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How Segmentation Can Help Grow Your Trade Show Audience

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Katherine Zimoulis
Katherine Zimoulis

VP, Content Marketing

Tap into this strategic practice to grow your attendee base

A version of this article originally appeared in the IAEE CEM newsletter

For a trade show to be effective, it has to speak to the audience’s unique needs. But how will you know what each audience needs if you don’t have a clear picture of who they are?

You may feel you already have a good grasp on your audience, but how deep do your insights go? What do you know about their challenges? Their communication preferences? Their interests?

Knowing everything about each group you’re targeting is not only vital to developing your sales, marketing, and event experience strategies, it’s crucial to understanding how your trade show should evolve over time.

To stay relevant, you must continually examine your trade show offerings while also staying attuned to where your industry is heading and what communities you should be targeting to ensure overall program growth.

Focusing on priority audiences or new target markets and their unique needs gives you guideposts along this journey, so you can evolve without alienating the very people you wish to attract and engage.

Segmenting your audiences also enables you to: 

  • Meet the unique content and experiential needs of each segment
  • Develop marketing messages tailored to each segment
  • Prioritize the level of investment and focus you place on attracting each segment based on their importance to the overall success of the event
  • Develop robust personas to inform your marketing and experience design approach for maximum engagement

Interested in learning more about how you can grow your audiences through segmentation and persona development? 

Download our guide, which comes with a handy worksheet you can apply to your event today.

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