Hands On Tip of the Day: Setting Objectives and Measurable Results

Successful trade show exhibitors know that event planning starts long before the show, exhibiting should be positioned as a strategic project, not a last minute decision.

A good way to start planning is to define what you would like to get from exhibiting at events and how you and your team define “success”.

Often times people exhibiting at events are looking to: increase sales, introduce new products, recruit employees or reintroduce the company to a new location.

Once you have defined why you are exhibiting, and you have clearly established your objectives, the next topic to review is how you will measure the results of the event. Often results are measured by: number of leads, investment per lead, number of attendees at presentations, pre-post survey perceptions, and much more.