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Preparing for the Many Audiences at a Trade Show
By Joyce McKee | February 27, 2008
Last week I had a meeting with an old client who now has a new company and is going to a big show for them.
In our conversation I was pointing out to him that he needs to have several messages for the various audiences who show up.
Each group has its own unique vantage point which a smart exhibitor addresses.
Your customers – this special group should have attention exclusively for them. This could look like a hospitality suite or a off the show floor demo room.
Your current prospect – this group should be invited to your booth and if possible at certain times so that they can meet you and have special attention from you.
The general trade show audience – those that the show organizer has brought to the show. A concise message of who you are and what you offer needs to be communicated to them.
Typically, these groups are recognized and most exhibitors have prepared for them. But there is one more audience – all of the people who could NOT attend. When I mentioned this to my client – the light bulb went off.
He saw the opportunity to use this show activity to send a message about what they were doing at the show to his entire mailing list. And he is now going about doing that.
He is an avid fan of direct mail and he is creating a series of direct mail pieces that will go out to the entire list. The first piece is a post card, followed up by a letter then another letter with a White Paper offer. Each will build on one another and they have the appropriate call to action.
So I would ask you to consider all of these audiences and check to see how you are using this show to get maximum coverage and experience greater awareness from all of your audiences - which leads to more sales.
I will report his success in a future post.
Until then…
Joyce McKee
Topics: Trade Show Talk |