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We will work on the research that allows
you to make the decisions needed to maximize the return
of your marketing dollars spent in the face-to-face
environment and exceed your sales and marketing corporate
goals.
Keys to choosing the correct trade shows and events:
 Determine if an event will fit your budget
Will the event help sell your product
Will the event allow you to expand and emphasize your
brand presence
Will the event provide results that will maximize your
return on investment
You need to clarify your goals
Corporate objectives and goals must be understood so
you have a basis to compare the potential shows available
for your product or brand. Do not assume your goals
are the same as last year.
Your goals should be SMART
In order for your goals to provide an overall evaluation
of your Return on Investment, they need to be: Specific,
Measurable, Attainable, and Realistic, with a Time
frame established for measuring your results. The
executives will then be able to compare the results
of the events’ performance and evaluate how
they support the corporate goals and initiatives.
Define your target audience
For multiple product strategies, the correct target
audience must be identified for each product. Audience
profiles and past attendee demographics are available
from most events and they should match your objectives.
With the large number of potential shows available,
it is important to match your corporate goals with
the audience attending and insure a dynamic marketing
message is available to communicate with your audience.
Strategic Planning is a Team Effort
Strategic Planning is a team effort that takes time,
planning, and input from all areas. For goals to
be clear and identifiable, the senior executive team
should initiate the goals. The sales and marketing
staff along with the product or brand management
staff should be the key members of the team and should
develop specific actions and manage the budgets of
potential events during a year or a specific time
cycle. Input from each member of the team is essential
to the strategic planning process. The planning team
has the best understanding of the overall goals of
each product or brand and this will enhance the ability
to attain the corporate goals through strategic event
planning and management.
Meeting Consultants can make a difference in your Strategic
Planning efforts and in your Return on Investment
Read more about Event Sponsorships and ROI >
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