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 Products & Services Learning Centre Exhibitions Set Your Exhibition Goals
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Set Your Exhibition Goals
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A good exhibition program should be planned to support your company's overall marketing objectives. If your goal is to break into new markets, attend shows that serve those potential customers. If you want to solidify relations with existing customer segments, plan your exhibition schedule to focus on those groups and individuals.
Specific Objectives
Too often, companies attend exhibitions simply because "our competition will be there." By setting very specific objectives for each show and then planning your exhibit to meet those objectives you can dramatically increase the return from your show investment. Here are some of the specific objectives many companies set for a exhibition:
- Build your company's image
- Write contracts and orders
- Launch new product lines
- Generate sales enquiries
- Meet existing customers
- Canvas your competition
- Recruit dealers or employees
- Inform/educate your marketplace
Results You Can Measure
Next, set quantifiable objectives for your exhibition. If your goal is to generate sales inquiries, for example, calculate the exact number of leads you should expect from a show, then plan and staff your exhibit to meet that objective.
Put It in Writing
Finally, put your trade show goals and objectives down in writing. A written plan can help build support for these goals and provides a useful tool for measuring exhibition performance. |
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