Target Marketing

Show Expert Systems Revolutionize Product-to-Customer Matchmaking

Trade shows provide hosts, exhibitors, and attendees with a wonderful medium for buying and selling goods and services. Successful events direct attendees to exhibitors that fit their buying interests, preparing them to buy long before they ever set foot on the show floor. Traditionally this matchmaking has been done at the attendee-to-exhibitor level, leaving the two parties to work out which specific products meet the attendee’s needs without the distributor’s input. Today, more selective Target Marketing techniques can be applied on the show floor utilizing the Show Expert Systems trade show software to target specific items for each attendee.

How it's Done

Pre-Show

For distributors seeking to leverage knowledge of their customers’ buying habits and their own internal expertise of product and vendor value, Target Marketing is the answer. Distributors begin the process through careful analysis of their product portfolios prior to the event. Each vendor, product category, and ultimately the products themselves, must be placed within a vendor/product valuation matrix.

Using our online trade show software, Items are assigned (see image below) to the attendees by either the sales team or the central office staff. This set of items becomes the attendee’s “Show Specials”. The sales team prepares the customer to purchase their “Show Specials” through the distribution of marketing materials and discussion of required price points. In addition, the sales rep can point out ways to utilize the Show Expert Systems Negotiation process to achieve a better price by negotiating with the manufacturer directly on the show floor. 

Show Day

On show day, attendees enter the show with their personalized “Show Specials” list and begin walking the floor to find their deals. Once at an exhibitor’s booth, using our point-of-sale trade show software, they begin to purchase their “Show Specials”, negotiating for additional allowances and incentives to secure their business. This directed activity is critical to the success of the Target Marketing process. Exhibitors trained to look for Targeted Items and to employ the Show-Negotiated Allowance process have been shown to generate more new business.

Once the attendee is ready to leave the show, they receive a print-out of their purchases to confirm their orders. Following the show, sales management can use specially-designed Target Marketing reports to manage their sales team’s follow-up activity. When combined with the Show Expert Systems Leads Report, a sales person has all the information necessary to go back into their accounts and generate further sales after the show.

Post-show

Data Connect will supply a Targeted Items report to the show host, and can even provide booked vs. shipped tracking to monitor the success of your Target Marketing campaign.  With our trade show software, the sky is the limit.

Many show hosts offer an additional virtual event 90 days after the physical show to those customers that participated in the Target Marketing campaign as a way to say thank you and to maintain the business generated at the show. Using our trade show software, even virtual events can incorporate a Target Marketing campaign.

Best Practice Steps to Success:

• Void Matrix Analysis: Determine what categories or vendors need improvement
• Target Marketing at the account level (10 items each) using the online trade show software
• Design incentives to captivate Sales Reps’ and Customers’ interest in your Target Marketing campaign
• Train Vendors and Sales Reps before the show on the Target Marketing process
• Create a “Show Specials” guide for each account to use at the show
• Use the POS trade show software to close the sale with Vendor Negotiations
• Use specialized Target Marketing Booked vs. Shipped reports to keep track of new sales
• Have a post-ship promotional plan to maintain the business earned at the show
• Run a virtual event three months after shipping with Targeted deals

Summary

Target Marketing requires focus and commitment from the show host’s sales and procurement departments in order to be successful. You are investing in yourself and your customers when you take the time to research and prepare your Target Marketing plan. Data Connect is here to help you strategize and execute your objective. Tips on training and incentive systems are available from our marketing team--just ask for a free consultation today on how best to utilize the Show Expert Systems trade show software to drive better results from your events.