Finding the right vendor for your trade show needs can make
the difference between a confidence successful event and a frustrating,
stressful, and possible failed effort. Choosing the wrong type of vendor is like having the wrong size shoes, may look good but it could also be painful.
the difference between a confidence successful event and a frustrating,
stressful, and possible failed effort. Choosing the wrong type of vendor is like having the wrong size shoes, may look good but it could also be painful.
Buyers for trade show exhibits, and other related marketing materials fall into three groups. The names may not be technically correct but the segments are correct. This divides the market by vendor selection and not product selection.
The three categories for this marketing paper are; Purpose, Want, and Need. No buyer will be in one category all the time but will likely follow the pattern of their group for the major purchases.
Why know this? As a buyer it can save you time and research for the types of vendors who offer the
best services for you. Also it can save you a lot of money and frustration.
best services for you. Also it can save you a lot of money and frustration.
If you are a vendor this may help you understand why some of your marketing and sales efforts work while others seem to miss the target. Also why with some clients you just cannot seems to do anything right (in the clients eyes) leaving all parties unhappy.
Group 1: Purpose driven these buyers are driven by corporate strategy(Protect brand in all markets) other
descriptions used for this group: Determination, Drive, Resolve Objective Goal Targeted.
descriptions used for this group: Determination, Drive, Resolve Objective Goal Targeted.
In this group corporate focus is BRAND, BRAND, and BRAND. Products are secondary usually
because of the wide range of products or the rapid changes in products. The mission of these buyers is to find an Alter Ego for their company in the marketing programs especially at events and
trade shows. It is all about image.
because of the wide range of products or the rapid changes in products. The mission of these buyers is to find an Alter Ego for their company in the marketing programs especially at events and
trade shows. It is all about image.
The vendor qualifying process is based on the following:
Image
Strategy
Goals
Design
Details
Perception
Turnkey capabilities
They expect from their vendors:
High design
Leading Creative skills
Excessive attention to their needs
Strong attention to details
Industry presents
What is not important in the selection of a vendor is:
Current Products
Pricing
Web presents
Companies serving this market in the trade show industry are, GP Johnson, Stubbs, Taylor, etc.
Group 2 Want is looking for a particular result (Presentation support) Aspire, desire, intend
This group is interested in results, accomplishing a specific goal, building instead of protecting a brand. Their qualifying process for vendors is based on the following:
Choices (tailored to their needs)
Options
Benefits
Suitability
Perception
Budget awareness
They expect from their vendor;
Professionalism
Experts Advice
Choices relevant to their needs
Prompt Service options
Low pressure
Responsive to problems
What is not important is:
How long vendor has been in business
Specials on last year’s stuff
Size of the vendors company
Buyers here are less concern with image of the vendor, or the vendor’s position in the market, Vendors in this group are the local exhibit house as well as a few national companies.
Group 3 Need they have a particular requirement (product oriented) essential, necessity require a particular product
This group is all about the product, they “Need” a backdrop, graphic stand, etc. They are not about
designer stuff or any esoteric touchy feely options unless it happens to fit their needs. They are driven more by price and availability than either of the first two buyer groups in the market.
designer stuff or any esoteric touchy feely options unless it happens to fit their needs. They are driven more by price and availability than either of the first two buyer groups in the market.
They select their vendors based on the following:
Products Choices
Pricing options
Availability
Easy to purchase
Warranty
They expect from their vendor:
Product availability
Feature lists
Price
Prompt Shipments
Usability for their purpose
They are not interested in the following:
How big the warehouse is
How many printers they have
Pictures of past projects not directly related to the “Need”
The number of services you offer they are not asking about.
They are not interested in anything that requires too many decisions, or unnecessary steps to get what they need. Services beyond shipping or product related are of little importance in choosing a vendor.
Companies in this space include internet based companies, specialty printers and smaller exhibit
houses.
houses.
The one item common to all groups is Trust it is required in all transactions with any vendor. If a
vendor is not perceived as trust worthy then doing business with them is a gamble or caveat emptor.
vendor is not perceived as trust worthy then doing business with them is a gamble or caveat emptor.
If you think you are in a different group let me know I’m looking for ways to better divide the market.
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