How much do you we know about our exhibitor base? We know that they exhibit in our events. Now we assume the why is because we are a cost-effective way for them to reach a large audience with a reasonable ROI.
We know that we provide them access at a cost to lead capturing devices. We also know that for the most part at a cost we will make our list available to them thru a third party vendor to promote their products.
Now for the most part we have relied on our sales or marketing team, mainly the sales team to enter in the database relevent data for each exhibitor or sponsor. Now we also know that data is only as good as what has been entered and is subject to user error or lack of input.
When the economy has been good, we many times get complacent and ignore what our exhibitor customer may want to achieve because they continue to participate in the event. However technology used correctly by the exhibitor base is allowing them better access to the actual tangible return on the investment of the event.
Sometimes the seismic warnings and slight tremors go unoticed as you eventually find yourself without one or more customers.
Now their plans and budgets may change but if you had provided what they needed, would they still be a customer. The need may change based upon the decision-makers at x corporation. The marketing vehicle of choice may have also changed, as it will continue to do in a digital technology driven economy.
Technology over the years has always had an impact on marketing and sales. However customer understanding of behavior, data and needs have been around forever. The data had to be stored on paper or in the human mind. Now it can be stored on a tablet device.
All exhibitors have a product or service offering that we know? We know that our show offers potential customers for their products and services based upon their evaluation of the basic demographics.
This is general information. Now we need to take the general data provided to the exhibitor customers and do the following:
Collect more data to further narrow their product to a particular group for example.
Next narrow down the product or brand match to a particular decision-maker from your customer attendee database. Now the person who makes the decision to buy a product from this exhibitor may vary per industry business segment and company size.
The questions to ask and collect;
What are your business sector targets
Who are the decision-makers for your products (if they have more than one you will need to address it)
What is company size or sales volume of your target market?
Are you the exhibitor willing to provide a list of company's that are presently customers to bounce of show managements list to concentrate on new customers?
Another need of exhibitor customer data intelligence. Is to understand where else they exhibit, advertise, promote , dollars spent and why?
If you understand where dollars are spent you will also understand growth possibly for your event.
For example if the exhibitor is taking more exhibit space or spending more dollars at another event do you know why?
We need to know who they want to reach, how they want to reach them, and what it takes to engage.
Again thank you for reading and I look forward to any suggestions to make this blog of more value to you.
We know that we provide them access at a cost to lead capturing devices. We also know that for the most part at a cost we will make our list available to them thru a third party vendor to promote their products.
Now for the most part we have relied on our sales or marketing team, mainly the sales team to enter in the database relevent data for each exhibitor or sponsor. Now we also know that data is only as good as what has been entered and is subject to user error or lack of input.
When the economy has been good, we many times get complacent and ignore what our exhibitor customer may want to achieve because they continue to participate in the event. However technology used correctly by the exhibitor base is allowing them better access to the actual tangible return on the investment of the event.
Sometimes the seismic warnings and slight tremors go unoticed as you eventually find yourself without one or more customers.
Now their plans and budgets may change but if you had provided what they needed, would they still be a customer. The need may change based upon the decision-makers at x corporation. The marketing vehicle of choice may have also changed, as it will continue to do in a digital technology driven economy.
Technology over the years has always had an impact on marketing and sales. However customer understanding of behavior, data and needs have been around forever. The data had to be stored on paper or in the human mind. Now it can be stored on a tablet device.
All exhibitors have a product or service offering that we know? We know that our show offers potential customers for their products and services based upon their evaluation of the basic demographics.
This is general information. Now we need to take the general data provided to the exhibitor customers and do the following:
Collect more data to further narrow their product to a particular group for example.
Next narrow down the product or brand match to a particular decision-maker from your customer attendee database. Now the person who makes the decision to buy a product from this exhibitor may vary per industry business segment and company size.
The questions to ask and collect;
What are your business sector targets
Who are the decision-makers for your products (if they have more than one you will need to address it)
What is company size or sales volume of your target market?
Are you the exhibitor willing to provide a list of company's that are presently customers to bounce of show managements list to concentrate on new customers?
Another need of exhibitor customer data intelligence. Is to understand where else they exhibit, advertise, promote , dollars spent and why?
If you understand where dollars are spent you will also understand growth possibly for your event.
For example if the exhibitor is taking more exhibit space or spending more dollars at another event do you know why?
We need to know who they want to reach, how they want to reach them, and what it takes to engage.
Again thank you for reading and I look forward to any suggestions to make this blog of more value to you.
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