Exhibition Target Market
A critical element of your trade show marketing is knowing which of the following groups are most interested in your products or services:
Present customers or clients: These are people you are already doing business with but want to continue nurturing the relationship.
Technical personnel: These people are interested in the technical aspects of your products/services.
Manufacturers: These people produce and may well benefit from what you have to offer.
Specifiers: These people instruct others to use specific products/ services to produce another product. For example, an interior designer might specify using a specific brand of carpeting for a project.
Suppliers: These people might provide you with products/services.
Consumers: These people use the products/services you sell.
Influencers: These people sway others to buy and are often sent to shows to research whats new in the industry.
Consultants: These people advise others about specific products/ services.
Definitely take time to think through the group or groups you want to target because doing so will help direct your marketing promotional efforts.
The Right Exhibition Show
There are two groups of shows you should be evaluating – the shows you are presently attending and the shows you want to consider for future participation. Before choosing a show to attend, you need to address the following questions:
1. Which shows best fit your needs? They should be within your budget, in a serviceable location, occur at a convenient time and, most importantly, attract your target audience.
2. If your company services a specific area of the country, you should attend shows that draw only from that region. If you want to expand your market into new areas, you need to investigate shows that attract prospects from those areas.
3. How successful has the show been in the past?
4. How is the show promoted?
Different Exhibition Shows
Your company could be represented at many kinds of shows, including international, national, regional and local exhibitions. Let’s look at each one of these to identify their differences.
International shows are often major events, which attract exhibitors and attendees from all corners of the globe. These shows offer a forum for launching new products and discussing industry issues.
National shows are primarily targeted to buyers and sellers in a specialised industry and are promoted to attract visitors nationwide.
Regional shows are organised in a particular area of the country. Many of these events are open to the public.
Local shows draw attendees from the immediate vicinity and are often open to the trade and the general public. They include consumer shows such as home shows, hobby shows or boating shows, which specifically attract many local attendees.
What Exhibition Show?
To find out, get as much information as possible about the show you're considering
- Ask show organisers for a copy of last year's registration form, and an attendee profile. This will tell you who you'll meet on the show floor.
- Don't be shy about asking for the names of other confirmed exhibitors, and search the list for your competitors.
- Ask past exhibitors and attendees what they liked and disliked about the show, and whether it met their buying and selling needs.
- Ask show management how they plan to promote the show, and what they will do to help your ideal prospect find you there.
Your answers to these questions form the specific objectives you need to set to be a successful exhibitor. And remember, the objectives you set should be measurable and obtainable. If you set a specific number of leads to generate or units to sell, you will find it much easier to judge your success at the end of the show. Setting challenging goals for performance is important, but don't be unrealistic - you want to succeed!
It is not enough to select an exhibition because the sales force believe the company ought to exhibit or because the organisers claim your competitors will be present.