Setting Trade Show Goals

Setting Trade Show Goals

Why?

The first step in planning your next trade show is to take some time to think about WHY you are exhibiting and set some realistic goals for the show's outcome.

Reasons for exhibiting will vary from company to company, but may include:

	Branding/Image Building
	New Product/Service Launch
	Product Sales/Orders
	Meet Existing Clients
	Prospecting/Lead Generation
	Evaluate Your Competition

Write Down Your Goals

With these reasons for exhibiting in mind, sit down and write out your goals for the show. Your goals should be realistic and quantifiable. If your goal is lead generation, for example, evaluate your expected attendee list and develop a daily lead goal. Remember, however, that lead generation is generally more about quality than quantity. You can scan name badges all day long, but if your "lead" is not a potential customer, you are most likely wasting your time and money.

A True Team Effort

Trade show goals and objectives must be shared and agreed upon by your show staff and those that will be following up after the show is done. When planning your exhibit marketing, logistics, display, staffing, and follow-up, be sure that key people are involved and have input.

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