Episode 7- Deanna Krause- How to Build a High Performance Booth Team
What is the episode about?
In episode 7 of The Expo Factor, Lee Ali sits down with Deanna Krause, a global expert in booth team performance and motivational leadership. With more than 20 years of experience in the live events industry, Deanna brings a unique blend of psychology, real-world practice, and people-first strategy to the exhibition floor.
This episode takes a deep dive into what really drives exhibition success. With the most important factor not being the size of your stand or how many giveaways you’ve ordered. It’s your people. Deanna shares how to build your high performance booth team. She also shares why your booth team are your biggest untapped asset, and how proper training, briefing, and leadership can transform event ROI.
Whether you’re planning your first show or refining a mature programme, this conversation is essential listening for marketing leaders, sales teams, and event professionals alike.
Key Takeaways for Exhibitors, Marketing Leads and Event Professionals
1. 85% of Your ROI Is Driven by Booth Staff
Deanna opens with a powerful reminder: your booth staff make or break your results. When staff are disengaged, under-briefed, or unsupported, no amount of flashy stand design will fix it.
“You can spend £100K on your stand, but if your team don’t know how to engage, you’ve already lost.”
Her advice? Invest in staff before the show. Train them. Brief them. Motivate them.
2. Great Briefings Build Great Energy
A team briefing isn’t just a morning formality instead it’s where your team culture is created. Deanna recommends a structured, energising start to each show day, covering:
- Your goals and KPIs
- Target audience and lead qualification
- Roles and shift plans
- House rules and etiquette
- A positive, motivational close
“People don’t rise to vague goals. Be specific. Be clear. Be human.”
3. Check In During the Day – Not Just at the End
Deanna emphasises the power of real-time leadership. Too many team leads wait until the end of the day to give feedback but by then it’s too late to adapt strategy or fix any issues that arise.
She encourages quick check-ins, energy resets, and moment-to-moment encouragement.
“Mid-day is when energy dips. That’s when your leadership matters most.”
4. Mindset Beats the Perfect Script
Confidence, empathy, and genuine presence are what attendees remember. Deanna’s advice? Prioritise mindset over memorisation.
Instead of micromanaging your team, empower them to be present, read body language, and connect authentically.
“When your team feel safe and confident, they naturally perform better.”
5. Lead by Example. Not by Clipboard
Exhibition leaders set the tone. Deanna urges show managers to be present, not just physically but emotionally. Celebrate wins, support breaks, recognise tension, and model calm focus.
“Your team mirrors your energy. If you’re calm, they’re calm. If you’re stressed, they feel it.”
One powerful tip: celebrate micro-wins throughout the day. Booked a meeting? High five. Sparked a great conversation? Acknowledge it. These touchpoints build morale and momentum.
The Best and Worst Booth Personality Types
When asked about the worst kind of person to have on a booth, Deanna is clear:
“The worst person to have on a booth is someone that is disengaged, someone that doesn’t want to be there, who is giving off an energy of apathy, or even frustration.”
That kind of energy is contagious and it can derail your entire team’s dynamic.
But the best kind of booth team member? It’s someone who brings energy consistently throughout the event not just in the first hour:
“The best ones are the ones that can keep their energy up all day. Because it’s not just the first interaction, it’s the last one of the day that could be the biggest deal that you’re gonna close.”
Deanna reminds us that exhibition success often hinges on stamina, attitude, and the ability to show up at 4:45pm with the same warmth as 9:00am.
What’s the real secret to maximising exhibition ROI?
It’s not tech, giveaways, or expensive builds. It’s people. When your booth team are properly trained, briefed, supported, and inspired, they connect better, convert more, and create a brand experience worth remembering.
As Deanna puts it:
“Events are emotional. The best teams connect on a human level first. Everything else follows.”
Ways to watch
Spotify – https://open.spotify.com/episode/6REZmuBao8yMEQ98jIUQaW?si=WMxmTXBeTTGSfQFMBwUMGA
Youtube – https://youtu.be/Y76fUqtyK2w?si=a_RrXuuCSAMHKC_Q
Or watch bite sized snippets on Tik Tok by following Expostarsinteractive!
About Deanna Krause
LinkedIn – Deanna Krause | Linkedin
Deanna Krause is a seasoned B2B marketing strategist who really knows her stuff when it comes to trade shows and events. She has exhibited at over 3,000 trade shows during her career, spanning more than 25 years. Her extensive experience includes working with a diverse range of companies, from small businesses to those listed in the Forbes Top 100 With a Diamond-level certification in trade show marketing (CTSM Diamond), she’s built a reputation for delivering measurable results that truly make a difference.
Based in San Diego but with connections worldwide, Deanna combines creativity with a practical, results-driven approach. Her expertise covers everything from planning and measuring trade shows to managing agencies, vendors, and even press and investor relations.
In addition to her consulting work, Deanna is an active educator and thought leader in the trade show industry. She regularly leads sessions at EXHIBITORLIVE, a prominent trade show and corporate event industry conference .
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