at the booth will not be perceived as a convincing business partner. This can be avoided through selection, training, and trust.

Those who make an impression need support

It is astonishing how much is demanded of good booth staff – and how little support they sometimes receive. Long days, standing all the time, conversations every minute – and still appearing friendly, competent, and confident. This is only possible if the team is treated well. With breaks, appreciation, and genuine interest.

Booth staff are not service providers on call, but part of the communication strategy. Those who understand this act differently: they seek feedback, show consideration, and communicate clearly. And they ensure that the people who represent the brand to the outside world also feel well integrated within the company.

Conclusion: The stand is the stage – the staff is the effect

A good trade fair appearance is not created by space, but by encounters. And these encounters are shaped by people. The booth staff determine the atmosphere, the depth of conversation, and the after-effect. They are not an addition–they are central. Those who invest here gain more than contacts: they gain trust.