There are two important outcomes an exhibit program should deliver for your company:
1. Every dollar and every hour invested should visibly and directly support your company’s core business objectives.
2. Deliver measurable financial value beyond cost.
The first MAJOR question every exhibiting company should ask is:
“When the show closes 90, 180 days, one year down the line, how will we know we succeeded in the areas of Marketing, Customer Relationship Management, and Sales?”
This is a powerful question that demands clear outcome thinking and vision.
Getting your marketing, product management and sales leadership together and having each department ask and answer this question will make a fast and profound difference in the ultimate results your exhibit program delivers.
Answering this question also forces you to move beyond general reasons for exhibiting like: brand awareness, new product introduction, and lead generation, to more specific outcome driven answers like: market visibility and awareness increased by 10%, we have opened five new customer accounts, cross sold our solutions into 20% of our existing customer base, and sales revenue has grown by 15%.
Once you have clearly defined your outcomes, it’s just a matter of reverse engineering each outcome. This requires each departmental leader to create a written action plan detailing the exact steps necessary to achieve the defined outcome.
While admittedly this is hard mental work, to create any meaningful outcome in business, or life for that matter, requires two creations. First, the mental creation which is the vision and blueprints. Second, the physical act of executing the blueprints.