Exhibitor Benefits Of SMART Objectives: Helping You Succeed

In our informative article on event objectives, we uncovered the SMART goal-setting criteria that you can use to navigate the lucrative world of B2B (business-to-business) trade shows. SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound.

In defining your trade show goals according to this framework, you can maintain greater control over your performance over time.

In this helpful guide, we’ll go into more detail on the benefits of SMART objectives and can help you succeed as a trade show exhibitor. No matter whether it’s your first time out on the show floor or your twentieth, SMART goal-setting is a valuable ally in your quest for even greater trade show ROI. Let’s discover how this system can work for you!

What Is The Original Purpose Of SMART Objectives

The history of SMART goal setting dates back to 1981, when American consultant George Doran constructed the acronym for his paper, There’s a S.M.A.R.T. Way to Write Management’s Goals and Objectives.

According to Doran, the purpose of SMART objectives is to provide a clear framework for setting effective goals in a management environment. Doran hoped to address the issue of vague and ineffective management goals, which hinder individuals and companies alike. Doran hoped that SMART criteria would help people keep their objectives well-defined and actionable, resulting in greater success over time.

What Are The Benefits SMART Objectives In A Trade Show Setting

As with any other business environment, there are several advantages to applying the SMART objectives framework in the context of trade show events:

1. Provide A Clear Focus

By keeping your trade show objectives specific, you remove unwanted ambiguity, all while providing your team with clear targets to aim for. In so doing, you’ll be able to rest easy knowing that everyone has a clear idea of what they should be working towards and what that looks like exactly.

2. Better Time Management

Let’s face it: trade shows are stressful! Time is a major issue, especially with all the deadlines that come with exhibiting.

As a leading custom trade show booth builder, we’ve seen it all before: exhibitors often think they’re fully in control of their time, only to fall behind in the pre-show process. They then hurriedly try to piece everything together a few days before the exhibition starts, resulting in greater stress for employees, contractors, and organizers.

Alternatively, by choosing to keep your goals time-bound, it becomes possible to introduce deadlines as important milestones on your journey toward event day success. The greater sense of urgency prevents resources from being wasted or used inefficiently, resulting in a smoother transition from the planning phase to the actual exhibiting phase.

3. Improve Motivation And Team Spirit

Asking your event staff to do the impossible often results in the predictable, where everyone else fails to see a path toward reaching your lofty goals. This doesn’t mean you shouldn’t occasionally set ambitious targets, but rather that you should always keep your objectives achievable and realistic.

Imagine being excited to start selling at your first trade show, only to be told that you have to achieve a 70% return on investment! It’s highly unlikely you’ll achieve such high figures for your first event, and your staff will be left feeling stressed and demoralized.

4. Allow For Reflection And Improvement

As any experienced exhibitor will tell you, trade show success is usually built up over time. You may not even achieve all your goals on your first outing, but things can get better as you go along.

This is where measurability plays a key role in determining your future as an exhibitor. Having measurable goals according to the SMART framework opens the door for measuring progress after every event. You’ll have the opportunity to see not only where you hit and missed your targets, but also by how much.

Over a longer period, you’ll be able to plot your results and identify trends in your performances; with this, you can make appropriate adjustments to your goals and set a solid bar for future success.

5. Optimize Resource Allocation

Organizing your budget and resources for your upcoming trade show is another challenge many exhibitors face nowadays. If you don’t keep track of your spending, your staff, and your equipment, you’ll quickly find yourself losing control before the event has even started!

Fortunately, there is a way around this once again with the help of a SMART goal-setting framework. By choosing to set event objectives that are specific and relevant to your business’s broader aspirations, you’ll be in a better position to allocate only the resources you need for each show. In so doing, you’ll also find your planning becoming easier going forward.

Example Scenario

Here is an example scenario where an exhibitor applies SMART goals to overcome some of their trade show problems, highlighting the benefits of the SMART method of setting goals.

Scenario: “Tech Solutions Inc.” at a Major Industry Trade Show

• The Problem:
  • Tech Solutions Inc., a software company, attended a large trade show hoping to generate a significant number of qualified leads. However, halfway through the event, they realized:
    • Their booth was attracting general attendees, but not their target audience (decision-makers).
    • They were collecting many business cards, but had no system for qualifying them.
    • Their sales team was becoming overwhelmed and losing focus.
• Applying SMART Goals to Overcome the Problems:
  • 1. Specific:
    • Instead of “get more leads,” the company decided on “Secure 50 qualified leads from IT managers and CTOs of mid-sized companies” as their new objective.
  • 2. Measurable:
    • They implemented a quick on-site qualification survey using tablets, which allowed them to track progress with the following data:
      • Job title
      • Company size
      • Specific software needs
    • They set a goal to have exactly 50 completed qualified lead surveys.
  • 3. Achievable:
    • They refocused their booth staff’s approach:
      • Staff were trained to prioritize conversations with attendees displaying target-audience badges.
      • Staff would provide an exclusive downloadable resource (white paper) in exchange for completing the qualification survey.
  • 4. Relevant:
    • They adjusted their booth presentations to highlight solutions relevant to the specific challenges faced by IT managers and CTOs.
    • They made sure that the white paper that was being offered, was very relevant to the target audience.
  • 5. Time-bound:
    • They set a daily target for qualified leads and held brief team meetings to review progress and adjust strategies.
    • They also set a time limit of one-week post trade show, to have all qualified leads entered into their CRM.
• The Outcome:
  • By implementing SMART goals, Tech Solutions Inc. shifted their focus from quantity to quality.
  • They successfully generated their target number of qualified leads.
  • Their sales team had a clear, prioritized list of prospects to follow up with.
  • They were able to accurately measure the ROI of the trade show.

Apply SMART Objectives For Your Future Shows

In short, SMART objectives offer many benefits for trade show exhibitors looking to define their event goals for better results. From helping your team stay motivated to optimizing your resource management and providing direction, the importance of SMART goals cannot be overstated in most scenarios.

As an exhibitor, SMART goals aren’t the only effective tool at your disposal. Combining your advanced planning and organizational skills with a jaw-dropping stand design is an unbeatable recipe for success. Find out how a dedicated booth builder can help you today!