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Setting Objetives
Why you need them and where to begin
volume #1, article #14
By Dianne Smirl, CME-Designate
In North America alone there are over 13,000 tradeshows annually, and exhibitors collectively spend millions of dollars to participate. But how many of those exhibitors have a clearly defined purpose or goal for attending any given show? When asked, a good majority will respond "because my competition is here" or "because our customers are attending". While both are valid reasons, neither provides a strong rationale for the required investment in exhibitor fees, marketing materials and travel costs. Sooner of later, you will have to justify your expenditure to management and yourself. Here is how to get the ball rolling:
Ask Yourself What You Want To Achieve
Are you looking to gain exposure in the marketplace, or perhaps enter an entirely new market? Do you want to collect qualified buyer leads? Or are you hoping to sell 100 widgets? Whatever the answer, make sure you ask the question. Develop one or more measurable objectives based on the answer.
Translate Your Goals Into An Action Plan
With concrete objectives in place, you can now articulate to your booth staff what you hope to accomplish at a particular show, and chart a strategy for reaching your targeted result. For example, if your objective is to collect 100 qualified leads over three days, you can break down that number based on your number of booth staff, assigning a specific target to each staff member. That way everyone has a clear idea of his or her responsibility at the show.
Revisit Your Objectives Regularly
Take a fresh look at your exhibit marketing objectives each year when you start your show selection process. Decide whether you need to refine or change them. Just like bathing suits, what fit one year might not the next.
Don't Act In Isolation
Setting objectives isn't a process you should undertake by yourself. It requires the input of your entire marketing department and possibly your upper management. Exhibit marketing objectives should always tie in with overall corporate marketing objectives.
Measure Your Success
By setting measurable objectives, you instantly give your program more credibility as a vital part of the marketing mix. You also give yourself a tool to quantify your success at the end of the year, and to justify future expenditure on trade show participation. Remember that setting objectives doesn't have to be too intensive. Most professionals have just one or two specific goals when exhibiting at a show. And don't forget to share your show objectives with your staff. If they don't understand your desired end result, they're in no position to help you achieve it.
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