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Does Your Trade Show and Events Program Have A BHAG?

Posted By Kevin Fett
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Wait what...Bee Hag?Smart Goals - Ion Exhibits

Yep it stands for BIG HAIRY AUDACIOUS GOAL It’s defined as an ambitious, long term goal that will effectively change the way you do business.

This idea comes from a book, Built to Last: Successful Habits of Visionary Companies by James Collins and Jerry Porras. A BHAG is a life changing mission. To achieve it requires the organization to stretch outside of its comfort zone and make a long term commitment. But that’s not all, it needs to be exciting and innovative enough to rally your whole team around it. Many organizations already are, or will be, undergoing a major transformation in their business model in this decade. Yours may be one of them.

If you can envision the big picture and are ready to take a bold step, then perhaps it’s time to consider creating a BHAG for your face-to-face marketing program. To identify a BHAG, you should involve your team of internal staff and external members including your exhibit house and agency. A BHAG is big enough that you should not be exactly sure how you'll get there. If you can see how to get there, the goal isn't bold enough.

Ask yourselves questions like these:

  • What dynamic change in our program will position us for the future?
  • How can we beat the leading competitor in our industry on the show floor?
  • What strategies from companies outside our industry will enable us to excel?

Once you and your team have identified a BHAG, it will need to be incorporated into your annual trade show planning session. When you have a BHAG in place, it alters your approach and daily process. Remember to establish a measurement so that everyone will recognize when the goal has been accomplished.  Monitoring progress toward your BHAG will keep it top-of-mind, too.

BHAG - Ion ExhibitsTeam Ion recently completed reviewing 2020 smart goals with our team members, as well as our Big Hairy Audacious Goals! 

Here’s what a few of our clients have to say about us:

“As a seasoned Event Manager, what I look for is a team that is an extension of my own, and that is what I get when I work with the professionals at Ion Exhibits.” Sarah Ellis, Box.com

“Ion played a critical role in developing a realistic and comprehensive booth plan that was aligned with our brand strategy.” Ellen Kim, Comap

“During the whole project, it wasn’t a supplier-customer relationship but an actual partnership.” Sylvain Touboul, Dimeco

Contact your Ion Account Executive to learn how we can help you with your BHAG.