V. Trade Fair Participation
C. Exhibition Targets

Targets must be operational. This means:51)

• Measurable
• Related to a specific period
• Assigned to a responsible person or group
• Realistic
• Acceptable: Do you think that the people who have to work for the targets will accept contents and extension of the target?
• Motivating: Are you motivated by your targets or are they a burden for you?

Economic targets / Psychographic targets52)

• There are different ways to determine objectives. Besides dividing aims following the marketing mix, it is also possible to divide into economic and psychographic goals.
• The success of economic goals is relatively easy to measure, because it is focused on measurable data, such as the turnover, cost-reduction, expanding the market share and other criteria.
• The psychographic targets mainly try to influence the attitude of the visitors. This is important if a company tries to improve its image or wants to influence the visitor’s view of the company. This success is invisible and therefore hardly measurable as it happens in the so-called black box.