Are You Being S.M.A.R.T. With Your RFP Objectives?

AUTHOR: Derse  /  July 30, 2018

CATEGORY: EnvironmentsEventsExhibitsIndustryStrategy

Issuing an effective RFP for your trade show and events partner is a time intensive undertaking that requires planning and experience. Having clear and concise objectives is the first step in crafting effective RFPs.

We define objectives as concrete, measureable goals that define what success looks like for your project or program. Trust us, we’ve seen the good, the bad, and the ugly when it comes to RFPs. The answer is simple, be S.M.A.R.T. when identifying your trade show objectives.


Define the goal as much as possible and ensure it represents your bottom line.

Objectives must be quantifiable – if you can’t count it, cut it!

The objective needs to be within reach and reasonable enough to be accomplished.

Objectives need to meet your needs and fit within your long term plans.

Time bound:
Objectives should include a time limit and establish a sense of urgency to ensure best time management.

Don’t let the beauty of a new exhibit blind you from answering one very important question; does it help move your business forward? If not, chances are you may not have defined the WHY you attend trade shows clearly.

Bottom line – It’s always best to be S.M.A.R.T when defining program objectives.

Ready for more?
Stay tuned, and in the meantime check out our eBook on, The Five Essential Components of an Effective RFP.



BIO:Derse is a complete face-to-face marketing agency and exhibit builder with more than 450 employees and six full-service divisions. Ranked as a Top 10 Experiential/Event Marketing Agency by Advertising Age and B2B Top Shop by Chief Marketer, Derse brings a smarter wins approach to exhibits, events and environments for client programs in more than 50 countries.