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Measurable Objectives:

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  • 1. Trade Show Objectives There Are Three Types of Objectives That You Can Apply to Your Trade Show Program: Use the following checklist and action phrases when you suggest/define goals and objectives for your company: Communications Objectives: (These goals address awareness, perception and corporate positioning.) • Affect perceptions • Establish/enhance awareness • Reinforce/change or create a position for the company such as leader, dominant, aggressive, proactive, etc. • Generate a specific message; such as the only total solution, a global player, etc. • Identify capabilities such as new products/services/solutions • Differentiate your company from competitive offerings Measurable Objectives: (These objectives deal in quantifiable numbers and Return On Investment (ROI). Anything that can be measured such as leads, qualified leads, and dollars in sales is considered measurable.) • Total number of prospects versus qualified prospects • Percentage increase/changes in numbers from the previous year’s show • The total of quality leads your company needs to generate through the promotion to make the investment worthwhile • Exit surveys to test perceptions before and after the visit to the booth • Establish qualified leads • Build a database for subsequent advertising activities • Generate dollars in sales • Increase sales with existing customers or clients • Establish new distributorships/suppliers/representatives for your products/ services • Recruit employees for the company Copyright 2003 © Lushin and Associates, Inc. David Gorsage Lushin and Associates, Inc. (317) 218-1904 Dave@Lushin.com 1
  • 2. Trade Show Objectives Logistical Objectives: (These are objectives that deal with how you communicate and what you want to provoke or see happen on the show floor such as facilitates desirable traffic flow, attract attention and generate excitement.) • Attract attention among attendees that are not familiar with your organization • Generate excitement in the exhibit and around the convention • Increase pre-show awareness of your participation. • Educate customers/prospects about specific solutions in the booth • Generate/facilitate desirable traffic flow around the exhibit or to specific product/service areas • Prepare the staff for effective execution in the exhibit and around the show floor • Prepare a response in order to capitalize on the opportunities created by the promotion What is your exhibit marketing mission? This can be answered by thinking about the following two questions: 1. What function do trade shows play in your marketing mix? 2. Why do you exhibit? It all begins with: • Why are you exhibiting? • Who is your target audience? • What do you want to communicate? • What do you want to bring how with you (measurable results)? Competitive Analysis: • What is your position in the marketplace? • Who is your competition? • What is your competitive advantage? • What is your unique selling position? Copyright 2003 © Lushin and Associates, Inc. David Gorsage Lushin and Associates, Inc. (317) 218-1904 Dave@Lushin.com 2
  • 3. Trade Show Objectives Strengths and Weaknesses of your Exhibit Program: Strengths Weaknesses Describe your Target Audience: Define the characteristics that profile your audience (role of the visitor, decision maker or influencer, size of company, price sensitivity, quality conscious, domestic or international or both, timing of needs and budget) What attracts your audience to your exhibit? What do they want to see when they visit you? What is your offer? What do you want to occur in your exhibit? What vehicle do you want to use before the show and post show to communicate your message? • Pre-show promotion-direct mail, telemarketing, broadcast fax • At-show promotion (see Creating Effective Trade Show Promotions) • Multimedia presentations • Videowall, flatscreen, A/V • Live Presentations • Giveaways as stand-alone or part of a contest or demonstration viewed • Demonstrations • Other: Copyright 2003 © Lushin and Associates, Inc. David Gorsage Lushin and Associates, Inc. (317) 218-1904 Dave@Lushin.com 3
  • 4. Trade Show Objectives Objectives: What are your exhibiting objectives? 1. 2. 3. Messages: What message do you want to deliver? – What are the 1,2 or 3 most important thoughts that you want your visitors to remember after they leave your exhibit? 1. 2. 3. What is the BIG IDEA or positioning statement you are trying to communicate? Measurement: When the show is over, what do you want to have as a result? • Qualified leads • Sales from leads or sat show • Position the company or products • Market penetration • Introduced new products • Met with existing clients • Obtained press coverage • Increased name awareness What issues are concerning you regarding your trade show program? What actions are necessary to address the issues? Copyright 2003 © Lushin and Associates, Inc. David Gorsage Lushin and Associates, Inc. (317) 218-1904 Dave@Lushin.com 4
  • 5. Trade Show Objectives 25 Questions to Pinpoint Your Show Strategy First Questions, First! 1. Why are you exhibiting? 2. Who is your target audience and will they be in attendance at the show? 3. What message do you want communicate? 4. What do you want to accomplish at the show? Then, Second Questions! 5. Is this a new company, concept, product or service? 6. How does the show integrate with your overall marketing strategies and plan? 7. What sales volume is expected from this medium? 8. What is your position in the industry (your perception and that of your clients)? 9. What are your current channels of distribution? 10. What are the characteristics of your prospects/clients buying behavior? Preferences? Needs? 11. What is the market potential relative to the audience? 12. Describe your product/services in terms of: Applications, Benefits, Relative Price 13. What are your competitive advantages? How can they be communicated? 14. What are your weak nesses? How can you minimize them? 15. What is most memorable about your product? How can you communicate it? 16. Who are your competitors? What are their strengths and weaknesses?> How will they communicate their strengths? 17. Why should a prospect consider purchasing your product? 18. What key words communicated trough graphics? 19. How will visitors interact with your staff? 20. How will visitors interact with your staff? 21. What do attendees normally want to do when they visit your exhibit? 22. Can a meaningful demonstration be integrated into your exhibit? 23. How will you measure the results of the event? 24. What role with your management plan in the execution of your show plan? Last Question, Last! 25. Who is responsible for the planning, coordination and execution of the entire event to assure it success? Copyright 2003 © Lushin and Associates, Inc. David Gorsage Lushin and Associates, Inc. (317) 218-1904 Dave@Lushin.com 5
  • 6. Trade Show Objectives Your engagement line is ….. ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ Your “next step” line is … ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ Your disengagement line is … ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ Copyright 2003 © Lushin and Associates, Inc. David Gorsage Lushin and Associates, Inc. (317) 218-1904 Dave@Lushin.com 6