You might think it’s easy enough to determine your tradeshow marketing goals. Just sell sell sell – increase your business and you’ve done the job, right? But in fact, it’s not be as cut and dried as you might think.
Every show is different, and your goals may vary significantly from show to show. And some goals are very specific while some are broader.
Some common goals might include:
- Generate leads
- Make sales
- Adding distributors
- Reaching new markets
- Launch a new product or service
- Build brand awareness
- Meet current customers, partners or distributors
- Find new hires
All of these are laudable, and all are doable. But doing them all at the same show is probably asking a lot, unless you have a thorough plan and the personnel to execute the plan. Even if you’re going to attempt to check them all off at a single show, it’s better to prioritize.
You may know your goals going into a show, but it’s still a great exercise to sit down with your team, especially if you have new members, and identify and clarify those goals. Tradeshow marketing is a significant part of a company’s marketing budget and those dollars should be spent wisely.
During your discussion, break down the various parts of the goals, figure out what steps are needed element, and assign those pieces to team members. It may mean coming up with some premium giveaways for current customers to show them you care, to determining how many samples are needed for giveaway; from knowing what your competitors are doing to having a good preshow marketing outreach to get the right people to your booth for the right reason.
Brand building and tradeshow execution means brand consistency throughout your various platforms. Plug any holes and iron out any deficiencies.
Once you have your specific set of prioritized goals, communicate that to your team so they understand the show’s specific objectives and how they tie in with the company’s overall marketing strategy. Goal setting isn’t hard – it just takes some time and thought.
Finally keep in mind, a goal should follow the S.M.A.R.T. plan to be effective. In other words, Specific, Measurable, Action-oriented, Realistic, and meet a Timeline.