At any given trade show, you’re going to come into contact with many different types of attendees on the trade show floor. More specifically, you’re sure to find attendees who are at different stages in their own buyer’s journey.
Your mission, should you choose to accept it, is to present them with the right message that will speak to them and the needs they feel at their current stage of their journey towards a purchase.
Here’s a high-level breakdown of the three primary audiences you’re sure to encounter on the trade show floor, that’s based on their purchasing stage. Even better, we have some tips to help you reach them.
As you walk down the aisle, something catches your eye. It’s a bright color. A relevant message. It’s intriguing, but you’re not sure if it’s what you need.
This is what we like to call a Looker. These attendees are pretty far away from making a purchasing decision. In fact, other than a high-level awareness, they may not even realize what challenge they’re looking to solve.
As such, Lookers are most likely wandering down the aisle, looking around at the booths without any particular goal in mind, avoiding eye-contact, and keeping from being “sucked in” to a face-to-face encounter.
At this point, brand awareness is your best bet. Because even though these individuals might not be talking with you, they’re making mental notes about who you are, what you do, and what you have to offer.
Presenting your brand clearly and directly at strategic, visible areas throughout your booth is critical. Because there’s going to come a time when they put a name to their challenge, and they’re going to start searching. If you’ve done your work, chances are, you’ll be top of mind as a solution.
These are people who recognize they have a problem to solve, and they’re investigating potential solutions. They’re also impressionable. What this means is that everything you do, how you interact with these folks, translates into the kind of service they can expect from you.
They’re not ready to buy today. Rather, they want their questions to be answered. They want to demo a product. Because they have a list of potential sellers they’re considering, and they need to narrow it down to the best solution for them.
This isn’t a time to make the hard sale. Rather, provide value by giving them all the information they want and need to make an informed decision they can feel good about. Have it all available in flyers, case studies, and brochures throughout your booth.
This audience is a great candidate for a lead nurture campaign after the trade show. So be sure to capture their contact information. Chances are, they’ll be eager to give it to you, as long as you consistently provide value to them.
This audience is ready to buy. They’re digging into the weeds, exploring granular details such as budgets, timelines, and other logistics.
Explorers don’t want nurturing content (they gathered all that during the Seekers stage). Instead, they’re ready for information to help them pull the trigger. Anything less will feel like fluff or a smokescreen.
So give them a comfortable space to ask as many detail-oriented questions as they have. And be ready with all the sales information they might be looking for (spec sheets, research, videos, and demonstrations), whether it’s at the trade show or as post trade show follow-ups.
If you’re interested in more trade show booth tips, download our free resource, The Ultimate Guide to Designing a Trade Show Booth.