Episode 12: LTSecurity Inc.
Exhibitor Insight is back! This time around, we're introducing you to some of our clients from CEDIA Expo 2018. In this episode, Chris from LTS shares his secrets on how to earn business at a trade show. LTS is a company that delivers industry leading security solutions and value-added services in video surveillance with a full line of CCTV, access control, burglar/fire alarms, cabling and more. Check out the video to find out how a teddy bear can keep your home safe!
In this episode of Exhibitor Insight, Chris brings up 3 main points: know your demographic, be ambitious, and know your products. We've covered the latter two already in previous articles so we'll be dedicating this article to the importance of knowing your demographic. You can read our article on being ambitious and proactive here, and our article on product knowledge here.
Know Your Demographic
Chris brings up a very critical point in this video: when you're exhibiting at a trade show, you need to know your demographic. Finding out what your target demographic is should be one of the very first steps you take when planning to exhibit. This, of course, should be done as research prior to attending the actual show itself.Outline Your Objectives
The very first thing you need to do before you start anything is determine what your goals and objectives are for the show. Are you trying to gain exposure? Or are you planning on showcasing a new product? Whatever your objective may be, figuring it out early will allow you to plan the rest of your trade show more effectively. We went over the topic of preparation and how to effectively come up with objectives in a previous article; you can read about it more in-depth here.Research Different Shows
There's a plethora of different trade shows out there, all catering to different businesses, industries, and sectors. This is where the research comes in. After deciding on what your specific objectives are, take a look at all the different types of trade shows out there and determine which ones align with your goals the most. For example, if you're looking to increase brand awareness or introduce a new product line, a consumer trade show would most likely be the better fit for you. If you're planning on networking and building more business relationships with other companies, an industry or B2B trade show would be the better choice. Since most B2B shows are already segmented by specific industries, choosing the right one for you should be fairly straightforward.Decide On A Show And Plan Accordingly
After you decide on which show to exhibit at, it's time to take a look at who'll be attending and plan out your exhibit strategy accordingly. Every trade show should provide a list of its attendees and exhibitors on its website. If the current list isn't out yet, take a look at who attended the show in previous years. This should be able to give you plenty of information on who your main audience and demographic will be. If you see a lot of your competitors on these lists, that means you're exactly where you're supposed to be. Chances are, that's where your mutual target market is as well. Proper research and preparation plays a huge part in your overall experience at a trade show, and that's something we always try to tell our clients.
What To Analyze
It's always a good idea to look at how many attendees there are in total. That information will help you decide on your booth size as well as the number of employees to staff. Furthermore, these numbers are useful to know when planning booth activities and giveaways. Studying demographics can also help tighten your operation. For example, if you know the audience includes a large amount of people with technical knowledge, you would want to ensure that your staff includes enough technical personnel to be able to talk the same language as the visitors.
One important factor exhibiting companies tend to overlook is the impact of gender and age on how we communicate with visitors at trade shows. The way in which men and women communicate and receive messages vary drastically from one another; this is backed by a significant amount of research. Knowing the difference between the two will allow you to influence the target group more effectively. Similarly, age is another factor that should be examined when evaluating demographics. An attendee in their 20's will communicate and operate very differently than an attendee in their 50's. Detailed information like this is crucial to have when planning out how messages will be conveyed, how the booth should be designed, and what types of promotions will be run during the event.