How Lean Six Sigma Can Improve Your Exhibit Program

management

Many people in manufacturing are familiar with the Lean Six Sigma (LSS) business model that aims to reduce waste and improve the quality of deliverables, but how does it apply to exhibiting at trade shows? Here I outline seven LSS principles exhibit managers can immediately apply to their own trade show practices. By Martin Smith

Martin Smith is an EXHIBITORLIVE faculty member and, with nearly three decades of experience, is a leading expert in consumer buying behavior and purchase experience metrics. Smith attained the prestigious level of Lean Six Sigma Master Black Belt Sensei in 2000, and his consulting firm, BuyingBehaviorMetrics LLC, has helped many corporations implement continuous-improvement methodologies in areas ranging from accounting to warehousing. He is also the author of two books: "The New Exhibitor" and "The New Lean Six Sigma: Orange Belt for Exhibitors."

Principle: Strive for Continuous Improvement
Practice: Develop Additional Skill Sets

Event managers should create a culture of continuous improvement in all aspects of their programs. This mindset is the core tenet behind applying LSS to the trade show and events industry. It involves creating a culture where everyone is working to do things better instead of stagnating in the status quo. Empower your team to develop new tools and processes to move your company forward in exciting ways. Doing so creates a dynamic and thriving work environment that will lead to better results on the trade show floor.

Principle: Mold Your Team
Practice: Focus on Key Behavior Indicators

Too many exhibitors are obsessively results-oriented, focusing solely on key performance indicators (KPIs) such as return on investment (ROI) and return on objective (ROO). Unfortunately, that is where many program managers stop when they should be paying keen attention to key behavior indicators (KBIs). This requires monitoring staffer performance. Are they friendly and engaging with booth visitors? Are they sharing best marketing practices with each other as a way to learn and improve? Or do they huddle and stare at their phones instead of creating funnel-filling interactions with attendees? Effective leaders notice and promote positive behaviors while discouraging negative ones. In pre-show meetings with your team, explain what you want and do not want to see, and then draw attention to specific positive examples at an end-of-day huddle.

Principle: Remove Bottlenecks
Practice: Become Process Oriented

Not many marketers can define a process for replicating trade show success. LSS helps exhibitors develop the tools necessary to create impactful in-booth experiences that move prospects through the sales process. Say you're aware that a majority of attendees think your company's prices are too high. Your exhibit design should include elements that help you overcome these objections, such as a graphic or presentation emphasizing your value proposition in relation to your competitors.

Principle: Adopt a Holistic Approach
Practice: Don't Blame the Booth

When a trade show is deemed a failure, marketers look to blame the exhibit, e.g., "Our graphics were boring." or "We should have been closer to the main aisle." While the booth may be part of the issue, the real problem started much earlier. LSS exhibitors know to take a holistic look at their programs to determine where the breakdown began – probably during the planning or design phase – and implement processes to correct and improve the program moving forward.

Principle: Be Flexible and Responsive
Practice: View Your Exhibit as a Lab

Say you notice that visitors are really engaging with an activation that's buried in the back of your exhibit. Can you rearrange your displays so the activation is more prominent? LSS helps marketers see their exhibits as labs where they can continuously experiment. Therefore, prioritize incorporating flexibility into your exhibits during the design phase to make your booth dynamic.

Principle: Talk to Your Audience
Practice: Solicit Attendee Feedback

Too few companies recognize that face-to-face marketing is an opportunity to learn directly from their target audience. Consider conducting exit surveys asking visitors for feedback on their in-booth experience or about particular activations. After the show, mine the results so you can make necessary changes before your next event. Remember, this is about continuous improvement.

Principle: Work for Your Customer
Practice: Address Prospects' Fears

Imagine you're a maker of electric vehicles (EVs) at a dealership show, and you know many attendees are concerned about the Tesla business model where dealers are cut out of the process. Instead of focusing solely on your latest vehicles, you would be better off showing prospects how your business model is to distribute your EVs through dealerships. Identify attendees' fears and address them.

If you want to learn more about LSS and how to integrate it into your trade show program, save a seat for Lean Six Sigma White Belt for Exhibitors, Smith's half-day workshop at EXHIBITORLIVE. Learn more here.