Add the Human Touch to Your Live Events and Exhibitions to Optimise Visitor Engagement


In the dynamic world of exhibitions and live events, the impact of promotional staff can be a game-changer. At Expo Stars Interactive, we’ve seen firsthand how skilled promotional staff can elevate an event, turning casual attendees into engaged prospects and driving meaningful interactions. Here’s how to harness the full potential of promotional staff to ensure your next event is a resounding success.

1. Understanding the Role of Promotional Staff

Promotional staff are the face of your brand during an event. They can engage with attendees, distribute marketing materials, gather data, and often serve as the first point of contact. Their role is multifaceted, encompassing brand ambassadorship, lead generation, and customer service. The effectiveness of your promotional staff hinges on their ability to communicate your brand’s message clearly on an emotional level to the event attendee.

2. Selecting the Right Team

The selection of promotional staff should go beyond just a good appearance. Look for individuals who are articulate, personable, and who can develop a deep understanding of your brand and products. At Expo Stars, we emphasize training and a comprehensive pre-event briefing to ensure our staff are well-versed in the client’s objectives and can deliver consistent messaging.

Key Qualities to Look For:

Communication Skills: Staff should be able to convey information clearly and confidently.

Engagement: The ability to smile. attract and hold the attention of attendees is crucial.

Professionalism: Reliability, punctuality, and a polished appearance are non-negotiable.

3. Comprehensive Training and Briefing

Even the best staff need thorough preparation. Provide detailed briefings that cover the event’s goals, key messages, product information, and attendee profiles. Training should include role-playing scenarios to help staff handle various interactions, from answering technical questions to managing difficult attendees.

Training Tips:

Product Knowledge: Ensure staff are familiar with the key features and benefits of your products or services.

Engagement Techniques: Teach strategies for initiating conversations and keeping them interactive.

Data Collection: Train staff on how to collect and record attendee information accurately and discreetly.

4. Strategic Placement and Roles

Strategic placement of your promotional staff within the event space can significantly impact engagement levels. Assign staff to high-traffic areas and ensure they are positioned to intercept and engage attendees effectively.

Role Allocation:

Greeters/Engagers: Positioned at entry points to welcome attendees and provide initial information.

Product Specialists: Staff who can give in-depth product demonstrations and answer detailed questions.

Data Collectors: Focused on capturing attendee information for follow-up after the event.

Presenters: Professionals who can create a buzz and deliver captivating presentations to a large audience.

5. Engagement Strategies

Effective engagement is more than just starting a conversation. It involves creating a memorable experience that aligns with your brand values. Use interactive elements such as live demonstrations, games, or VR experiences to attract and engage attendees. Encouraging your promotional staff to use open-ended questions can also foster deeper conversations.

Interactive Ideas to leverage engagement

Live Demonstrations: Show your products in action.

Interactive Technology: Use VR or AR to create immersive experiences.

Gamification: Engage attendees with fun and rewarding activities.

6. Continuous Improvement and Feedback during the event.

After the event, gather feedback from your promotional staff and analyze performance data. Understanding what worked and what didn’t will help refine your approach for future events. Encourage staff to share their experiences and insights, as they can provide valuable information on attendee behaviour and preferences.

Feedback Methods:

Debrief Sessions: Hold meetings with staff to discuss the event before the start and end of each day.

Surveys: Collect structured feedback through surveys.

Performance Metrics: Keep score and analyse data such as lead generation numbers and engagement rates.

7. Balancing Technology with the Human Touch

Incorporating technology can enhance the effectiveness of your promotional staff and elevate attendee engagement. However, technology alone isn’t enough. The human touch is crucial for encouraging attendees to interact with event technology. Promotional staff can guide and motivate attendees to use apps, VR setups, and other tech tools, making the experience more intuitive and enjoyable.

Tech Tools with Human Support:

Lead Capture Apps: Promotional staff can demonstrate and encourage the use of lead capture apps, streamlining data collection and follow-up.

Tablets: Equip staff with digital resources to aid in demonstrations and provide detailed product information.

Information Kiosks : Staff can engage with attendees to encourage them to explore the information on the kiosk.


Promotional staff are a critical component of any successful exhibition or live event. By selecting the right team, providing comprehensive training, strategically placing staff, employing effective engagement strategies, and continuously improving based on feedback, you can maximize their impact. At Expo Stars Interactive, we believe that well-prepared and motivated promotional staff, complemented by the right technology, are the key to transforming events into unforgettable experiences.

For more insights and professional promotional staffing services, visit us at Expo Stars. Let’s make your next event a standout success.

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Adam Parry
Author: Adam Parry

Adam is the co-founder and editor of Adam, a technology evangelist also organises Event Tech Live, Europe’s only show dedicated to event technology and the Event Technology Awards. Both events take place in November, London.

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