Set Objectives
Objectives are necessary to give direction to the effort, set budget requirements, stimulate sales performance, measure results and establish value. They must be:
- Measurable in quantity and quality
- Achievable in a defined period of time
- Consistent with your company’s goals, policies and marketing plan
Consider What You Want to Achieve from your exhibition stand
- Generate leads
- Close sales
- Introduce/test a new product/product features
- Solicit new distribution channels
- Gather competitive intelligence
- Enhance existing customer relationships
- Demonstrate a technically complex product
- Enhance corporate image
- Develop product awareness
- Penetrate a new market/industry
- Outshine the competition
- Perform market research
- Gain media coverage and exposure
- Establish staff expertise in the industry
- Increase market share