Attracting the right customers whether it be through a retail store, an exhibition display or online, can be tough. Before you get started, you’ll need to work on defining who your ideal customers are and what it is they are really looking for. You might like to start by asking yourself “who is my ideal client?”.
IF YOUR ANSWER TO THIS QUESTION IS “EVERYONE!”, THEN YOU NEED TO KEEP READING!
This is where many people make their first mistake. Whether it’s in print, online advertising or participating in trade exhibitions, we at icatchers have learned that it’s nearly impossible to serve everyone and trying to do so traditionally leads to confusing the customer and doing more harm than good.
So, if you’re in the market for a custom, retail or commercial fitout, showroom, pop up display, tradeshow or exhibition display that potential clients will respond positively to, there are a few things you need to know before you get stuck into making plans:
- Industry Specific
Understand your potential client’s industry and any future directions or trends. Show an awareness of information likely to be of interest.
- Personality Type
Be mindful of different personality types across industries as this can influence how a potential client will respond to you and your display.
Whether your display is intricate or minimalist, make sure that it will send the right message to your potential client.
Use colours to personalise your display and bring it to life. Colour is a great way to add interest and help you stand out to potential clients. Remember to use the colours that will attract your clients not the ones you may personally like.
- Sales staff
In terms of sales staff, it is important to identify the best approach to take with potential clients. Will your staff actively engage with clients or offer them support only if they want it or ask for it?
Once you’ve got a handle on these details, you’ll need to really dig down and identify the key individual demographics of your potential clients.
Use our checklist below to make sure that you’re asking the right questions! You see, it’s not only products and service benefits you are selling, this checklist helps you uncover
How will our products and services “change our client’s lives?”
When you answer these questions, you are truly creating a strong bond and relationship with them.
🔲 Age of potential client (between 8 – 10 years from 20, 30, 40 etc)
🔲 Gender (male/ female or both)
🔲 Income band
🔲 Location – Country, State, down to region and suburb
🔲 Relationship status – married, single, divorced, defacto
🔲 Children – what ages
🔲 Hobbies – Where do they go for coffee/dinner/ What do they do in their spare time? What are they reading?
🔲 Social Media – what platforms are they using frequently – Facebook, Instagram, YouTube, Twitter, LinkedIn, TikTok, What’s app and the list goes on…..
🔲 Lifestyle – what lifestyle are they yearning for and how can your products and services provide them with that.
🔲 Opinions – this one is important for information provided so you can connect on a more personal level
🔲 Values/Beliefs – you want to attract clients who share your organisation’s values and beliefs – alignment is the key.
🔲 Interests – relative information is king and including information they connect with, makes all the difference when it comes to select your company over another
🔲 Attitudes – this is important when looking for niche opportunities – such as recycling, natural products, global warming, sustainability, social identity etc.
🔲 Personality – working out how your client engages whether it be visually, logically, verbally, physically, socially, solitary or aurally makes all the difference in how you communicate with them.
We hope this post has given you a great place to start developing a clear idea of your ideal client and what will best appeal to them. Building on this knowledge, icatchers will work with you to ensure that whatever style of display you choose (whether it be a fitout, pop up display, exhibition or tradeshow display or retail showroom, the end result will be inspiring and optimised to engage your potential clients and appeal to their needs and wants.
Have any questions or comments? Don’t hesitate to connect with me by email at [email protected], or give our office a call on 1300 422 824.
Get organised for the second half of the year with icatchers’ 2021 local Exhibition Displays, Trade Shows and Conferences list.