When to Set Trade Show Objectives and Who Should Be Doing It
**Article Outline**
1. Introduction
2. Importance of Setting Trade Show Objectives
3. Dependency on Sales and Marketing Alignment
– Cultural rift between departments
– Bridging the gap for objective setting
4. Setting Objectives Without a Formal Marketing Department
– Responsibility of sales team and managers
– Challenges faced by individuals wearing multiple hats
5. Benefits of Setting Objectives During Trade Show Coordination
– Maximizing trade show investment using the SMART method
– Ensuring appropriate booth space reservation
– Cutting costs through early organization
6. Considerations When Setting Trade Show Objectives
– Format and nature of the trade show
– Focus and attendee positioning in the purchasing process
7. Conclusion
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**When to Set Trade Show Objectives and Who Should Be Doing It**
Trade shows present valuable opportunities for businesses to showcase their products and services, network with industry professionals, and generate leads. However, to make the most of these events, it is essential to establish clear objectives. In this article, we will explore the timing and key stakeholders responsible for setting trade show objectives, ensuring successful outcomes for your organization.
## Importance of Setting Trade Show Objectives
Setting objectives for trade shows enables companies to focus their efforts, measure success, and refine strategies. By having specific goals in mind, businesses can align their activities with their overall marketing and sales objectives. The significance of setting trade show objectives has been widely acknowledged within the industry.
## Dependency on Sales and Marketing Alignment
The establishment of trade show objectives is closely tied to the alignment between the sales and marketing departments within an organization. Studies have shown that businesses with aligned sales and marketing departments achieve a 38% higher business close rate compared to their non-aligned counterparts.
However, aligning these departments can sometimes be challenging due to a cultural rift that arises from disagreements over which department is the primary driver of customer acquisition. It is crucial to bridge this gap, especially when it comes to setting trade show objectives and goals. Strategies such as including a sales liaison in exhibit planning meetings or gathering feedback from booth staff after trade shows can foster effective communication between sales and marketing teams.
To learn more about overcoming the divide between sales and marketing and its application to other areas of your business, refer to Harvard Business Review’s insightful article, “End the War Between Sales and Marketing.”
## Setting Objectives Without a Formal Marketing Department
In cases where a company does not have a formally established marketing department, the responsibility for setting trade show objectives often falls on managers and members of the sales team. These individuals are not only responsible for meeting sales goals but also for planning and executing the company’s participation in multiple trade shows throughout the year.
This situation can be quite challenging, considering the numerous responsibilities these individuals juggle. However, by dedicating extra time earlier in the year to set trade show objectives alongside coordinating the company’s trade show schedule, effective outcomes can be achieved.
## Benefits of Setting Objectives During Trade Show Coordination
Coordinating trade show objectives with the annual trade show schedule offers several benefits for companies, particularly those in the small to medium-sized range.
Firstly, it maximizes the return on investment for trade show participation. By utilizing the SMART goal-setting method, companies can create specific, measurable, attainable, relevant, and time-bound objectives. Katy Roberts’ blog post on JobServe Events provides a helpful outline for creating SMART trade show objectives and goals, offering a strategic approach for success.
Secondly, by setting objectives in tandem with coordinating trade show schedules, companies can ensure they reserve the appropriate booth space. Matching the desired outcome with the booth space size is essential. For instance, a company aiming for increased exposure may require a larger space at a 2,000+ booth trade show, while a focus on database building may be achievable within a 10′ x 10′ space through captivating contests or giveaways.
Lastly, early organization translates into cost savings. Many trade shows offer early-bird discounts through their general service contractors for booth amenities such as furnishings and carpets. By being organized ahead of time, companies can take advantage of these discounts and reduce last-minute expenses related to shipping, printing, and production.
Although certain objectives may require slight adjustments as the show approaches, it is easier to refine goals than to devise them during the hectic weeks leading up to the event.
## Considerations When Setting Trade Show Objectives
When crafting trade show objectives, it is important to consider several factors that will influence the approach and focus of the event. Pay attention to the trade show format, as it can significantly impact the nature and effectiveness of objectives. Different trade shows have varying emphases, ranging from educational to sales-oriented. Understanding the show’s focus will allow businesses to customize their objectives accordingly.
Furthermore, it is essential to consider where attendees stand in the purchasing process. Identifying whether the event attracts early-stage prospects or prospects who are more ready for a purchasing decision will help tailor objectives to maximize engagement and conversion opportunities.
## Conclusion
In conclusion, setting clear objectives for trade shows is imperative for achieving desired outcomes. The timing and personnel responsible for objective setting depend on the structure and alignment of sales and marketing departments within an organization. When there is no formal marketing department, managers and sales team members take on the task. By coordinating trade show objectives with the annual schedule, companies can optimize their investment, ensure appropriate booth space reservations, and minimize costs. Considerations such as the trade show format and attendees’ position in the purchasing process further enhance the effectiveness of objectives. Embracing a strategic approach to objective setting will lead to successful trade show experiences and fruitful business outcomes.
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**FAQs (Frequently Asked Questions)**
1. When is the ideal time to set trade show objectives?
2. Who should be responsible for setting trade show objectives?
3. How can sales and marketing departments align for effective objective setting?
4. What if my company doesn’t have a formal marketing department?
5. What are the benefits of setting objectives during trade show coordination?
## **FAQs (Frequently Asked Questions)**
### 1. When is the ideal time to set trade show objectives?
Setting trade show objectives ideally takes place during the early stages of trade show planning, alongside coordinating the company’s annual trade show schedule. By establishing objectives in advance, companies have sufficient time to align their strategies, allocate resources, and make necessary adjustments leading up to the event.
### 2. Who should be responsible for setting trade show objectives?
The responsibility for setting trade show objectives varies depending on the organizational structure and the presence of a formal marketing department. In companies with separate marketing and sales departments, it is crucial to foster communication and alignment between these teams. Both sales and marketing professionals should actively contribute to the objective-setting process, leveraging their expertise to create meaningful and realistic goals.
In cases where a company lacks a formal marketing department, managers and members of the sales team typically take up the responsibility of setting trade show objectives. These individuals, who often wear multiple hats within the organization, should dedicate focused time during the early planning stages to craft objectives that align with sales goals and the overall company strategy.
### 3. How can sales and marketing departments align for effective objective setting?
Alignment between sales and marketing departments is essential for successful objective setting in trade shows. Overcoming the cultural rift that may exist between these two departments is crucial. One effective approach is to foster open and consistent communication between sales and marketing teams before and after each trade show. Including a sales liaison in exhibit planning meetings or surveying booth staff upon their return from trade shows promotes collaboration and ensures that realistic goals are established.
Furthermore, referring to research and resources that highlight the benefits of sales and marketing alignment, such as the study by Hugh MacFarlane of MathMarketing and Shawn Naggiar’s blog post from Act-On Software, can help both departments recognize the value of their cooperation in achieving trade show objectives.
### 4. What if my company doesn’t have a formal marketing department?
In companies without a formal marketing department, the responsibility of setting trade show objectives often falls on managers and sales team members. While wearing multiple hats within the organization, it’s essential to allocate dedicated time for trade show planning and objective setting.
To navigate this scenario effectively, individuals should prioritize the planning and coordination of trade shows alongside their sales responsibilities. By dedicating attention to setting trade show objectives during the early stages of the year, companies can ensure that their goals align with overall sales targets and optimize their trade show participation.
### 5. What are the benefits of setting objectives during trade show coordination?
Setting objectives during trade show coordination offers several advantages for companies:
– **Maximizing trade show investment:** Utilizing the SMART method of goal-setting, companies can create specific, measurable, attainable, relevant, and time-bound objectives. This approach allows organizations to track and measure success, identify best practices, and improve revenue generation.
– **Ensuring appropriate booth space:** Matching the desired outcome with the appropriate booth space is crucial. By setting objectives during coordination, companies can determine the required booth size early on. This ensures that trade show participation aligns with the desired exposure or engagement level, avoiding wasted space or missed opportunities.
– **Cutting costs:** Early organization allows companies to take advantage of early-bird discounts offered by trade shows’ general service contractors for booth furnishings, carpets, and other amenities. By planning ahead, companies can benefit from cost savings and minimize last-minute expenses related to shipping, printing, and production.
By setting objectives during trade show coordination, companies optimize their investment, increase their efficiency, and improve their overall trade show performance.
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In this article, we have explored the importance of setting trade show objectives and addressed the timing and stakeholders involved in the process. Understanding the significance of trade show objectives, establishing alignment between sales and marketing departments, and setting objectives during trade show coordination are key foundations for achieving success in trade show participation. By adopting a strategic and collaborative approach, businesses can optimize their trade show experiences, drive meaningful results, and capitalize on the opportunities these events offer.