Exhibition News October 2018 - Page 47

COLUMN: STAFF TRAINING Dumb and Dumber Trevor Punt, MD of TBG Group and author of the Disruptive Exhibitionist blog, says tech is great, so why aren’t we using it internally? I recently had the chance of speaking to an HR director at a leading organiser who mentioned that her company had an intensive “brainstorming” away-day to discuss trends in the event industry and the adoption of technology in their trade shows. After listening for a while, I asked a question: “You’ve talked a lot about technology and the importance of it on trade shows, but what about staff training?” The disappointing truth is that while staff training probably should be a trend in the trade show industry, it’s not. Recent research has shown that only 26 per cent of exhibitors conduct event training and fewer organisers are conducting training of their front-line staff. That means that your staff, and those participating in your events, are likely to be dumber than they used to be! For exhibitors, there is increased scrutiny of their marketing spend. Lead acquisition is constantly given as the most important objective for exhibitors investing in a trade show and the quality and VFGbVG2vVW&FVB2F&V7B7B&WfVVRvVW&FFR6bG&pbG&FR6r7Ffb2frGfW'6PVffV7BG&FR6rVffV7FfVW7226W0WFFw6֖&ǒf"&v6W'2FW&^( 27G&p6'&VF&WGvVV7FfbG&r@fW&&W7VG2VFW'7FFr&V7FfW0BrFVVB6W2&WFr@W&F7G&FVvW26W2FBG&FV"7Ffb&R&PƖVǒF6VR7&V6VB&WGW&2FF6PvFB'WBFW7FRFB66V6P6'&VFf"F&v6W'2&Prf7BB6RvFFRvFW'VWfVG2VG'W7FrFVFFRfFRbЧ&W&VBW'6VG&rffV7G2VV^( 2 W&f&6R6FfVǒG&r2FfFf7F"v6V6W2FPvVFvRbFRVVRFv&G2FP"'v6VVW2&V6R&f6V@FV"'2BFW&V6R&RFvfP&WGFW"&W7VG2FFFG&r26VV2W6VgVV2b6rvF6vW0f7FW&VB'FV6v6fF&W@6WFF&v6F7G'V7GW&pB7B'FFǒB2W&RFV6RVVRW&f&6RGFW"rV6FV6w2VVBB6r&W7VG2&R@wV&FVVBBBvWfW"&W6RVখFW&7FbF6Rv&RvVG&VBWfVR&BRFWF2VVR6আfRFWG&VFVffV7BW"WfVB@fW&6&GV7FfG( f6F'2F( @vBF&RvFpF&VvVG&VG0b67&VV2Ff@WB&WBWfVN( ФBFRVBFW&^( 2BbFưFRWfVBGW7G'&WB'Ff6FVƖvV6RWfW'&G2W6FVBBFPWfVbfW7FVB276fRFP'GVFW2&RVFW726VB7VVBW&Vv7G&F6fRFV&'7Ffb67G2VF&WFr'GVFW2B&fP6V7W&G^( &R&&&ǒVrBpvFWBvrBN( 2W7FFVBFB#PW"6VBbWfVB2FR&WBffW 6RWfVb2FR&ƗGF&V6v6Rf6W0BvWBFF&WBGFVFVW27VVFpW&Vv7G&FB&vRWfVG2琦&vRW62fW7Ff2&RrW6rf6&V6vFF&Fǒ66GFVFVW2@FVFgFVFFW'&"F&VG2RbFP7B&W76r77VW2f"WfVB&fW760FFf6F'2F( BvBF&R&FW&VBvFvFrF&VvVG&VG2b67&VV2Ff@WB&WBWfVBFWvBf&FrBGv֖WFW2Gv֖WFW2WfVB2WFW&GvBVRBWfV@vB2F6FV"R&WBFRWfV@BvWBF&vWFVBf&FFR&6RbFP6F&B2ƖVǒF&RFRWB&rFrॖW2FW&R2FR&ƗGF6fR&V7W'&rVW7F2FRFW"7Ffb'W6r6F&G2FVƖvVFǒ'WBV6F2FRFffW&VFF"&WGvVVv@6Bw&VB6VffV7FfRG&rBFWfVVB&PfW7FVBFRV&W6W&6W2`&v旦FvF&FVFFPBr&vR&WGW&2V6rFPFVFF6WfR6WFFfRVFvR@FVF7VFrVVW2vF&RGf6VBFV6wBGFp&'W7B6WFV6W2B62FFRFPgV7F2B&672bWrFV6vW27W&RvRfR6rW"6&@W"g&VG2&F7VW2VW7F2'WB6&RW6VBf"B&RFFVƖrW0W2g&G&FR6rW'7V7FfRV27G&VƖRW&F2BFW26&Pb&62&6W76rF62'WBWfVG2&P&WBf6RFf6RFW&7F2bvR7F'B6rFR&Rb7FfbG&pFRG&FR6rGW7G'B&frG07&VVFfVRfW"FRBFV6wBv&V6RG&VFrF2खbW"6FW6( BfR'VFvW@f"7FfbG&r"b6V"vVV@FW6( B7W'BFRFVbG&p&w&RFN( 2BFWVFRW7Ff6Ff"6&rFR&W76&ƗGbFWfVp7Ffb6WFV6W2vWFW"^( &R&RF67&VvRWVVvFf"RFR6W76g&&fW76G&W""w&vRW"7FffW'0FvWFW"f"#֖WFRv&6FBPW'6ǒVBFN( 2&WGFW"FG&pvG6WfW"FVG&6FR&W7VG2bF6PVff'G2v7BW7F&Ɨ6VB&V6&2@W6RWF62FRFR66Rf"vW"'VFvWB6VB6VFR6F2f G&rBvB6VB&RFF'f 6ƖVBf6r67FfbV&W'2vB6VB76&ǒvw&sW&FWw26V7F&W"#C