How to Set SMART Trade Show Goals

how to evaluate the performance of your event

A common question we hear from our clients is, "What’s the best way to evaluate the success of an event?" The answer is simple: it all comes down to your business goals. When clear goals are established, measuring the performance of your activation becomes straightforward—you evaluate success based on whether those goals were achieved.

To help you set those strategic goals, we follow a tried-and-true approach using the SMART framework: Specific, Measurable, Attainable, Realistic, and Timely.

Step 1: Start with the Right Question

Before you dive into goal-setting, ask yourself this foundational question: What is the purpose of this event? Your answer will guide the goals you create. Are you looking to boost sales, highlight a new product or service, or increase brand awareness? Whatever your objective, defining the purpose is crucial to creating goals that drive results.

Step 2: Conduct Research—And Let Us Help

We’re here to partner with you through this process. Our team stays on top of the latest trends, and we love brainstorming ways to enhance your current initiatives or take your trade show exhibit to the next level. During the research phase, we focus on discovering new ways to communicate your brand’s message and make your presence stand out on the show floor.

As we research, we’ll uncover potential weaknesses in your strategy, helping identify opportunities for improvement. Don’t feel like you need all the answers before coming to us. We’re experts in helping clients refine and define their goals.

Step 3: Write SMART Goals

Once the purpose and research are clear, it’s time to write SMART goals. Here’s what each letter stands for:

Specific & Simple: Your goal should be clear and focused.

Measurable: Quantify your goal so success can be tracked.

Attainable: Set goals that are ambitious yet achievable.

Realistic: Be honest about what’s possible with your resources.

Timely: Assign a timeline to your goal for accountability.

An example of a SMART goal might be: Increase trade show booth attendance by 20% over the next year. This goal is specific, measurable, and achievable within a realistic timeframe.

Step 4: Prioritize Preparation and Follow-Up

Setting SMART goals is only the beginning. The success of many events hinges on what happens before and after the activation. Our most successful clients plan for pre-event engagement—whether through social media campaigns, email follow-ups, or building targeted contact lists. Without these "bookend" strategies, even the most well-executed trade show may fall short of its potential.

Step 5: Evaluate and Improve

After every event, revisit your SMART goals. Did you meet them? What worked well, and what could be improved for next time? This consistent evaluation ensures that each trade show becomes a stepping stone for growth and improvement.

In the end, SMART goals provide a clear foundation for success. They keep your efforts focused and aligned with measurable outcomes, helping your brand grow stronger with every event. By making your goals Specific, Measurable, Attainable, Realistic, and Timely, you’ll be positioned to deliver impactful, results-driven experiences time and again.

Have you built goals for your trade show?