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As a first- or second-time exhibitor it is possible that you might not achieve the results you were expecting from your event. In many of these cases, companies are not sure what to set as their goals and objectives of exhibiting. It’s important to set the following ahead of the event so that you are able to measure your success:
The table below is what I use in my marketing strategies when defining the SMART objective(s). I also include how I plan to achieve the objectives (activities) and the KPI’s for success measurement.
I have included an example of what you could use for exhibiting at an event like HETT:
|Activities to achieve objectives||
|To exhibit at HETT Show and generate 50 marketing qualified leads, that convert into 3 clients (AOV of i.e. £XX,XXX) resulting in total sales revenue target of £XXX,XXX by 29 March 2022 (6-months after HET T Show)||
Every exhibition gives you the chance to learn from mistakes, refine your strategy and increase your success the next time.