The concept of buyer personas has only been defined since 2002. The practice of building a model representation of a typical buyer, defining their goals, understanding what drives their behavior, and how, when and why they buy is an incredibly valuable tool for marketers, especially in the digital age. We create content based on an informed understanding of who our buyer is and where she is on her buying journey.
Has she created a short list of potential solutions and searching for information to help her differentiate and prioritize alternatives?
As marketers, we can then create content designed to help answer the questions our buyers face along their journey and we make that content available when and where they are likely to be looking for answers.
What about Face-to-Face Marketing?
Buyer personas are a proven part of successful content marketing. Just run a web search on “buyer personas in content marketing” and you’ll get over 6 million results. But I believe personas should have a starring role in face-to-face marketing, too. We are a people-centric industry, and it’s time we actively worked to understand customer behavior in order to best serve them.
In my over 20 years in business-to-business marketing, I’ve attended over fifty trade shows both as an exhibitor and as an attendee across a wide variety of industries, from an oil and gas industry show in Houston, TX to the National Catholic Educators Association in Toronto, Canada. Early in my career, I didn’t know about buyer personas nor did I implement sophisticated engagement techniques. I just sent out a simple pre-show mailer “Come Visit Us at Booth # ___” and had a simple pop-up stand, table skirt, signage, fish bowl to collect business cards, sample product (or demo software) and literature. I hoped people would stop by and talk to me. I’m happy to say my strategies, objectives and approaches have advanced significantly since those early days.
The other thing that has advanced since those early days is my understanding and anticipation of buyer behavior and how to apply that knowledge to my trade show planning. And that planning includes the development of the buyer personas most likely to visit our booth.
You’ve made the decision to attend a trade show and you’ve
You’ve decided that investing in face-to-face marketing will achieve your brand
Recently, over 100 individuals from our industry gathered to speak to our representatives on Capitol Hill during Exhibitions Day. The annual fly-in is led by the International Association of Exhibits and Events (IAEE), and 2017 was the fourth installment, with attendance growing each year. While there are no exhibits, it is the epitome of the time-limited face-to-face marketing influence that is central to our industry.
When you are relatively new to a pre-existing events team or program, it can be overwhelming to get a handle on all the different number of trade shows, show acronyms, venues, assets, internal and external partners, products, brands and sales professionals. Taking a “program approach” and organizing your shows and assets into tiers can help you stay focused, concentrate on your objectives, control spending and will probably help your peace of mind.
So, you want to take your domestic trade show to an international audience. Or perhaps you’re already participating in international trade shows but you want to expand your program to additional cities. Regardless of the stage of your particular program, there is great value in understanding how trade shows operate internationally because it can be very different than in the United States.