Just as the retail landscape is littered with beautifully designed stores that don't work, the trade show floor is filled with exhibits that must have sounded great in theory but are complete failures in reality. In the course of our research, we have observed several unfortunate pitfalls. I'm not an expert, but I play one at trade shows. Just as in any retail business, the nature of the first interaction at a trade show booth establishes the disposition for the balance of the visitor's experience. Yet, in an effort to save travel expenses and the valuable time of corporate staff, many companies hire local temporary help to assist in the booth.
Some companies actually hire pretty actors and actresses as the front-line pitch persons.
The role they play is that of someone who is knowledgeable about the product. Some actors are so good, they are mistaken for someone with actual product knowledge. Unfortunately, their level of knowledge regarding the product or business is rarely what it should be. Attracting the right audience is half the battle. If communication breaks down because an uninformed actor or temporary worker is placed in the position of answering questions, the battle is lost.