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Fashion Sense On The Show Floor
How to help your booth staff dress for success
volume #1, article #13
When it comes to dressing your booth staff you might be thinking "Not my responsibility", but think again. First impressions matter, and what your booth staff wears speaks volumes about your organization. Make sure your staff projects the company image you want people to remember. Here’s how:
Be Outstanding
If your staff can’t be easily differentiated from booth visitors, prospects are far more likely to leave than search you out. Use clothing to make it as easy as possible for visitors to locate and connect with your booth personnel.
Think Thematically
Take a look at your booth. Do you have a recognizable theme? Can you carry that theme through the workers’ outfits without embarrassing them? For example, if you have a beach or tropical theme, cargo shorts and Hawaiian shirts could work well. Keep in mind that very few people look forward to donning costumes. You want to keep your staff happy and productive – not hiding in their hotel rooms.
Adopt A Formal Dress Code
Put your dress code in writing and make sure that EVERYONE abides by it. This will promote consistency and help to avoid inappropriate attire. If you will be asking staff to wear a specific clothing item, such as black pants, give them plenty of notice so they’re not out shopping for the required item on show opening day.
Avoid Unisex Sizing
A petite woman swimming in a men’s shirt looks far from professional. If you’re going to order matching shirts for male and female staffers who will be working in your booth, make sure that both male and female cuts are available. Obtain samples and get staff to try them on before you order.
Use Corporate Name Tags
Generic show badges are functional but impersonal – everyone has one. Corporate name tags are an inexpensive way to set your staff apart from show traffic and reinforce your company’s identity. Choose name tags that won’t damage clothing, such as magnetic ones.
Don't Be Ridiculous
Would you buy a product worth $70,000 from a guy in a clown suit? Not likely. But you may buy an inexpensive toy or novelty item from that same person. Make sure that your staff is dressed to the level of what you’re trying to sell. And if there’s any doubt in your mind about dressing up, leave the costumes to the professionals.
Say " No" To Hats
Matching hats on booth workers not only looks silly, it makes them hot and gives them hat hair (which doesn’t go over well at the client dinner after the show).
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