Every marketing tool’s goal should be to help your company move closer to achieving your company’s overall objectives whether it is increasing sales, finding new customers, reaching international markets, growing gross profit, growing market share developing key top to top relationships with retail partners.
When setting your goals and objectives for the International Home + Housewares Show, make sure the goals are clearly defined, are realistic and can be measured.
Take the following steps before setting your company’s goals and objectives for the Show.
- Review the buyer list provided by IHA at no charge. This list contains more than 20,000 buyers that registered for the previous year’s Show. This invaluable customer list can be sorted by product category or retail channel. U.S. and Non-U.S. buyers are separated.
- Identify your target audience and determine the number of qualified prospects or buyers you would like to meet with at the Show.
- Conduct the necessary pre-show promotion and invite these buyers to your booth. Take advantage of the many promotional opportunities offered by IHA at no charge.
- Determine the maximum number of potential quality meetings you can have at the Show by using the following formula:
A. Total hours working the Show (Show is open 29 hours)
B. Total number of booth personnel
C. Average number of quality meetings per hour (the average is 3-4 meetings per hour)
D. Total number of quality meetings overall
- The formula above will help you and your sales team set realistic goals and by determining your target audience upfront, it will allow you to measure the results of your pre-set goals.
- The key to success with any trade show is follow up. Follow up immediately after the Show. By taking advantage of the free lead retrieval unit, follow up is made easy.
