Setting exhibition goals and objectives

When you are deciding to exhibit you need to be certain that the exhibition you have chosen fits into your overall sales and marketing strategy.

Before you book your exhibition stand space, ask yourself the following questions:
• Why am I exhibiting at this show?
• What products/services will I be exhibiting?
• What do I want to accomplish?
• What will I be doing to achieve the results?
• What image do I want to project?
• How does this specific exhibition fit into my sales and marketing plan?

Your answers to these questions will help you form specific objectives that you need to establish to be a successful exhibitor. The objectives you set should be measurable and obtainable. You will find it much easier to measure and judge your success if you are specific with your objectives. For instance, you can set a specific number of show leads to generate, appointments to make, units to sell.

Your exhibition objectives can be as challenging as you want to make them, but remember you and your stand staff want to succeed, so be realistic, particularly if you’re exhibiting for the first time or setting show objectives for the first time.

There are 6 principle reasons why companies choose to exhibit:

• Build Sales
• Improve customer relationships
• Conduct market research
• Generate media relations/PR
• Build brand awareness
• Build and support sales channels

When you are setting your show objectives, consider each of the above to determine why you are going and what you want to achieve.

Can this show deliver on your objectives?
To find out, get as much information as possible about the exhibition you're considering.

• Ask the show organisers for a copy of last year's registration form and an attendee profile. This will tell you who you'll meet on the show floor and will help you match your target audience to the expected visitor audience
• Ask for the names of other confirmed exhibitors, and search the list for your competitors
• Ask past exhibitors and attendees what they liked and disliked about the show, and whether it met their buying and selling needs
• Ask show management how they plan to promote the show, and what they will do to help your ideal prospect find you there

Select the exhibition because you believe it can deliver on your show objectives not because your sales team thinks you should be there or because the show organisers tell you your competitors are there.

Knowing exactly what you want is a necessary element of success. Make sure that you understand your objectives. Make them SMART:

• Specific
• Measurable
• Achievable
• Realistic
• Timebound

“For more help and guidance with regard to Exhibiting or your Exhibition Stands and Exhibition Design please contact The London Display Company”

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