MARKET SEGMENTATION AND THE EFFECTS ON YOUR TRADE SHOW EXHIBITING

(PLEASE NOTE: This article can be reprinted; as long as the byline at the end of the article is included)

Linda Musgrove
TradeShow Teacher
www.tsteacher.com

Market Segmentation is the act of defining and targeting your marketing mix and product development to reach a very distinct group of buyers that need or want your products and services already; these buyers are very "EASY TO SELL" your valuable business offerings to!

HOW ARE MARKETS SEGMENTED?

• Demographical bases (Age, Family Size, Life Cycle, Occupation)
• Geographical bases (States, Regions, Countries)
• Behavior bases (Product Knowledge, Usage, Attitudes, Responses)
• Psychographic bases (Lifestyle, Values, Personality)

HOW DO YOU DETERMINE THE RIGHT MARKET SEGMENT FOR YOUR BUSINESS?

For starters, begin by evaluating your product/service offerings and visualize the type of
person that is the most likely to "need" or "want" them. Think about WHY they would
"need" or "want" your product; does it help their life? their family? their business as a
whole? their job performance? their community? Their income? To put it simply, you
need to begin by clearly defining WHAT is it about your product that makes people want
to buy it, then you can determine WHO this particular buyer is and THEN - and only then
- you can understand how to effectively market and sell to them!
Look at the examples above for how markets are segmented and think about which of
these items are applicable to your business and product/service offerings. Be as specific
as possible; by drilling down to the essence of who your product/service is the most
valuable to and taking the time to really understanding your buyers, you will speed your
sales cycle and positively impact your business revenue by knowing who to target your
messaging to, where to advertise so you reach your key prospects as well as how to
script sales calls so they address the buyers "pain points" that your product/service
relieves. By clearly understanding your key prospects, this will also make a huge impact
on your Trade Show success!

WHERE CAN YOU LEARN MORE ABOUT KEY PROSPECTS AND THEIR NEEDS?

Once you have clearly defined what type of buyer needs or wants your product the
most, then you should spend ample time learning as much as possible about these key
prospects so you can continuously improve the way you market to them. How do you do
this you ask?!

HERE ARE A FEW EXAMPLES:

• Watch the Marketing Efforts of Key Competitors
• Talk to Key Buyers in your Trade about New Product Introductions
• Conduct Needs Analysis from Individuals and Groups
• Read Trade and Association Publications and Read Articles from Experts in Your
Industry
• Read Basic Research Publications & Research Information Online

HOW DOES THIS MARKET SEGMENTATION “BUYER KNOWLEDGE” AFFECT YOUR TRADE SHOW EXHIBITING?

To exhibit at the most targeted shows for your business you need to understand exactly
WHO it is that you want to reach, by taking the time to fully understand your key
prospects, this will help you:

• Research Targeted Show Selections
• Research shows in verticals you would not have thought of before
• Understand if a show is actually going to place you in front of your key prospects,
when reading the Attendee Demographic information provided by show
management
• Determine which marketing approaches offered by the show organizers will be
the most beneficial for your business
• Determine Pre-Show Marketing strategies that will reach your target audience
and entice them to visit your booth to learn more about your company and your
products/services

Linda Musgrove, the TradeShow Teacher helps companies improve their Trade Show Results through customized Educational Trade Show Marketing Programs; with programs for individuals, or entire departments and with the Trade Show Training Manual she authored, titled: Trade Show Training, for Increased Return On Investment. Visit http://www.tsteacher.com to register for the FREE Trade Show Tactics Newsletter! Call (888) 547-7410 for a FREE consultation.

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More About the TradeShow Teacher

(This is for informational purposes and does not need to be included if you wish to re-print this article

Serious Businesses have Linda Musgrove, the TradeShow Teacher.

Why do these professionals actors and musical artists have coaches? To understand their audience, improve their performance, market themselves to their target audience and so on.

Why do businesses need the TradeShow Teacher? So they can speed your sales cycle, increase revenue and increase Trade Show ROI by learning how to:

- Select the Right Shows to Exhibit at
- Obtain Qualified Leads
- Target Public Relations and Marketing
- Design Effective Graphics and Messaging
- Set Strategic Goals and Objectives
- Create an Effective Lead Handling Process
- Master Networking Skills
- Streamline the Planning Process
- "Stand Out" from the Crowd
- AND MUCH MORE!