Trade Shows and Your Target Market: What You Need to Know
One of the most important aspects to consider when attending a trade show is your audience. If you don’t take the time to consider them, you could end up wasting thousands of dollars on a custom booth design that doesn’t connect with anyone. It has happened to other businesses, and you don’t have to make the same mistake.
Defining a target audience isn’t as easy as it sounds. Before you jump into your next trade show event, here are some things to know.
First, Ask Yourself a Few Questions
To start assessing your target market and what an ideal buyer might look like, here are a few questions to ask yourself.
- Who are your current clients? Assess common buying patterns, gender, age range, job titles, etc. in your current customers. This will help you create buyer personas for your company. Buyer personas are fictional yet accurate representations of your different customers.
- What personas are attending the trade show? Do some research and determine what types of personas will be at the trade show. By identifying your personas, you can create an appropriate booth, choose giveaways, and share messaging that they will find interesting.
- What personas are you most interested in working with? What personas will help you reach your objectives? Choose a trade show that is relevant to your needs and will put your brand in front of the right people.
Next, Create a Custom Booth for Your Audience
Once you have defined your target market, it’s time to create a custom booth that addresses this audience’s needs. There are endless ways to engage your unique audience thanks to technological advancements in the trade show industry.
Younger demographics prefer learning about products through touch screens, virtual reality, augmented reality, and digital signage. Older adults tend to appreciate genuine, face-to-face conversations along with tangible information like brochures and handouts. Set up a few cozy chairs with refreshments to invite them in. Giveaways work well for all audiences, just be sure to choose items that are relevant and useful.
Also, consider the appearance of your trade show exhibit. Does it capture attention from where your booth will be located? Is the message clear and easy to understand? Have you promoted your attendance at the event on social media? Finally, choose your best staff. They should be friendly, knowledgeable, and patient – your true A-team!
Last, Follow Up with Prospects
As you meet people and collect their contact information, have a plan to follow up with them. This is made easier when you use an app or database to track leads. Write notes about each person so that you know when to follow up and how to personalize the message. As you connect with these people and learn more about who is truly invested, you can fine tune the criteria for your best lead opportunities.
Over time, you’ll be more effective at choosing the right people to spend time with. They say that 80 percent of your success comes from 20 percent of your efforts, so targeting the right people will allow you to work smarter, not harder.