From Guesswork to Data Driven Decisions

Set Clear Trade Show Objectives and
Achieve Measurable Results

Before any trade show or event, you need to start by defining your trade show objectives. You can’t improve what you don’t measure.

have specific objectives for their trade show participation. Let's change that!
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From Guesswork to Data-Driven Decisions

Set Clear Objectives and
Achieve Measurable Results

Before any trade show or event, you need to start by defining your objectives. You can’t improve what you don’t measure.

Included in this course

Experience an aligned cross-functional team with clear direction

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

Jakob will teach you a simple, yet effective exercise that can be implemented as a roadmap in your pre-show planning phase. 

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

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. And we want you to break free from this thinking.

This begins with you writing down your objectives – with a number behind it.

This course will help you make the most of every opportunity to generate leads, build trust and strong relations, AND achieve your desired trade show goals and objectives.

** Get this course for € 0 when you purchase any other course. 
What you will learn:
The course outline:

Module 1 is an introduction to the course.

Effective goal setting is crucial for improving your trade show results and achieving your business objectives. By utilizing this methodology, you can optimize your trade show performance and successfully meet the expectations of your employer

In module 2 we walk through a theoretical approach with definitions and understanding of success, purpose, and objectives. Establishing clear goals and objectives for your trade show participation is essential for success. 

In module 3 we dive into a practical approach, where we via best practices, and exercise dive into how to formulate clear goals and measurable objectives. The objective-setting method eliminates guesswork and delivers measurable results, which positively impact your trade show performance. 

Summary of the most important factors of goal and objective setting. By the end of the course, you’ll have the tools and techniques you need to approach trade shows and objective-setting with confidence, creativity, and a results-driven mindset.

Kasper Feldt
Kasper Feldt
Consultant and Sales Manager, Cobi Rehab
Read More
The Objectives 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.

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:

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:

The building course blocks

Module #1 – An Introduction to the Course

Effective goal setting is crucial for improving your trade show results and achieving your business objectives. By utilizing this methodology, you can optimize your trade show performance and successfully meet the expectations of your employer

Module #2 – What is your Purpose?

A theoretical approach where we walk through definitions and understanding of success, purpose, and objectives. Establishing clear goals and objectives for your trade show participation is essential for success. 

Module #3 – Objective Exercises

A practical approach, where we via best practices, and exercise dive into how to formulate clear goals and measurable objectives. The objective-setting method eliminates guesswork and delivers measurable results, which positively impact your trade show performance. 

Module #4 – Case Study and Key Takeaways 

Summary of the most important factors of goal and objective setting. By the end of the course, you’ll have the tools and techniques you need to approach trade shows and objective-setting with confidence, creativity, and a results-driven mindset.

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

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!

Are you ready to hear what's included in this course?

01
Introduction
to the course 

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

By utilizing this methodology, you can optimize your trade show performance and successfully meet the expectations of your employer

02
What is your purpose?

A theoretical approach where we walk through definitions and understanding of success, purpose, and objectives.

Establishing clear goals and objectives for your trade show participation provides you with a comprehensive overview of your strategy. 

03
Introduction
to the course 

A practical approach, where we via best practices, and exercise dive into how to formulate clear goals and measurable objectives. Giving you the tools to do this at a workshop with your own team.

The objective-setting method eliminates guesswork and delivers measurable results, which can positively impact your trade show performance and enhance your employer's satisfaction. 

04
Case study and key takeaways 

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

By the end of the course, you'll have the tools and techniques you need to approach trade shows and objective-setting with confidence, creativity, and a results-driven mindset.

FAQ

This is 100% online video course. Including hands-on tools, exercises, and examples, so you can take in the knowledge and apply it – well, right away.

The modules are broken down into snack-sized video lessons that can be completed in as little as 5-10 minutes.

Once you’ve paid for the course(s), there is no waiting line – you have access right away and can start learning.

Plus, you’ll have access to the course material forever*, so you can revisit the content at any time. Completely stress-free.

You don’t even have to leave your spot in your office, your couch, or whichever seating you prefer.

If that doesn’t sound awesome, we’re not sure what does. Think of it as an investment in your professional development that pays off in the long run.

*Read more about lifetime access here

Do I need to have prior experience within trade show or events?

You do not need any prior experience within trade shows, events, or marketing. No matter if you are a beginner (first time participating at a trade show or event) or you’ve been in the game for a long time, there will be valuable information for you to learn.

Do I need to speak English?

Yes. All the courses are in English. You need a basic understanding of English, but do not need to be proficient. 

How can I customize this course for my organization?

If you want a tailored solution for your team or business please reach out to us here.

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