For many organisations, participation in exhibitions and special events is an operational activity. These organisations have manuals with long checklists and lists of practical tips, but they pay little or no attention to the marketing opportunities that exhibitions and special events present. Many of the organisations seem to participate in exhibitions and special events for the sake of participating, a point of departure that is suitable enough for an Olympic team, but that is completely unsuitable for a commercial organisation. These organisations allow their participation to determine the results, while the desired results should in fact determine whether and how the organisation participates. Although it may appear to be a minor nuance at first glance, there is actually a world of difference between these two points of departure. Your organisation can capitalise on its participation in exhibitions and special events by posing clear goals for that participation in advance.
One of the keys to effective expo marketing is measurable goals. To be measurable, goals must be quantified. ExpoResult helps its clients to define clear and measurable goals and plays an important role in realising these goals. ExpoResult also generates the hard figures that management needs to properly assess participation in exhibitions and special events and draws up in-depth assessments of the results based on these figures.
For exhibitions, we often use the following model, adjusted per project to reflect the specific conditions and variables that apply to the project:
