Pre-Show Marketing Means Defining Your Target Audience Before You Go To the Tradeshow

Pre-show marketing prompts people to visit your exhibit area, to talk with you, and to view your products and services. Pre-show marketing helps ensure that the attendees, the media representatives and others will not miss you or your company.

A key difference between the average tradeshow exhibitor and the Tradeshow Superstar is that the Superstar uses effective pre-show marketing to increase both the quantity and quality of visitors to their booth.

Your best results will come from people you invite, rather than the hundreds or thousands of people roaming the tradeshow exhibit area.

When I work with clients, I have them use a 6-step process to ensure that their pre-show marketing efforts will be successful.

Step 3.  Develop an in-depth understanding and demographics of your target audience. These demographics should include both business and personal information, such as gender, education, preferences, etc.

Is your target audience primarily male or female? Do they think differently? Do they respond differently?

Do you have a universal appeal or do you need to tailor your material to geographic or cultural differences?

Engineers are different from customer service people. CEOs are different from CFOs.

The more precise you can define your target audience, the more success you will have in developing a successful pre-show marketing campaign.

From "How To Be A Tradeshow Superstar" by Michael T. Curtiss, CEO Thunderbird International Group

For additional information on how to be a more successful tradeshow exhibitor go to TradeshowMentors.com

Going Out

WINE DOWN THURSDAYS: Every Thursday until Sept. 30, Childress Vineyards hosts a free Thursday concert series from 6 to 9 p.m. on the lawn beneath the terrace, weather permitting. Tonight, Dallas Reese Band will perform. On July 10, Melonbelly will play.

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