Trade fair objectives define what a company wants to achieve by exhibiting, such as new leads, customer care, brand awareness, press coverage or recruiting. They are the basis for stand concept, staff planning and measuring success.
Trade fair objectives answer the question of why you are exhibiting. Typical objectives are new contacts and orders, looking after existing customers, launching new products, brand awareness, press relations, finding dealers or partners and recruiting new staff.
Good objectives are specific and measurable. Instead of more visibility, an objective might be a certain number of qualified conversations with dealers from a region, or meetings with a defined list of existing customers. Only then can you judge after the show whether the effort was worth it.
The objectives shape almost every further decision. If you mainly want leads, you need an open stand (booth), enough staff and working lead capture. If you want to look after existing customers, you need quiet meeting areas and good hospitality. If you are recruiting, you need employees who talk about their working day.
Limit yourself to two or three main objectives. A stand that has to do everything at once often stays vague. Share the objectives with your stand staff so everyone knows what matters.
Think about the material you need after the show as well. Sales needs product and conversation photos, recruiting needs team photos and short interviews, the press needs images of new products and speakers. If these requirements are clear beforehand, the show day can be planned accordingly.
Before every job we ask about your objectives and derive the shot list from them. A stand focused on new products needs different images from a stand that mainly wants to win dealers. The result is material that fits your goals instead of a random selection.
The guide Setting trade fair goals helps you formulate them. The guide on the trade fair content plan explains how to use the material afterwards. After the show the material also helps with the evaluation: photos and videos show how the stand was used and make the result visible to management and colleagues who were not there.
Two or three main objectives are usually enough. More dilute the stand concept and the conversations.
Because the objectives determine which shots matter. Recruiting needs different images from a product launch or sales meetings.
Tell us what your show needs to achieve. We plan photos and videos so you can use the material straight away for sales, press and social media.
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