The following article was written by Jefferson Davis who runs Competitive Edge-an organization that helps companies improve their tradeshow performance and results.
"If you don't know where you're going, any road will take you there" is a famous quote from Alice in Wonderland. Unfortunately, it also describes the way many exhibitors approach tradeshows. Industry research finds that only 24% of exhibitors set objectives. Of those who do, a small percentage actually take the critical next steps of committing them to writing, developing a plan of action, executing and measuring results.
There are basically two ways to exhibit: exhibit by objectives or exhibit by hope. Renting space, sending your booth, products, literature and staff and hoping that things work out is the exhibiting by hope method. This is one of the primary reasons many companies don't reap maximum rewards from the tradeshows they participate in.
Exhibiting by objectives is the process of identifying your best reasons for exhibiting, converting reasons to specific goals, developing execution plans and measuring results. To begin the exhibiting by objectives process, you should ideally start six months before the show by asking yourself and key stakeholders in your company, "Why are we or could we be exhibiting?".
Here is a list of the reasons companies typically exhibit. Review carefully and select the top three to five reasons your company exhibits:
- capture leads
- write orders
- introduce new products
- demonstrate product capabilities
- create visibility
- maintain visibility
- branding
- create or maintain an image
- meet with key customers
- competitive research
- generate public relations/press
- customer/industry research
- test market an idea
- get customer feedback
- gain distribution
- meet with vendors, distributors, channel partners
- gain access to "no see" buyers
- advance a proposal already in process
Identifying your reasons is a good start, but to provide the necessary focus, reasons must be converted to SMART (Specific, Measurable, Actionable, Realistic, Timely) goals. For example, if capturing leads is one of your primary reasons for exhibiting, then your SMART goal might look like this "To capture at least 45 qualified leads by closing time." Every goal needs a planner and a plan. Once you've converted your reasons to SMART goals, the next step is to create a written action plan -- this will be the road map to achieving your goals. It clearly identifies the actions you must take to achieve the goal. A thorough plan will detail six elements:
- Goal: Statement of the SMART goal.
- Strategy: A broad brush paragraph or two outlining your game plan.
- Tactics: A list of the specific action steps you must take to achieve the goal.
- Timetable: Define when the steps will start and be completed.
- Responsibility: Define who will be accountable for each step.
- Budget: Define how much time and money will be allocated for each of the steps.
| Once your written action plan is created, assign the actions and timetables to the appropriate people and follow-up with them to ensure the actions are taken. Exhibiting by objectives takes effort, but the rewards are well worth it. It's the difference between "making expensive appearances" and "making money". Lay the foundation for exhibiting success at your next show by getting started now.
ABOUT THE AUTHOR: Jefferson Davis, President of Competitive Edge is known as "the tradeshow turnaround artist". Since 1991, he has helped companies improve tradeshow performance and results. His clients have written over $450M in sales from their tradeshow investment. You may reach him at 800-700-6174 or www.compedgetraining.com.
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