There is a behavior exhibited at trade shows that is normally displayed in middle-school cafeterias across the Country. It’s known by different names:
Clustering. Clumping. Bunching. Huddling. Herd-clinging. Group hugging.
If those names aren’t evocative enough, try the following word picture: booth staffers … rather than station themselves throughout the booth at intervals (at-the-ready to engage attendees) stand together in one large cluster, or a few smaller clumps, animatedly talking to each other, and ignoring the outside world.
Sounds pretty much like a middle-school cafeteria, doesn’t it?
But in middle-school, this is age-appropriate behavior. On trade show floors … not so much.
These “honey clusters of reps” form barriers to everyone on the outside looking in; read: attendees. And to extend the middle-school reference, remember how hard it was being the new kid and having to approach a lunch table filled with kids that were laughing and talking with one another and paying NO attention to you AT ALL? Or even, dare I suggest it … approaching … THE COOL KIDS TABLE?
Well, I’m here to tell you that it doesn’t get easier as you get older. We all prefer to be invited into–rather than have to break into–the group. No matter your age, clusters of self-involved people are intimidating. Nobody wants to break up the party.
The reason for this behavior, however, doesn’t come from a place of exclusivity or snobbishness … it’s comes from feeling intimidated by working on a trade show floor. These staffers, in reality, are terrified, and as long as they stay close together … in a pack … focusing on familiar faces … they can avoid their greatest fear of all: having to deal with total strangers strolling in off the aisle.
On-the-ball tradeshow managers are quick to discourage this circling-of-the-wagons behavior, often using the time-tested (firm) directive, “Okay, gang, let’s break it up.” That’s the short-term solution. The long-term solution is, of course, proper booth staff training.
As the employees re-position themselves throughout the booth, the physical boundaries they created vanish, and the booth resumes being an open, well-organized, and inviting space. Visitors can now see individuals … smiling individuals … who are available to them, rather than a clinging Gang of the Indifferent.
Furthermore, well-trained staffers–rather than wait to be approached–will walk into the aisles, smile, and expertly engage their prospective customers. This is the hallmark of hospitality.
So, this is a note to all exhibitors; keep breaking up those private enclaves, and make sure your booth staff remains open to your visitors. Better still, invest in some quality booth staff training.
Reserve that herd mentality for pre-show meetings, post-show cocktails, and the next middle school luncheon appointment.
And don’t ignore the new kids. They just want to be invited to the table.