Portfolio Planning: Align Your Shows with Business Objectives

AUTHOR: Derse  /  August 15, 2017

CATEGORY: ExhibitsStrategy

If your business objectives adjust every year, why wouldn’t your trade show schedule follow suit?

Exhibitors can get swept up in attending the same show year after year. If it’s successful in year one, why wouldn’t it be in year five? But relying on the same strategy to get similar – or improved – results often leads to a schedule that doesn’t fit into your long-term goals.

One thing marketers can do before investing in their show for the year is strategic Portfolio Planning. By identifying where to market and who you should be talking to per trade show, marketers can allocate the most profitable use of budget. One organization specializing in pre-clinical and early clinical contract research – MPI Research – did just that. Initially tasking Derse with show-by-show assistance, we took MPI Research’s marketing strategy a step further by identifying programmatic changes.

Derse used the following aspects of Portfolio Planning to improve MPI’s face-to-face strategy across all opportunities and business units:

  • Aligned their objectives across all business units
  • Prioritized target audiences
  • Identified KPIs
  • Created an accountability model to measure performance

Download Choosing the Right Trade Show For Your Business to learn more about how Portfolio Planning impacted MPI Research’s marketing plan and allowed them to reinvest marketing dollars in more successful channels.

Related Links
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Case Study: How Trade Show I&D Experts Manage the Unexpected
Are You a Branded House or a House of Brands Exhibitor?

  • client strategic services
  • MPI Research
  • Portfolio Planning
  • Strategic Services
  • Trade Show Schedule



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.