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.
