5 Ways to Target Valuable Prospects Through Your Trade Show Display

1. 5 Ways to Target Valuable Prospects Through Your Trade Show Display Trade show displays have a great deal of marketing and lead generation potential. This potential is due to the fact that these displays offer access to people who are both able and willing to do business with companies like yours. With more than two-thirds of trade show attendees providing new contacts for businesses, and with 99 percent of attendees recognizing a unique value in trade shows, these events are ripe for marketing success. The key to making the most of this potential is to specifically target the people at each show who are most likely to benefit from your products and services. By crafting the right kind of trade show display design, you can let your target audience know that your exhibit is for them. Here are a few suggestions for targeting valuable prospects through your trade show display design. Change your messaging for every show. Even within the same industry, trade shows can differ from each other. For instance, within the field of internal medicine, there are different trade shows that focus on physician assistants, integrative medicine, sports medicine, and more. The diverse specialties of each trade show means that the attendees and their interests are also different at each event. If you plan to go to more than one show a year, you may want the freedom to tailor your message specifically for the prospects you will meet at each show. If this is the case for your business, you may want to consider using a trade show exhibit that allows you to change your messaging frequently. For example, rental displays allow you to customize your message every time you take one out. Modular trade show displays can also be quickly modified with a new message as desired. These solutions allow you to tailor your message to the interests and needs of your target audience at every show you attend. Focus on your most relevant products and services. As a proud business owner, it can be tempting to think that all of your products and services are important. The truth, however, is that your target audience at each trade show will respond to some of your offerings more than to others. Knowing what these are, and highlighting them in your trade show exhibit, can help you improve your exhibit's appeal at the show. When choosing which products and services to emphasize in your exhibit, first choose the most recent ones. For instance, have you recently introduced a new service? Have you released a new product? Second, think about which of these new products and services will be most relevant to your target audience. Consider making those products and services the focal point of your display. Create a look that meets your audience's expectations. Your trade show display design should reflect your brand values and personality. However, it should also mesh with the expectations of your target audience. For instance, CEOs and other executives might want to see a sophisticated display that assures them that your company has the professional savvy necessary to meet their needs. Others might respond to a more humble design, prefer an off- beat look, or enjoy a simpler display. Your exhibit company should be able to help you determine exactly which elements, design features, and lighting are needed to achieve the right kind of look. The resulting trade show exhibit should draw in more of the valuable prospects you are wanting to attract, since it effectively communicates the fact that your business is relevant to them. Offer your audience what they want. Your target audience will often come to the trade show with a specific idea of what they want to accomplish there. For example, they might want to learn about the newest and most innovative ideas

2. and products in their field. They may also want to find business connections and resources or to meet with colleagues in their industry. Your trade show exhibit should let attendees know that you can help them meet their goals. For instance, if your target audience is looking for new ways to treat rheumatoid arthritis, you may want to focus your display on your own company's research into the disease, or offer literature related to the subject. Once your target audience knows that you can give them what they want, they will be more likely to engage with your business both at the trade show and afterward. Use images to reach your target audience emotionally. Finally, never underestimate the power of images to persuade and influence your audience. Before they ever read your messaging or speak with your sales team, they will first notice and respond to your images. For this reason it is important to make sure to use your graphics to reach your target audience emotionally. The exact images you use will depend in large part upon your audience and your business. As with every part of your display, these images should be true to your brand. However, the key is to use pictures that evoke the emotions you want your audience to associate with your business. When they feel this emotional connection to your brand, they will be more likely to look more seriously into what you can offer them. Creating a trade show display that appeals to the specific prospects you want to reach can help you to enjoy greater trade show success. By tailoring your messaging to each show, focusing on your most relevant products and services, creating a look that meets your audience's expectations, offering your audience what they want, and using images to connect with your target audience, you can craft a display that shows attendees that you are ready and willing to do business with them. Sources: http://www.skylinetradeshowtips.com/focus-your-exhibit-design-on-your-target-audience/ http://www.thetradeshownetwork.com/trade-show-blog/bid/48641/Understanding-your-target- market-at-trade-show-events http://betterbusinessbrand.com/five-tips-creating-effective-trade-show-display/ http://www.tsnn.com/news-blogs/16-powerful-stats-value-trade-shows http://www.eventsinamerica.com/trade-shows/professional-healthcare/internal- medicine/date/100000/