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Your trade show sales and advertising plan should inform any executive at your company why it's a great idea for you to be exhibiting at the trade show you are planning to select. Consequently, it's critical to include in the plan quantifiable, measureable targets and goals for the show. As you create your goals, you will want to bear in mind that when the show is over, you will need to gauge your success in regards to how well you achieved these targets and objectives. Keep them reasonable.
First, you need to have targets and objectives for the products and services area of your company. If your company offers a multitude of products and/or services, then you are going to have to narrow your focus in this area to just a few objectives. As you begin to do this, it's imperative that you keep in mind the requirements, needs , and objectives of your key prospects who will be attending the trade show. What services and goods do you offer that are going to be most interesting to your most important visitors?
Goals in the services and products families should not necessarily be sales-based. Rather, they will work better if based on Return on Objectives (ROO) which looks to specific activity goals and checks to see if they were accomplished. Targets that might fall into this grouping might include any of the following:
- A demonstration of product or service features and benefits
- A side by side comparison of your products or services with other solutions or vendors
- A demonstration of an improvement in a service or a product
- A spotlight on a new product or service
The second category for which you should have measurable targets and goals is marketing, sales, and research data points. Even if you are already working with your qualified leads when it comes to this category, widen your focus a bit! Think outside the box a little with this class and talk to some other departments in your company. Is project management or is R&D working on something that could profit from exposure at this trade show? Ask around. You could be stunned at what you learn and the new concepts that grow.
Keep in mind that every time you exhibit at a trade show, you will want to create a new selling plan for that show. Although,when it comes to the networking as a goal in itself, you may notice that your objectives and goals are the same everywhere, show to show. It's likely the only actual difference you may see in this category is quantitative - the number of events and contacts you might hope to achieve will change depending on the specific show.
At the end of the goals section of your sales and marketing plan, you want to list your quantifiable goals. These goals are what you will track to discover how successful your exhibition at the trade show truly was. Examples of measurable goals could be:
- Make contact with a certain number of key prospect decision makers.
- Set up a certain number of sales meetings per salesperson to take place at the show.
- Establish a certain number of new leads.
- Have a certain number of meetings with the media at the show.
When you arrive at the trade show, and during the course of the show, you will be able to tell who planned for the show and who did not bother to plan. You will see how much better your team looks and how much more successfully your team functions solely because you took some time to make preparations for the trade show and set these goals.
First, you need to have targets and objectives for the products and services area of your company. If your company offers a multitude of products and/or services, then you are going to have to narrow your focus in this area to just a few objectives. As you begin to do this, it's imperative that you keep in mind the requirements, needs , and objectives of your key prospects who will be attending the trade show. What services and goods do you offer that are going to be most interesting to your most important visitors?
Goals in the services and products families should not necessarily be sales-based. Rather, they will work better if based on Return on Objectives (ROO) which looks to specific activity goals and checks to see if they were accomplished. Targets that might fall into this grouping might include any of the following:
- A demonstration of product or service features and benefits
- A side by side comparison of your products or services with other solutions or vendors
- A demonstration of an improvement in a service or a product
- A spotlight on a new product or service
The second category for which you should have measurable targets and goals is marketing, sales, and research data points. Even if you are already working with your qualified leads when it comes to this category, widen your focus a bit! Think outside the box a little with this class and talk to some other departments in your company. Is project management or is R&D working on something that could profit from exposure at this trade show? Ask around. You could be stunned at what you learn and the new concepts that grow.
Keep in mind that every time you exhibit at a trade show, you will want to create a new selling plan for that show. Although,when it comes to the networking as a goal in itself, you may notice that your objectives and goals are the same everywhere, show to show. It's likely the only actual difference you may see in this category is quantitative - the number of events and contacts you might hope to achieve will change depending on the specific show.
At the end of the goals section of your sales and marketing plan, you want to list your quantifiable goals. These goals are what you will track to discover how successful your exhibition at the trade show truly was. Examples of measurable goals could be:
- Make contact with a certain number of key prospect decision makers.
- Set up a certain number of sales meetings per salesperson to take place at the show.
- Establish a certain number of new leads.
- Have a certain number of meetings with the media at the show.
When you arrive at the trade show, and during the course of the show, you will be able to tell who planned for the show and who did not bother to plan. You will see how much better your team looks and how much more successfully your team functions solely because you took some time to make preparations for the trade show and set these goals.
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