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    [abstract] => 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.
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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.

How committed is she to finding a solution to her problem?

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.

Here are some ways to start forming personas: READ MORE

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Why Face-to-Face Marketing Needs Buyer Personas

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.

How committed is she to finding a solution to her problem?

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.

Here are some ways to start forming personas: READ MORE

Exhibit Concepts, Inc.

http://bit.ly/2jY4MPN

Designers and Builders

700 Crossroads Court
Vandalia, Ohio 45377
Jeff Korchinski

800-324-5063
JKorchinski@ExhibitConcepts.com

Request info

How to Budget for International Trade Shows
How to Budget for International Trade Shows

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.

Read more

10 Crucial Steps to Prepare for a Successful Trade Show - Part One
10 Crucial Steps to Prepare for a Successful Trade Show - Part One

You’ve made the decision to attend a trade show and you’ve allocated a lot of your marketing budget to the event. So, what steps can you take to make this a successful investment?  There are many variables and complexities involved in exhibiting so preparation is a crucial component of the overall process.

Read more

The Vertiv Trade Show Progam: an End-to-End Solution
The Vertiv Trade Show Progam: an End-to-End Solution

When the new Vertiv brand was unveiled to customers, it was

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Face-to-Face & End-to-End Marketing
Face-to-Face & End-to-End Marketing

The old saying is true: You only get one chance to make a first impression.  These days, we also know from experience that good branding is important and goes far beyond an eye-catching logo. While branding is definitely about the visual identity of your company it also encompasses your verbal identity: how you talk and write about the company is crucial. For your reader (AKA current/future clients), this communicates your brand personality and what your company values are likely to be, should they choose to hire you. It’s crucial to consider the physical spaces your target audience is likely to encounter your brand, in the same way we think about logos, fonts, tone, and voice.

Read more

Why Face-to-Face Marketing Needs Buyer Personas
Why Face-to-Face Marketing Needs Buyer Personas

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.

Read more

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