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From Guesswork to Data Driven Decisions

Set Clear Trade Show Objectives and
Achieve Measurable Results

This course is for you, who wish to take the guesswork out of the equation. 
To get the tools you need to start documenting your goals and trade show objectives.

What do I get?

In the course “Set Clear Objectives”, you get a simple, yet effective exercise that creates structure and sets a clear direction for all team members involved.  

 

You will learn: 

The course provides a solid foundation by
clearly distinguishing between purpose, goals, and objectives.

Even though these concepts are not rocket science, they are crucial for setting a clear direction, especially before a trade show. If you want to understand the relationship between these concepts, I highly recommend this course.

Kasper Feldt
Consultant and Sales Manager, Cobi Rehab

Your instructor: Jakob Dyrbye

Jakob Dyrbye’s knowledge of trade shows, exhibitions and events extends over 30 years. It’s his passion, and love, for trade shows that drives his high ratings and overwhelmingly positive feedback from marketing, sales, HR and managers, who he has taught and trained since 2009.

He has spent countless hours at exhibitions and trade shows around the world as a professional observer and partner. This knowledge he always uses in his teaching to give real-life examples and personal experiences.  

He has a master’s degree in business administration and postgraduate courses with IAA from Reklameskolen and Customer Management Experience from Global CEM.

He’s the owner of design and exhibition agency, Faust Dyrbye that:

You can't improve, what you don't know or measure

Trade shows and events can be a rather large investment in time and ressources.

… But only around 50% of exhibitors set objectives.

And without setting trade show objectives, it can be difficult to determine what success look like, measure your return of investment and align your team.

Do you measure the outcome or performance of your other marketing activities like paid ads, newsletters and sales/orders?

We are guessing the answer is yes.

So why not measure the impact of your trade shows?

Is this course for me?

Ask yourself:

Do you struggle to measure the success of your trade show attendance?

And have you ever attended a trade show, just because you’ve attended before, because your competitors were there or because it seemed like a nice idea?

Then you are not alone.
However, it’s neither cost-effective nor gives you any insight into the REAL outcome of your trade show.

It becomes what we describe as ‘business as usual’ – we attend, because that’s what we normally do.

If you want to break free from this thinking – we believe this course is for you. 

** Get this course for € 0 when you purchase any other course. 

Course Modules

Forget about rocket science and 2-hour long videos. 

Jakob Dyrbye, owner of The Trade Show Academy with 30+ years of experience, will be your teacher. And he will introduce simple systems and exercises.  

The more concrete your objectives are, the easier it becomes for everyone to evaluate whether it’s worth the time and money to participate. 

Served in enjoyable, short video presentations. 

Module #1 – Introduction

Module 1 is an introduction to the course.

Effective goal setting is crucial for improving your trade show results and achieving your business objectives.

You will: 

  • Learn why it is important to differentiate between purpose and objectives 
  • Understand the meaning of 3  (and how to use it) 
  • Know how to create more trade show success 

We dive into how to:

  • Formulate clear goals and objectives
  • Eliminates guesswork and deliver measurable results

Summary of the most important factors of goal and objective setting. 

5 reasons to invest in your trade show success

1) Without clear trade show objectives, it can be easy to lose focus on what you want to achieve at the trade show.
This can result in a scattered approach, where you are not sure what activities to engage in or what products or services to highlight.
2) Without trade show objectives, it can be difficult to prioritize your resources effectively. This can lead to wasted time, money, and effort on activities that do not align with your goals or deliver meaningful results.
3) Without clear trade show objectives, you may miss opportunities to engage with potential customers or partners.
You may not know which events or activities to attend or which people to target, which can result in missed opportunities for business growth.
4) Without clear objectives, you may not be able to measure your performance effectively. This can make it difficult to determine whether you are achieving your desired outcomes and can limit your ability to make data-driven decisions to improve your performance.
5) Without clear trade show objectives, you may not be able to maximize your return on investment (ROI) from the trade show. This can result in lower sales and fewer new leads

When you have taken the course:

  • You’ll have an easy and manageable method to set objectives – for your team
  • You’ll gain insights into what it takes to achieve success 
  • You’ll approach your trade show aligned and with a results-driven mindset

 

Ask yourself:

What if you could create results, instead of hope for them? 

Because without clear objectives you risk attracting the wrong visitors, missing valuable leads, and leaving ROI to chance.

So what if you had a simple, repeatable system to define success, track results, and  improve – to measure if your trade shows are actually worth your time and money? 

Would you hop on board? 

If the answer is “YESSSS”, then you will most likely enjoy the course. 

What’s your number? 

Trade shows and events can be a rather large investment in time and ressources. And without setting trade show objectives, it can be difficult to determine what success look like, measure your return of investment and align your team. 

Do you measure the outcome or performance of your other marketing activities like paid ads, newsletters and sales/orders? We are guessing the answer is yes. 

So why not measure the impact of trade shows?

Set your trade show objectives once. Use them as benchmarks.

We know putting down a number or setting KPI’s – key performance indicators – can be perceived as intimidating or threatening. 

Often because many believe they can be used as punishment or blame for poor individual performance. But they are truly not. Rather, they are used to track progress and identify areas where improvement is needed. It may help to look at the KPI’s as ways to:

‘Keep People Informed’

‘Keep People Interested’ 

or ‘Keep People Inspired’

When we start looking at them as a friendly learning tool – that we deal with as a team – we can use them as a resource for success.

And that’s exactly how we want you to kick start this course. So, let’s dive in!

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Get in contact

Do you have any questions or need support with this course, please reach out to us. We look forward to hearing from you!  

Do you want the simple method
to eliminate guesswork – and make your boss happy?

** Get this course for € 0 when you purchase any other course.