How do you define your target audience?
Most likely, you can quote the statistics off the top of your head – gender, location, education level. All those little definitions that help us align our marketing efforts to specific audience segments.
Numbers help us draw the broad strokes as we adjust our “Four P’s” to meet our clients’ needs. But relationships are built off more than statistics. As trade show and event professionals, we need to focus on those little nuances that complete the picture – the qualitative elements that don’t just tell us who our customer is, but what makes them tick.
Since September 18th-24th commemorates Nurses in Professional Development Week, I thought I’d present a “mini-case study” regarding how you can expand from demographics to a needs-based analysis of your target segments.
Whether you compete in the industry or not, this extended analysis should resonate and help you dig deeper into understanding your core audience groups. Whether you choose to challenge yourself individually or seek the input of your engagement marketing partner, it’s an exercise that will pay back significantly on the show floor and beyond.
So if you serve the medical industry, how can you craft an experience that aligns your solutions with nurses and other members of the healthcare team?
While every industry and product is different, one thing remains the same. In the face-to-face world, you are driving a relationship with people. Understanding behaviors and motivators extends your offer in a practical and meaningful way that can lead to a long-term partnership. Go beyond the statistics to address the person behind the business card.
And to those wonderful nurses who help make our lives better in so many ways, thank you for your commitment and care!
Jen Borucki, HMCC, is a Marketing Communications Specialist for MG Design, a global full service experiential marketing partner with complete turnkey design, fabrication, marketing, service and labor offerings to successfully create experiences that enrich our clients, our team, our community and our world. In addition to answering your RFI/RFP questions, Jen also provides copywriting services through MG’s internal marketing services agency, magnify™. She recently obtained Healthcare Meeting Compliance Certification through MPI.