Rapper Jay Z famously has "99 problems." So, apparently, do trade show exhibitors, according to the Center for Exhibition Industry Research (CEIR), which yesterday published a new research report designed to help exhibitors set and achieve goals for exhibitions and events.
Titled "Managing Results: Benchmarks for Exhibit Growth," the report lists 99 reasons why organizations choose to exhibit at trade shows and advocates a five-step process for improving exhibit performance:
1. Define your objectives.
2. Quantify your objectives.
3. Define metrics to assess outcomes against stated objectives.
4. Be realistic about your objectives.
5. Establish benchmarks.
"Objectives are the 'fundamental strategy of business.' Business objectives must be set in all operational areas, including marketing," said report author Barry Siskind. "However, establishing clear measurable and realistic objectives is not as easy as it sounds. One of the most important challenges exhibitors face is developing well-articulated objectives and measuring the impact of their business-to-business exhibition investment against these objectives."
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