Have Realistic Expectations and Set Targets

Have realistic expectations and set targets

By Caylee Donaldson

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:

  • Goal(s): a broad target that you wish to achieve i.e. promoting a new project or service, developing brand awareness/loyalty, retaining customers, increasing sales etc.
  • Objectives: must be SMART; specific, measurable, attainable, relevant and time-bound. You will need to design and implement several objectives to achieve your overarching marketing goal and are critical to measuring against your progress and 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)
  • Direct mail (email and post)
  • Website opt and LPs
  • Digital acquisition and remarketing
  • Telesales
  • Content marketing assets
  • Workflows and sales seqs.
  • £XXX,XXX sales revenue by 29 March 2022
  • AOV of £XX,XXX per customer
  • £XXX avg. cost per MQL
  • §  £XXX avg. cost per customer

Every exhibition gives you the chance to learn from mistakes, refine your strategy and increase your success the next time.

Should you have any questions on how to measure the success of exhibiting at HETT, please contact your account manager, Henry Robinson or Mohammed Umerji.