How to Brief Your Exhibition Team for Maximum Impact

Exhibitions are high-stakes environments. With foot traffic flowing, conversations happening on the fly, and countless brands vying for attention, it’s essential that your team not only looks the part—but knows what to say, how to say it, and who they’re saying it to.

One of the most overlooked elements of exhibition planning is how to brief your exhibition team effectively. Whether you’re using internal employees or hiring professional exhibition staff, a clear, focused briefing can make the difference between a stand that performs—and one that’s easily forgotten.

In this article, we’ll walk through how to create a solid exhibition staff brief, why it matters, and how using trained professionals (rather than solely your in-house team) can deliver stronger results.

Why Briefing Matters at Exhibitions
A good exhibition team briefing ensures:

Everyone understands the brand and messaging

Roles and responsibilities are clearly defined

The team is aligned on event goals

Conversations with visitors are consistent and impactful

Without a proper briefing, you risk confusion, mixed messages, disengaged staff, and missed opportunities. It’s not enough to hand someone a lanyard and some leaflets—they need direction, purpose, and clarity.

Internal Teams vs Professional Exhibition Staff: What’s the Difference?

Many businesses rely on their own employees to run exhibition stands—but that doesn’t always translate into the best experience for visitors.

Internal staff may:

Be unfamiliar with engaging large crowds

Struggle to identify qualified leads on the spot

Be too focused on their regular job duties to remain fully present at the event

By contrast, professional exhibition staff are:

Trained in lead qualification and visitor engagement

Comfortable initiating conversations in fast-paced environments

Briefed ahead of time to understand your brand, tone, and goals

Experienced in managing stand flow, handling questions, and delivering key messages

Hiring professionals doesn’t mean your team isn’t capable—it means you’re optimising your resources by letting each person do what they do best.

What Should Your Exhibition Staff Brief Include?
Whether you’re briefing in-house staff, professional hosts, or a mix of both, your briefing should cover the following key areas:

1. Your Brand Story and Values
Start by helping your team understand who you are as a company. Include:

A brief overview of your brand history

Core values and personality (e.g. friendly, innovative, professional)

What makes you different from your competitors

When staff speak to visitors, they’re not just selling a product—they’re representing your brand.

2. Key Products or Services
Ensure your team knows the basics:

What products or services are being showcased

Key features and benefits

Pricing (if relevant)

Recent updates or launches

You don’t need to overwhelm them with technical detail—but give them enough to answer common questions confidently.

3. Your Exhibition Goals
Clarify why you’re at the event. Is it to:

Capture qualified leads?

Launch a product?

Raise brand awareness?

Book demos or consultations?

When your team knows the purpose, they can tailor their approach accordingly.

4. Ideal Visitor Profiles
Who are you trying to speak to?

Job titles or roles

Industries or sectors

Company sizes or types

Give your staff a mental image of your ideal prospect so they can prioritise high-value conversations.

5. Key Questions and Conversation Starters
Provide a few helpful prompts, such as:

“What brings you to the show today?”

“Are you currently using a solution like this?”

“What are the biggest challenges in your role?”

This gives staff confidence in starting conversations and qualifying interest.

6. Lead Capture and Follow-Up Process
Explain how to:

Record leads (e.g. using an app or tablet)

Categorise lead quality

Note specific follow-up actions or interests

If your team doesn’t know how you plan to follow up, valuable leads may fall through the cracks.

7. Logistics and Practical Info
Make sure the team knows:

Their shift times and breaks

Dress code or uniform

Who their point of contact is

Emergency or health & safety procedures

What to do during busy or quiet periods

This helps avoid unnecessary confusion and ensures everyone is prepared.

The Benefits of a Well-Briefed Professional Team
When you hire professional exhibition staff—such as those supplied by London Exhibition Staff Agency—you’re working with people who are already trained in the core principles of event engagement. A good briefing allows them to quickly adapt to your brand and deliver:

Consistent messaging across every visitor interaction

Confident answers to product or service questions

Clear qualification of leads and useful data collection

High energy and professionalism throughout the day

Combined with your internal team, they can create a powerful presence on your stand, ensuring every visitor is welcomed, engaged, and directed appropriately.

Tips for Delivering the Brief
Use a written brief backed up with a short verbal session before the event

Include visuals (e.g. branded slide deck or product images)

Allow time for questions, especially from staff new to your brand

Assign roles clearly, so each person knows what’s expected

The more prepared your team feels, the more confident they’ll be when the doors open.

Briefing is a Strategy, Not an Afterthought
Your London exhibition stand might have the best design, great giveaways, and a prime location—but without a clear, thoughtful team briefing, you’re missing a vital link between your business and your audience.

By taking the time to properly brief your exhibition team—and by using professional exhibition staff who are trained in brand engagement—you can ensure your stand doesn’t just look impressive, but delivers results.