TradeShow Teacher: Trade Show Tactics Newsletter October 2006

Click Here to go back to the October 2006 Trade Show Tactics Newsletter Home Page

WELCOME! You have entered the "No B.S. Zone"
..."you'll find this content very refreshing!" ; )
- Linda Musgrove, President of TradeShow Teacher

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!

Market Segmentation

How are Markets Segmented?

How do you determine the right Market Segment for your business?

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

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!

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)

Where can you learn more about your key prospects and their needs?

How does this Market Segmentation "Buyer Knowledge" affect your Trade Show exhibiting?

Professional Actors like Harrison Ford, Brad Pitt and Julia Roberts have coaches. Professional Singers like Beyonce, Harry Connick Jr. and Barbara Streisand also have coaches.

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 you need the TradeShow Teacher? So you can speed your sales cycle and increase revenue by learning how to:

Select the Right Shows to Exhibit at
Obtain Qualified Leads
Target your 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!

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

Do you want to learn how to SPEED SALES CYCLES and INCREASE REVENUE for your business?!

I invite you to continue enjoying the Trade Show Tactics Newsletters I'll send you, also please check the TradeShow Teacher site often for new resources, AND ASK YOURSELF...

Call Linda Musgrove, the TradeShow Teacher at
(888) 547-7410
for a FREE CONSULTATION to discuss how you can achieve these vital goals for your business!


	Click Here to go back to the October 2006 Trade Show Tactics Newsletter Home Page
	About Us Programs Services Manual Speaker Media Trade Show Resources
	Register for the TradeShow Teacher Newsletter (click here)

		WELCOME! You have entered the "No B.S. Zone" ..."you'll find this content very refreshing!" ; ) - Linda Musgrove, President of TradeShow Teacher 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! Market Segmentation How are Markets Segmented? How do you determine the right Market Segment for your business? 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 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! 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) Where can you learn more about your key prospects and their needs? How does this Market Segmentation "Buyer Knowledge" affect your Trade Show exhibiting? Professional Actors like Harrison Ford, Brad Pitt and Julia Roberts have coaches. Professional Singers like Beyonce, Harry Connick Jr. and Barbara Streisand also have coaches. 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 you need the TradeShow Teacher? So you can speed your sales cycle and increase revenue by learning how to: Select the Right Shows to Exhibit at Obtain Qualified Leads Target your 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! 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 Do you want to learn how to SPEED SALES CYCLES and INCREASE REVENUE for your business?! I invite you to continue enjoying the Trade Show Tactics Newsletters I'll send you, also please check the TradeShow Teacher site often for new resources, AND ASK YOURSELF... Call Linda Musgrove, the TradeShow Teacher at (888) 547-7410 for a FREE CONSULTATION to discuss how you can achieve these vital goals for your business!