Identifying the most profitable type of trade show booth attendee is only half of the job. Once businesses know who to market to, they need to determine what buying style they generally have and how to market to them. This isn't easy, but it is vital to the development of an effective marketing strategy. Once the company has this, all of the marketing materials, concepts, and graphics can be customized to match it.
The Emotional Buyer
A large number of trade show booth leads shop around because they want to make their lives easier or happier. Known as an emotional buyer, this type doesn't necessarily have a problem that needs to be solved. These buyers are often looking for luxuries or to satisfy their desires. This could include identifying with someone who is frustrated with a particular process and will find relief with a specific product, offering a solution that can make some enjoyable moment even better, or take the work out of something. Also, this type often reacts best to one-on-one marketing tactics.
The Needy
The most driven to buy, needy attendees have a direct problem they need a solution for. For example, they may need a specific product or service, be unhappy with a current provider, or have a problem without realizing there is a specific solution available out there.
The best way to deal with this type of trade show booth visitor is often by relaying and identifying the same problem the attendee is dealing with. Then, show how a specific product or service can solve that problem so they never have to suffer with it again.
The Opportunist
Usually, when products or services are created, they have specific purposes, roles, or uses in mind. However, some attendees will visit a trade show booth, examine the various items and ideas, and come up with new ways they can be used. They are likely the most difficult to market to since they prefer to test and work directly with the items being sold.
What makes this type of buyer particularly important, however, is that they will develop new uses and possibly provide the company with fresh ideas. They may also start new trends and expose the products to new target markets that may not have been considered originally.
The Bargain Hunter
These buyers might not always be the most profitable, but they will buy if the price is right. Often 'tire kickers', these visitors will stop at several competing displays in an effort to find the highest value for the smallest price. Companies looking to market to this buyer type need to focus the attendee's attention on the economical value and quality its products and services can offer.
No matter how great a trade show booth looks, it will be useless if it doesn't cater to the needs and desires of the ideal target market. Therefore, businesses need to examine this part of their marketing plan very carefully before moving forward.
Author Resource:
Chris Harmen writes for the Las Vegas trade show booth experts, Skyline (http://www.skylinelv.com/). For a hassle-free and profitable trade show booth, Las Vegas Skyline offers a full line of premium supplies, services, products, and advice for an affordable price (http://www.skylinelv.com/).
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