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44 EXHIBITING- July/ August 2010 www. exhibitingmagazine. co. uk the traveller Many of the pre- show briefings I attend are defined by clients knowing what they want onthe stand ( how many fridges, what graphics, how many shelves etc). However, very few are defined by clients knowing what they want from the stand. Inevitably, when targets have not been defined they become more nebulous, more ambitious and therefore, less likely to be achieved. Military commanders call it mission creep, and I encourage you to adopt this phrase too. Think of your next event as a mission. Plan it with a desired outcome in mind and ensure that everything you do is geared to delivering that. Here is an example for you to consider: my business exhibits every year at a happily chaotic exhibition in London. We go there to get three potential new accounts. No other reason. No particular brand extension campaign, no specific networking, no new product launch, nothing. Just three new accounts to be won and we'll be very happy. To do so, my colleague and I put all our considerable efforts; we combine our charm, knowledge of the industry, talent and personal affability ( and my ability to fetch coffee) into delivering a successful result. And you know what, it works and we succeed. My point to you this month is: have a goal for your event and make it realistic. Don't aim for 789 new accounts by the end of the exhibition, or to simply have given away all your brochures. Ensure what you do, who you get to do it and the stand or space you use is geared to your mission, and then go for it. Anyway, I must dash as my beloved daughter has just got here and I have six hours in which to make her smile. Choices include showing her my new trendy shirt, telling her a rubbish joke or two, or discussing the British electoral system. It won't be easy, but at least I know what I have to do. " Think of your next event as a mission, plan it with a desired outcome in mind and ensure everything you do is geared to delivering that" Obtaining one or two primary targets will feel so much better than hitting 50 per cent of 10

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