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Objective Setting – a Key Secret to Successful Exhibiting
Objective Setting – a Key Secret to Successful Exhibiting
by Colin Greene,
www.BestofShow.com.au
This article was originally published in the
Australian publication, Global Food & Wine Magazine
Exhibiting at trade and consumer shows can be extremely rewarding – or extremely
costly. This is the first in a series of articles exploring what it takes to
make “shows” really work for you – and some things to avoid too! The information
is as relevant and effective in London, New York, Sydney or Auckland as it is in
Beijing, New Delhi, Abu Dhabi and Buenos Aires.
The decision whether to exhibit at a show or to use other methods can be a
difficult one. It’s considerably helped by first writing down exactly what your
Objectives are. Yet surprisingly, that is exactly where the first hurdle lies.
Objectives
Everyone knows that having clear goals and objectives are keys to success in
most things that we do. The Cheshire Cat made that clear to Alice when she asked
“Cheshire Puss, can you tell me which way to go”? The Cat commented that it
depended on what she wanted to achieve, to which Alice replied “It doesn’t
really matter”. The Cat’s verdict - “Then it doesn’t matter which way you go!”
And so it is at trade and consumer show.
Shows are generally considered professional marketing venues so it may be
surprising that studies show that less than 50% of exhibitors actually have
appropriate objectives – and of those that do, many (officially 25%) forget them
on the show floor! Verify this for yourself at any show you visit. Consider many
of the activities you see and ask yourself just what is achieved?
“What’s the Objective? To feed passing booth
beggars?
To entice leading chefs to try the samples with a view to
inclusion in their menus? Something else?
I recall visiting a food show and lining up at a stand for a sample of
delectable coffee which a hassled exhibitor was giving away – complete with a
generous slug of Bailey’s Irish Cream. It was delicious so I enquired where I
could buy more. Could I buy it from him? Did he have a list of retail outlets on
hand? Imagine my surprise when he asked me to move on as he had a long (and
growing) line of people, each to serve a sample to!
This is not an isolated example. It’s critical to know why you’re exhibiting –
and to keep your Objectives clearly in your sights. It’s extremely easy to lose
sight of Objectives in the hustle and bustle of the show. Which is very good
news for smaller and first-time exhibitors as you can be very sure that a good
number of the “old timers” simply don’t have it together. You really CAN compete
with considerable success!
Objectives must be …
1. Specific
2. Measurable
3. Realistic
4. Accountable
Specific
Know exactly what you want to achieve. “Collect leads” might be a good start but
it needs to be more precise. What leads? Potential distributors? End users? Boil
this down as much as you can so you’re as focused as possible. You’ll probably
have more than one Objective but the less you have, the better results you can
achieve with each. Try to limit it to three, no more than five .
Measurable
You can’t manage what you don’t (forget “can’t”) measure. For example, determine
how many new distributors you wish to appoint. Let’s say you want two. How many
leads are you likely to need to collect to obtain those two distributors on the
basis that you want choices and to appoint only the very best? Would fifteen be
about right? So there’s your number. You’ll know when you have your Objectives
simply by counting your leads. Easy!
What if your Objective is intangible – like “we want 20% of visitors to recall
our company and product(s)”. You still can –and need to - measure your results.
You might survey the show floor with questions such as “do you recall a company
at the show that sells widgets?” Or “Do you recall this company logo? Do you
know what their message is?” (Check the show “rules” if working off your stand).
Realistic
Set your Objectives so you need to work really hard to achieve them. Yet low
enough so you know that you can get there – as long as you keep the pressure on.
It’s most important for staff and management to have these goals and to focus
extremely hard to achieve what is vital and do-able. It’s a great idea to obtain
agreement from all involved on your stand before the show begins…
Accountable
Someone’s tail needs to be nailed to the floor – probably yours! Remember that
staff have tails too. Every staff member MUST know the overall Objectives for
your organisation’s show participation. Plus each staff member must have their
own personal specific, measurable Objectives for which they are each personally
responsible – each being a subset of the overall Objectives for your stand. For
example Sue’s goal may be to collect four “distributor” leads, Tony six and
Sandra five, total fifteen - the goal for the company.
Targeting
It’s just as critical to know WHO you are targeting. I recall an Australian
exhibitor at a show in the USA expressing considerable satisfaction with the
leads they had gathered. The future was bright! Three months later the same
exhibitor was counting the costs as almost none of the leads had come to
anything.
“Great Objective! Now filter prospective “agents” with
appropriate questions and focus only on your desired
Target Market”.
The problem was that while “collecting leads” was a priority objective, any
potential buyer stating to be a “distributor” was collected. It’s essential to
know the “demographic face” of the people you want to make contact with and
focus only on those people. Company size, area of operations, sex, buying
authority and niche are examples. Others must be politely and firmly sent on
their way (we’ll discuss how to do this effectively and positively in a future
article).
Sometimes and for some organizations, it is very hard to define the Target
Market. Nevertheless it is essential to know the demographic face of your
Targets. Your pre-show and at-show marketing, the essential message that your
stand conveys at a glance to the show audience, your initial qualifying
question(s), lead collection, categorisation and lead follow-up and a lot more,
all depend on knowing exactly who you are targeting and what you want them to
do.
Review…
Reviewing your Objectives and keeping your Target Audience sharply in mind are
vital in the run-up to the show, during the show and immediately afterwards too.
Write your Objectives and Targets down onto cards and ensure that you and your
staff refer to them often. Convene a pre-show, on-site meeting on your stand
before the show opens every day and review your Objectives and Targets – even if
there are only two of you on the stand. Discuss how well you did yesterday and
how you’ll handle things today. Ensure that you stay focused in everything that
you do.
As soon as the show is over get those cards out again and focus on your desired
outcomes as you work your leads and win the results that you came for. Remember
that the show is not over until your Objectives are met and your constant
referring to your Objectives and Target Market is a critical factor in ensuring
your success at every show you do.
Next issue we’ll consider “Show Selection” – ensuring that you select the RIGHT
show(s) at which to exhibit. We’ll share some independent methods to ensure that
your Target Market is really present at the Shows you plan to exhibit at.
-----------------------------------
Colin Green is the Managing Director and Principal Trainer of Best of Show.
Colin is a popular speaker and trainer working with businesses, corporations and
government departments across Australia and New Zealand.
Best of Show is based in Jannali, NSW and trains exhibitors to attain
outstanding results at trade and consumer shows in Australia, New Zealand and
around in the world.
Colin can be contacted at seminars@bestofshow.com.au or (02)9589-2000
BestofShow.com.au
Article Source - Trade-Show-Tips.com
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