Communication Objectives: What are They?

The ability to communicate with customers and prospects at your exhibit displays is one of the most important parts of the process as a whole. If your exhibiting staff does not have the gift of communicating and selling, then you should rethink who you have out on the floor. The staff member’s words are what usually seal the deal.

You could have a beautiful trade show exhibit with immaculate banner stands and all the flashy accessories to go with it, and although this may catch the attention of many, it will not last long without a competent communication-savvy staff to tie it all together.

Being able to recognize and test the communication aspect of your exhibit displays is a great way to see if you are doing things right. It helps you to know what worked and did not work, so that through trial and error you can create a sales plan that works the best for you and your organization. It also lets you know if your advertising and marketing messages were received well with the consumers, and if they “got it.” Knowing the communication aspect of your exhibit, also allows you and your team to assess the shows success and to see what happened in a more detail oriented way.

If you would like to know if your communication advertising messages are affecting the right people, then you must find out this information: What was the trade show attendee thinking about your organization pre-trade show? After visiting the booth, did the exhibit displays have any effect on the attendee’s opinions or perceptions? And finally, what were the opinions of the attendee after the trade show event? After asking yourself these questions, you must now form a method to find the information. The two most commonly used methods are: an exit survey, and a telephone survey, which will be discussed in the next article.

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