Business Intelligence

Trade shows and business conventions are wonderful forums for garnering exposure, but it’s crucial that you have the right marketing materials in place to help you establish those all-important leads. Choosing the right promotional and advertising products can really leverage your business potential. So how do you go about putting together promotional material that will sort you out from the competition at, say, your next marcus evans business convention?

Who is your audience? First, you’ll need to define your target market as accurately as possible. Are you targeting other businesses or individual potential customers? Are you targeting men, women or both? Is your audience mostly comprised of professionals or laymen? What is the age range of your target audience? What common traits and interests define your audience as a whole? What factors might distinguish them into separate groups? Don’t take another step without clearly identifying your market; you may find that you need to do some research before you come to any conclusions.

Then, think about your channel of distribution, as this will often help you determine what promotional products to use. A common distribution outlet – and the one we’ll discuss here – is a trade show or convention-style event, such as those hosted globally by companies like marcus evans. Many marketers find that it’s easier to build an advertising campaign around a specific method of distribution rather than around the promotional products themselves. read more »