Goal Setting

Tradeshows draw your most important audiences—prospects, customers and partners—to one location. They can be a great venue for raising awareness and generating leads, but you will only reap the return you seek if you invest the time and planning required to stand out from the crowd.


Where do you start?

It is crucial to set your objectives for attending a trade show. Examples include:

  • Lead generation
  • Creating or increasing awareness within a particular industry or group
  • Introducing a new product or service
  • Counteracting competitive pressures

You will also need to decide how to measure the success of your attendance. Measurable goals can include:

  • Number of visitors to your booth or presentation
  • Number of qualified leads generated
  • Number of post-show appointments scheduled
  • Sales closed at the show

Next, you will need to select the appropriate show(s) to attend. There are currently more than 10,000 business-to-business events in North America annually, featuring 1.5million exhibiting companies vying for the attention of more than 100 million attendees.

Don’t let the numbers overwhelm you! Once you’ve got your goals in place, you can begin preparing for the right shows for your business.

Maximize the buzz to optimize your return...

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