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customer life cycle

Understanding Customer Life Cycle in Trade Show Marketing

Written by Oser Communications Group on . Posted in Trade Show.

Traditional marketing efforts focus on defining the customer experience lifecycle through the marketing funnel—i.e., the steps that guide a potential customer into becoming a loyal paying customer. However, people’s consumer relationships are more complex now, signaling a need for a new understanding of the customer life cycle.

This new life cycle emphasizes how consumers engage with brands in a continuous and cyclical manner, going from exploring to buying to engaging back to exploring. Read on to learn more about this paradigm shift in client lifecycle management.

Send a message today to discuss trade show marketing by Oser Communications Group!

Trade Show Customer Life Cycle Stages

This understanding of the customer life cycle can be broken into four distinct customer journey stages that feed into each other:

  • Discovery

  • Exploration

  • Purchase

  • Engagement

Successful organizations are ones that pursue their best prospects to maximize returns, so your marketing scheme should focus on cultivating their journey through the customer lifecycle phases.

Discovery

Trade shows are all about discovery, with hundreds of potential customers walking past your booth. Trade show visitors are there for a specific purpose, so you need to tailor your presence to meet their objectives and goals. The key to attracting attention isn’t just grabbing whoever walks by. Pinpointing your best prospects helps identify your brand and differentiate yourself from the competition, making them more likely to engage in discovery with your products or services.

Exploration

Trade shows are the perfect opportunity to give potential prospects a means to explore your offerings. This can be in the form of brochures, video presentations, and, the best option in our opinion, hands-on demonstrations. At the very least, your marketing spiel should contain an overview of your product, why it fits their needs, and how the product reflects your unique brand identity. This step of the consumer lifecycle process leads to purchasing.

Purchase

The next step of the customer life cycle is moving them to make a purchase. Your trade show booth can contain a private section for one-on-one customer sales. The trick to getting sales at a trade show is to work your prospective clients beforehand through things such as digital marketing, email blasts, and even direct mail advertisers. However, you should never be pushy about sales. All you need to do is sufficiently demonstrate how your product solves their problems and let the marketing do the rest.

Engagement

Engagement is a continual process that diffuses into the entire marketing life cycle—it doesn’t stop after they make a purchase. Engagement can take many forms, such as post-sale follow-ups and customer nurturing through loyalty efforts. Engagement should lead to more customer discovery, which starts the marketing cycle over again.

Your No. 1 Source of Trade Advertising

Companies rely on their marketing for creating a lasting impact and boosting their online presence. Contact Oser Communications Group online or call today at (520) 721-1300 if you have any more questions about the customer life cycle or lifecycle marketing strategies for trade show advertising!

are trade shows considered advertising

Are Trade Shows Considered Advertising?

Written by Oser Communications Group on . Posted in Trade Show.

Business leaders looking to drum up new leads can greatly benefit from showcasing their products and services at an industry-wide trade show. One question that tends to leave corporate executives torn is, “Are trade shows considered advertising or a sales-centric event?” Learn how you can take part in a successful trade show with helpful tips from Oser Communications Group, a team that specializes in trade show marketing. 

Trade Shows Reach Your Target Audience

A major reason why experts view trade shows as advertising material is because they often focus on a niche audience. Whether it be industry peers or potential clients looking for your products and services, every trade show has a unique group of attendees. It’s your responsibility to cater to that audience and make sure you advertise the show to them. 

For example, if your target audience is young tech entrepreneurs, use social media and technology forums that those entrepreneurs are likely to frequent. Spread the message that you’ll be showcasing your brand at an industry trade show and that it will benefit them to attend. 

You Meet with Prospective Clients Face-to-Face

How are trade shows considered advertising rather than sales-focused? A successful show satisfies both of these areas. Both regional and international trade shows bring together professionals who all share the same goal. 

Getting your company’s name out there and meeting one-on-one with prospective clients is one of the most effective forms of advertising. You can introduce your business to those in attendance with an interactive demonstration highlighting your goods or services. The sole purpose of these demonstrations is to connect with potential clients and generate leads. 

Trade Shows Enhance Traditional Advertising Methods

All of the standard and modern forms of advertising remain a staple when you’re gearing up for an industry trade show. The following marketing techniques play a crucial role in letting your audience know that you’ll be at an upcoming event:

  • Pay-per-click ads
  • Social media
  • Print media
  • Television and radio ads

Think of these forms of marketing as the opening act. You’ll need to use them to get the word out about your appearance at a future trade show. This helps establish your brand and also lets your target audience know how they can benefit from attending the event. 

Once the trade show happens, it will serve as an extended form of advertising. The main difference is that meeting with attendees makes for a more interactive and personalized approach. 

Prepare for Your Upcoming Trade Show with Professional Marketing Experts

Not only are trade shows considered advertising, but they also require the proper marketing strategy before they even take place. The experts at Oser Communications Group can take the lead when it comes to your advertising strategy so you can have a successful show. We’ll teach you how to qualify leads, create eye-catching trade show invitations, and much more. 

Give Oser Communications Group a call at (520) 721-1300 to learn more about our services and how we’ll help you prepare for an upcoming trade show. 

trade show strategy

How to Create a Lasting Impact With Your Trade Show Strategy

Written by Oser Communications Group on . Posted in Trade Show.

A successful trade show experience allows you to connect with an audience of both industry professionals and prospective clients. You’ll be able to introduce your product or service to a wide range of people, but you need the right trade show strategy for the most effective results. Discover tips for enhancing your upcoming presentation in this guide from Oser Communications Group, a leading trade show marketing agency. 

Do Sufficient Pre-Show Research

What kind of shows are worth advertising at? You need to research shows that make sense for you to be there; otherwise, you’ll be wasting your time and money. Consider booking yourself a booth at an event that caters to your industry or the target audience you’re hoping to reach. 

Focus on Advertising

You’ll need to put your business’s name out there long before the event takes place. Prioritize marketing and advertising in the weeks and months before the show so you can generate interest in the event and prompt attendees to see you. Experts recommend the following types of advertising in your trade show strategy:

  • Social media 
  • Email
  • News updates on your website
  • Print media, specifically any industry-specific publications

Create Immersive Booth Designs

If you’re looking to get more out of your trade show experience, pay special attention to your space setup and design. Setting up a table with a generic banner and handing out business cards won’t do much to catch the eyes of event attendees. Instead, make the area immersive so it draws people to your area.

You can attract visitors by setting up lounge spaces and performing one-on-one demonstrations to connect with every guest. If technology allows, incorporate videos into your booth design. This not only captures an attendee’s attention but provides a unique way to get your message out. 

Practice Your Presentation

The bulk of a trade show’s success lies in how well you interact with stakeholders and potential clients. Don’t go into it with little to no preparation. Always practice your demonstration leading up to the event so it goes off seamlessly. 

This ensures that you stand out to attendees and can answer any questions they have regarding your brand, products, or services. 

Follow Up with Attendees

Handing out business cards at a trade show doesn’t always guarantee that a guest will be in contact with you. Make an effort to receive their contact information so you can send a follow-up message. You can plan a time to speak with them on the phone if they want to learn more or send a personalized email message sharing more about your presentation. 

Prepare for Your Upcoming Trade Show with Oser Communications Group

If you’re hoping to get impressive trade show results, you need a robust strategy ranging from the early days of planning up until the end of the show. Let the experts at Oser Communications Group improve your trade show strategy with proven industry experience. Call (520) 721-1300 to speak with a specialist about your upcoming trade show.