Are you going to exhibit in an international trade show in the US? Are you concerned about the audience you will get there? Want to quantify your target audience at those trade shows so that you can easily achieve your sales and marketing goals there? If yes, you have just arrived at the perfect spot.

In this blog, you will get the answers here from the top trade show booth builders in the US. Let us begin with understanding why you should quantify your audience.

Why Quantify the Trade Show Audience?

Quantifying your target audience before US trade shows, especially in Las Vegas, Orlando, or Chicago, is essential. This step not only helps you achieve sales goals and maximize ROI in various ways. It aids your trade show campaigns through the following benefits:

●     Tailored Content and Strategy

●     Personalize User Experiences

●     Optimize Marketing Strategies

●     Optimize Budget and Event ROI

●     Improves Focus and Reduces Hassle

How to Quantify Trade Show Audience?

A well-renowned trade show in the US attracts tens of thousands of attendees on average. As an exhibitor, you can never attract, engage, and convert everyone. If you can win even 1% of them with a targeted approach, you would generate incredible ROI from the respective event. Let us elaborate on how to do it step by step. 

Step 1: Define Your Ideal Customer Profile

You must determine the ideal customer for your products and services. Clarify their industries, company size, and buyer role. Let us suppose you deal in commercial packaging solutions for F&B products, then your ideal customers are restaurant chains with 50+ outlets. You can use these insights for informed decision-making for different needs and strategies throughout the trade show journey, such as designing a trade show exhibit booth that attracts the right people. 

Step 2: Study Event Demographics

You must request visitor statistics from organizers. Compare the job titles, industries, and buying power with your ideal customer profile (ICP) that you have defined in the previous step. Match and estimate the percentage of qualified prospects. The higher the percentage, the better your ROI from that event will be.

Step 3: Calculate Audience Fit

The ‘Audience Fit’ helps in determining the relevant audience for your product or brand. It signifies how well your brand or product is aligned with the specific needs, interests, and characteristics of the trade show audience. You can use the following formula to calculate it.

Formula: (Total attendees × % matching ICP) = Target Audience Pool.

Example: 20,000 attendees × 15% ICP fit = 3,000 potential prospects.

Step 4: Evaluate Buyer Intent

At trade show booth displays, you will witness a variety of visitors ranging from new professionals to C-suite level executives. Along with their division-making authority, their intent to purchase also varies. You should check how many visitors met the source suppliers or made purchases. This filters casual visitors from ready-to-buy leads.

Step 5: Set Lead Capture Goals

As we have mentioned above, it is not feasible to engage every trade show visitor present on the floor. Therefore, you should set lead capture goals according to the engagement rate. You can rely on the following formula:

Estimate leads: (Target Audience Pool × engagement rate).

For example, if engagement rate = 10% for a target audience pool of 3000, then 3,000 × 10% = 300 qualified leads should be expected.

Bonus Tips: Along with following the above-mentioned steps, you must consider the following tips while quantifying the audience at trade shows.

●     Prioritize Events by Audience Density: You must compare shows across the cities. If Las Vegas gives 3,000 ICP prospects but Orlando gives 1,500, focus more budget and staff on Vegas.

●     Use Tech for Real-Time Data: Leverage the latest tech to use real-time data for gauging your audience. You can rely on badge scanning, lead apps, and AI-driven analytics to track booth visitors and qualify instantly.

By quantifying who is on the floor, how many match your ICP, and how many you can realistically engage, you can set clear sales targets and allocate resources smartly across trade shows. You must quantify your trade show audience to generate incredible event ROI.

Hire Triumfo Inc. for Hassle-Free Trade Show Experience

Triumfo Inc. is one of the most sought after trade show booth design companies in the USA. They have 25+ years of experience and own a state-of-the-art booth design and manufacturing facility. Whether you are exhibiting in Las Vegas, Orlando, Chicago, or elsewhere in the USA, you can hire them for complete trade show booth solutions.

Collaborate with Triumfo Inc. and achieve your trade show goals with ease at your next event in the USA.