The biggest misconception about hiring and using Brand Ambassadors at trade shows is that their one and only job is to help sell a product or push a promotion.
For this reason, Brand Ambassadors are rarely seen at trade show booths run by complex technology companies. I have even heard push-back from these tech companies who believe that their product is too complex for a BA or event staffer to explain.
While this is a valid concern, complexity is actually a great reason to hire event staff for your trade show booths. To give you proof, I want you to step away from your trade show and think about a surgery at a hospital. This complex medical procedure is performed by the surgeon. He is a highly skilled individual who has studied and practiced for the right to perform the most sophisticated task at hand. However, the surgeon can only do their job because a team of doctors, nurses, and techs assists them. Someone is there to draw blood, to give anesthesia, monitor vitals, etc. In a way, this is no different from running a trade show booth. It’s an event that takes place in real time. It’s a situation that will run smoother with a team working in unison by each performing their specific task. In the case of the trade show, the sales rep replaces the surgeon. Your Reps are the highly skilled professionals tasked with the most importan