There are a number of reasons why a company enters a trade show, and it’s important that you spell out your trade show objectives before making this decision.

Here are some possible trade show objectives and although not all of these objectives are applicable at any particular trade show, they are all legitimate goals:

• To obtain sales

• To continue contact with existing customers

• To create an image and make contact with potential customers

• To introduce a new product or service

• To demonstrate equipment

• To offer customers an opportunity to advise you of their technical problems and get solutions.

• Obtain feedback from booth visitors to identify new applications for an existing or projected product.

• To build the morale of local sales force and of dealers.

• To evaluate the competition.

• To attract and identify new reps, dealers, distributors and/or licensees

• Counteracting competitor claims

• Maintaining pressure and market viability

To make sales is, of course, the most common trade show objective. The trade show can play a unique role in leading a prospective buyer from mild interest to the decisive act of placing an order. While making sales and sales contacts is the most common objective of an exhibit, it is certainly not the only one. You can hone your sensitivity to the conditions of the marketplace by participating in a trade show. You can sensethe general attitude of people more rapidly at a trade show more than any other way. However, understanding your objectives will influence all your choices.

Pinpoint your objectives

In order to utilise the special characteristics of the trade show exhibit to their maximum, you must make it an integral part of your marketing program. It’s essential that you define exactly what you want your exhibit to accomplish, and then see that all decisions about design, copy, scheduling, and so on, are based on these decisions.

It all starts with your company’s marketing goals, which are broken down into goals for each division or perhaps for each product or product line.

Make sure your objective is meaningful and measureable.  Trade show objectives are written statements of measurable goals, prepared before participation in a trade show. Putting these objectives in writing not only helps you, the exhibitor, clarify your planning, but provides specific guidelines for everyone else involved: in design; implementation, participation and evaluation.