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Tradeshow Tip # 5 -Planning for Results
Frankly, too many exhibiting companies fail to do their homework about shows. They fail to set objectives, fail to measure results and fail to follow up on leads.
To many exhibitors go to shows for vague reasons such as showing support for an industry or an association, or because they have always gone. They have no expectations other than wanting traffic in the booth as a measure of being successful. Using the Exhibit Creative Tradeshow Selection Worksheet will ensure that you pick the right show for the reasons that will make a difference to your ROI!
Another issue that the majority of exhibitors undervalue is setting goals. In fact, less than 25% of the companies who exhibit actually set out formalized measurable goals. It is not a surprise that many simply do not achieve any. If you fail to plan and set goals, you plan to fail, or at least achieve status quo.
In most cases, this is the result of a major lack of communication between what upper management expects and what the exhibitor or many times marketing coordinator/manager thinks they want to achieve. 85% of the time, this disconnect is due to upper management's failure to communicate what results are expected.
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