Organizers of last year’s AAPEX (a show for the aftermarket auto parts industry that is held at the Sands Expo in Las Vegas), decided to up their attendee engagement game by hiring 35 customer service staff members they called “Ask Joes” to help people.
According to show management, the Ask Joes were selected for their ability to meet and greet attendees with enthusiasm. They also received comprehensive training and were stationed at custom-designed Ask Joe Service Stations throughout the show floor. As a result of this effort (along with other ongoing initiatives), 93 percent of attendees rated the event as having met or exceeded their expectations.
AAPEX also outfitted the Ask Joe staff in custom gray and black shirts as a way to pay homage to automotive service professionals, who represent a large buyer category at the event. This is a great example of using logo apparel to reinforce a brand identity.
At the close of AAPEX, the team of Ask Joes made one final and lasting impression on attendees. In group formation, the Ask Joes delivered spirited high-fives and boisterous “thank yous” to attendees as they exited the event at the Sands Expo.
The lesson learned here is that despite all of the apps, smartphones, free Wi-Fi, automated kiosks, and other technology, people prefer to deal with people. It’s the reason that trade shows, expos, and conferences are still flourishing today.
Some exhibitors go through the motions of being at a trade show but don’t really connect with the attendees. Make the most of your trade show experience every time. Not sure how? Call us– We can help!
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