Trade Show Strategies: Targeting the Right Audience – Part 2

In my last blog spost I talked about three questions that you need to ask when building your trade show strategies:

Why are we going?

Who is our target audience?

How will we measure success?

This post deals with question number two – Who is our target audience? Again, you want to make sure the you don’t let yourself or your team off with easy answers to this question (our target audience at the show is doctors, electricians, mechanics, etc.) I can almost guarantee that you/your sales and mareketing departments have certain goals for products, services and target audience set for the year outside of your trade shows. Make sure that the goals you’re setting and measuring for the show and the leads that you bring back align with those objectives. For example, instead of just targeting auto repair shops at an auto show – you might drill down and make your target; auto repair shops of a certain size (by number of employees or income) or  in a specific region of the country or international if you’re trying to build revenue in a new area, or companies that specialize in a particular procedure that your newest product addresses.

This doesn’t mean that you won’t talk to others who come by your booth and possibly even get some good leads that fall outside of your defined target. But drilling down and creating a more defined target profile  at a specific show helps you focus your strategies and bring back leads that are more likely to be followed up on quickly because they align with overall objectives.

Susan Brauer About Susan Brauer

Susan Brauer, CME and president at Brauer Consulting Group, has more than 20 years experience in the trade show and events industry. Her experience in setting strategic, quantifiable objectives, promoting and strengthening key corporate messages and demonstrating ROI has led her to also become a sought-out speaker at national trade show events and conferences. Susan’s areas of expertise include strategic goal-setting, event measurement programs, booth staff training and hands-on, interactive workshops.

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