This is the kickoff to a series of posts about vital facts you need to know about choosing a spokesperson for your trade show booth. There might be three posts; might be seven--I'm not sure yet! But to kick it all off:
First vital fact you need to know about choosing a spokesperson:
Hair color, eye color and height don't matter.
Since many clients hiring a presenter for the first time have the "booth babe" [cringe!] model still in mind, when asked what they want, they might automatically respond, "Blond, tall, attractive."
WRONG! (and I'm not saying that just because I'm not tall or blond!) :-) I know many tall, blond, attractive woman, and they are wonderful people. Are they the best to represent your product? Maybe, but you don't really know, do you?
But I'm not so naive as to tell you that appearance doesn't matter. Of course it does! This spokesperson is going to be your chief sales and marketing rep for the duration of the trade show, the face that everyone walking past the booth will see and associate with you and your brand. Of course appearance matters. I'm quite sure that my slim build and dimples were factors in many of my clients' hiring decisions!
So what do you need to consider in terms of appearance? What is most valuable to consider when hiring a spokesperson to represent your company? A few things to consider in comparison to your own company's image and message:
- Hair style. Is her hair style young and hip or tidy and conservative?
- Eyes. In her photos and video, are her eyes reserved and authoritative like a news reporter's, or warm and engaging, like your marketing manager's? Do you feel that she is delivering a story or having a personal conversation with you--or something in between the two?
- Smile. Is her smile friendly, professional, inviting or a bit distant?
- Stature. While stature usually doesn't matter, you might consider it in comparison to your products. Do you have large industrial machines that call for a more substantial, blue-collar look? Or would your clients respond better to someone who is petite and aristocratic?
- Gender. What would appeal more to your clients--a woman who is seen as welcoming and approachable or a man who is perceived as more authoritative? (I'm not saying that men or women are one or the other; this is about perception and reception.)
Feedback is welcome, from those who have hired spokespeople and those who haven't!