Trade Shows ~ Know the Audience

By Autumn Moss, RCM contributor and trade show survivor

How do you decide which trade shows your company should have a presence at?

One of the key deciding factors should be based on the audience profile. Ask your Sales Team who they need to talk to at which points of the sale cycle and use this information when choosing an event.

A trade show should be able to provide you with at least this information:
· Titles/Level of Attendees
· Role in the decision making process
· Annual Budget
· Industry Sector
· Region

Tailor your presence to attract the attendees you want to speak with. From pre-show mailers, bag inserts, room drops, give-aways, signage, to what your booth staff is wearing are all things you can use to portray your corporate message to the audience and to draw them to your booth.

And once you have them at your booth know how and what to ask them – bring seasoned Sales Representatives – to find out what they need, what their pain points are, budget, purchase time-frame, etc. Then write it down! There is no point asking all these questions if you can’t get the information to the Sales Rep back in the office. After the show they must know who to call and why.

You company is investing money, time, and resources to be at a trade show. Take the time to know your audience and tailor the experience to who you need to speak with, not just scan a lot of badges.