Ask yourself: “What will you measure to know your exhibition or event is a success?”
71 % of exhibitors go to an exhibition or trade show without any specific goals or objectives (CEIR). This is a major flaw in any brands exhibition planning. The first step of any exhibition marketing plan should be to set out exactly what you are aiming to achieve.
Setting goals and objective will help you make the most out of your brand marketing spend. Select one or two primary goals and no more than 2 secondary goals. This allows your marketing plan to highly focused. The key is to make sure your goals are realistic, specific, understood by all involved and importantly, measurable.
Your goals need to be attainable but still challenging.
The goals should be very targeted and clear. Examples; 200 qualified leads, $50,000 forecasted sales.
From top management to floor staff, your goals must be communicated clearly so that everyone is on the same page and knows the objectives of the exhibition.
How will you track this goal, there must be a specific plan in place to measure what you are aiming to achieve.