A trade show event is all about the audience, their needs, and most importantly, meeting those needs. Overlooking these needs can be very fatal for your brand. It is quite possible that with the planning for a trade show stand you might forget to remember those needs and fulfill them. That’s why it’s beneficial that you use audience segmentation to identify those needs, wants, and interests and then plan accordingly.
Audience segmentation before the trade show set up provides several benefits and advantages. By including these essential steps, you can:
- Calculate the investment level needed and strategically justify those investments.
- Identify internal stakeholder resources needed to maximize your reach and impact.
- Develop specific personas, which improve event design and allow for maximum engagement.
Audience segmentation can also be subdivided based on these categories that we are going to talk about:
- Demographics
The general audience segmentation includes taking age and gender. However, the division is simply too broad and can be overlooked, but it’s better to start by taking this step. This is a very common division technique use by many companies at the stand booth.
- Generational
Just as the name suggests, in this approach the attendees are separated by age and but are connected through a shared generation.
- Cultural
Audiences belonging to different cultures tend to have different beliefs and thinking style. Segmenting the audience at pop-up trade show booths on that basis will help you get new insights and give you a clear understanding of what they want.
- Psychographics
This type of segmentation studies what makes your audience tick. It dives deep into personalities to discover needs, concerns, motivations, aspirations, values, and lifestyle choices. Taking this information into account can help you to connect to your audience on a deeper, more intimate level.
To carry out the segmentation you can have separate trade show counters at the exhibition stand to collect the data accordingly to avoid confusion. While marketing the trade show booth you can prepare certain exhibit banners targeting the segmented audience. You can even have certain show displays for certain groups of audience.
Audience segmentation gives you a clear understanding of what the audience wants and what you should do to meet them. Taking surveys, asking questions, its all a part of the job. Segmenting the audience is the first step to deliver the audience experience.
