In marketing, the saying goes, “Target everyone and you target no one”. This is very true and worth remembering! Knowing who you are talking to will help develop effective marketing strategies.

Each aspect of your logo, package, even your exhibit design is related to your target audience. Images, words, fonts, and colors all are dependent on target audiences. For example, colors that would get the attention of a teen would probably annoy an older person and the colors that appeal to the older person would not get a second look from a young person.

Going to the trade show floor and not knowing your target audience is a major error. Both knowing your target retail buying audience, as well as your target show floor audience is essential for your success. Target audiences are unique groups or segments of customers for your product or service. When marketing your business you can advertise and promote your product or service most effectively by clearly defining your target audiences. Using demographic information we can define and describe customer groups. In marketing terms you break down these populations by age, job, sex, income, interests, and family (either married/single/ divorced). Examples of this would be: Teens and young adults, 18-35, involved in social networking or Parents with children living at home ages 2-9, or teens and young adults, 13 to 24, with interests in trends and pop-culture. Other groupings strike differences in lifestyle, attitudes, beliefs, values, personality, buying motives, technology use, such as Major League Baseball fans, Square Dancers, car collectors. Offering this information through your exhibit design and graphics will pull the right trade show floor audience to your exhibit. Time is money – spend it wisely.