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H ow do you measure your exhibiting success? Indeed, how do any of us actually define success? If you are a politician, success appears to be anything that happens to you at the ballot box, whereas failure appears to be anything that happens to anyone else. For example: " Okay, so I lost by 39,000 votes and all my leaflets were used to build a bonfire, but I can assure you that it was a better and more substantial bonfire than any of my opponents managed". As a father, I judge success by getting a smile out of my rather truculent teenage offspring, while as a rugby coach I judge success as getting 15 lads on the pitch every weekend. As a marketing professional, I judge success as the traveller national television to proclaim my merits as the best dad on Earth, I would get thumped. And, finally, if I go to every work meeting assuming I know all the answers to any and every client's needs, you've guessed it, more thumping. But this time of the rather more painful kind, that is to say to the wallet. You see, it's really important to start off knowing what constitutes success, keep that front and centre of all thinking, and work towards those aims. Nowhere is this more true than in the exhibition industry. One of the very first things to ask yourself, or your team should be: " What do we want to get out of this show, what do we term as ' success' and how will we get it?" identifying a client's needs and either delivering success against them, or saying I cant ( because a good marketer should be able to do both). The thought occurs to me, by the way, that if I revised my standards, I might be more successful. I can always get a smile out of my rugby lads, while as a dad I can always identify my teenager daughter's needs, namely credit on her mobile phone. But, and here's the nub of this month's feature, in all three cases I start each process knowing what will be success. Let me elaborate; I coach a junior rugby club's under- 17s team. We are quite good and we give it a fair old go, but if we played Wasps Academy, we would get thumped. My teenage daughter is not at all difficult, but if I tried to get her on ? EXHIBITING- July/ August 2010 www. exhibitingmagazine. co. uk 43 Working to achieve your goals Aboveline's travelling account manager Andy Lewisunfolds his campaign plan of action and considers his exhibiting mission. Exhibitions can be where its at for building success, if properly used