If you are going to participate in a trade show or set up your own event, you have a certain goal in mind. The preparation and planning often starts months in advance. It is important to take your time here and clearly formulate your objective.

Sales-related objectives, such as selling a certain number of products or achieving a minimum number of customer appointments after the show.

Network-related objectives, such as receiving (potential) clients, or introducing new products to existing customers.

Equally important is making these objectives SMART. This ensures that your team knows the expectations and it makes the results measurable afterwards.