So you did everything right and now your trade show booth is bustling with the crowd – a dream come true, right? Or is it your worst nightmare? Imagine, there are visitors all over the place, but you aren’t really getting anything out of them, no inquiries, no leads, no over-the-counter sales, no nothing. Yes, the competition is green with envy, congratulations, but it’s not like you are on cloud nine yourself. And all this because you don’t know your ideal customer, and who’s to say that even if they were standing right next to you, you’d notice. Well, there’s always a next time!
Identifying The Ideal Trade Show Customer
Do Your Homework
If you want to be able to identify your ideal customer on the crowded trade show floor, make sure you have the customer persona handy. Make no mistake, a customer persona is not a customer profile. There’s more to a customer than their name and the company they represent. What you need is a detailed, well-researched checklist of sorts, one that you should definitely not leave until the last minute.
Here’s what goes into making one:
- Data you can fetch from the industry
- Data that your CRM provides you with
- Data you get to extract from the existing customer base
Here’s what it cannot lack:
- Demographics – right from age and gender to the level of education and the region they inhabit, anything that makes them relevant
- Objectives and pain points – the ideal customer is at your show, looking for a possible solution. It is only when you know what the problem is that you can offer one. And yes, they are vulnerable. Reach out!
- Clear-cut distinctions – What does your ideal customer refer to, when on the lookout for information? The internet? Or are they more of a reader, with an avid interest in scouring the industry publications? How about brochures? You sure these won’t end up in the trash can? Get your facts straight!
- Mode of communication: Are they open to attending a trade show in the first place, or would they rather talk to you over the phone?
Here’s what it does:
- For starters, a customer persona gives you the lowdown on their purchasing behavior
- Next, it helps you develop a deeper understanding, saving you from beating around the bush
- And then, it pretty much makes it clear, how to market and more importantly, how not to
Send Clear Signals
For you to identify the ideal customer, they must come your way, to begin with. Don’t make do with subtle hints. They won’t cut through the noise. Only something loud and clear would.
- Make sure that all your visual elements are spot on. You and we both know that you are out there to address their pain points, but what about your customers? It’s time you got the word out.
- When you take to social media, try and hit the bull’s eye for once. If they find you relevant online, chances are that the two of you would hit it off instantly at the show.
- Speak the same language. Right from your marketing collaterals to the graphics being used at the booth, every conceivable content should be full of jargon they comprehend or better still, relate to. So if it’s a millennial who is your ideal customer, you know what to do.
While it’s important to identify the ideal customer, the trick lies in identifying the one who isn’t, so you can save big on time, money and effort and channelize your energies in the right direction.