Importance of Setting Objectives For A Trade Show

Here are some great tips for maximizing your return on investment (ROI) from your next trade show:

- Setting SMART Objectives for exhibiting programs is very necessary as it helps to make short and long term strategies.
- Accountability - Everyone should agree to meet the specific objectives that have been set.
- Booth Behavior - Each person must learn the 'art' of presenting themselves to their audience, they should be aware of negative body language and develop a positive 'UP' attitude.
- Sales techniques - Learn the specialized 'show' sales techniques to help complete the objectives.

The tips provided by readers show a common theme - successful shows are the result of a structured approach to exhibiting. Let's get started with this motivating overview:

"If you don't know where you're going, you won't know if you got there. And even if you did, you won't know where you are! Know your objectives for a show, implement tactics to help achieve them, and then follow up after the show to see if they worked. This is TradeShows101 and the most likely area to be overlooked."

- Patti Burge, World Access

Not every show should get the same set of goals. What determines the variations in objectives between shows? It's all about matching attendee interests with your company's purpose in communicating with them. Attendee interests can be understood by doing pre-show research (often done during the show selection process). Your specific communication purpose is where your products or services meet the audience interests - What's In It For Them?

"Before a show, always decide what your goal for that show is, and tailor your booth presence and tactics to that goal. If you are trying to sell a lot of product you will have a much different strategy than if you are hoping to introduce people to your product or just do general marketing for your company! A focused approach is much more effective than a scattershot one."

- Rae Cirricione, WizKids

As always, don't forget all of the great promotional products you can hand out at your show! People love custom tote bags, eco-friendly promos, and custom pens, so call Motivators today and we'll get you all set with the best imprinted promo products out there!

Remember Pre-Show Publicity try and make last minute phone calls to your 10 best prospects, invite them to the booth.

Post-Show evaluation
- Survey booth workers

- Survey attendees to get their opinion of staff, booth, and the products and services offered by the company.

Trade Show Evaluation

One of the most important part of a trade show is following up on all leads obtained from the event in a timely manner and conducting a post show evaluation. Evaluation is a key component of any marketing technique.

It is the best way to gather all the important information on the last day of the show to hand out a post-show evaluation form to all who worked the exhibit that asks them for their opinions, concerns and suggestions. This data should then be quickly summarized, evaluated and distributed within a week or so to management with your added recommendations to make the necessary improvements before the next show.

Post-show planning includes a multiple contact plan. Call the most serious prospects first. You should follow-up with all your leads within 48 hours of the show by email or phone. Continue to execute good prospecting and sales techniques to develop a healthy professional relationship.

Email all booth attendees who provided contact information (regardless of whether they are good prospects or not)
- Say "Thank You" for stopping by your booth
- Extend the offer of the trade show
- Offer your product/service solutions

With qualified prospects, still send an email, but also state that you will call to arrange a time to meet or discuss next steps.

When you’ve compiled a complete evaluation of the show, a final evaluation should be sent, including a list of recommended changes so at to plan better in the next show. It is also a good time to reconfirm goal of making the trade show exhibit function one that is effective, efficient and accountable and do appreciate the help and support you’ve received.

Conclusion

The post trade show exhibit evaluation is one of the most important tools you have to make known what’s needed to improve, advance and guide the future of your trade show program’s effectiveness.
The uniqueness and beauty of today’s trade show exhibit environment is that it is a live event where modifications, improvements and innovations are necessary.
By effectively utilizing post trade show exhibit evaluations, you’ll stimulate the process of constructing a more intelligent, well respected and supported approach to exhibiting by solving acknowledged problems one at a time while enjoying management’s support and cooperation.