When attending a trade show, one of the most important aspects to consider is the trade show audience. Your company could invest thousands and thousands of dollars in booth design, show fees and all other substantial costs, but if your booth does not connect with the attendees, all the hard work could be for nothing. In this trade show training, we will guide you through the process of identifying your target audience.
Ask yourself these questions:
- Who are your existing clients?
Take the time to know your customers. Identify the prominent gender (if applicable), age range, job titles (are they an executive?), and common buying patterns. By doing this, you will establish buyer personas, which are fictional but accurate representations of your customer database. Each of your customers will fit a buyer persona, and the process of identifying where a customer falls in terms of personas will allow marketing your company to be done with greater precision.
- Which personas are attending which trade shows?
Do some research on the overall market – reach out to show contractors and find out general information of the attendees. Identify the same qualities in the show attendees as you did to determine your company’s buyer personas.
- Who are your company’s target personas?
You have collected data from your clientele and from the general market public. Now, it is time to put your best foot forward. Pick a show that embodies your main buyer persona(s), or pick a show and market for the buyer persona(s) who are attending that show. Either way, your company will have a “head start” on marketing, and your ROI will grow.
Answering these questions should help you figure out trade show marketing ideas that will boost traffic to your booth and stand out from the crowd. The more your business knows who its target trade show audience is, the more it will open new doors and foster more clients!