Don't Become Another Statistic

Jen Borucki | September 20, 2016

How do you define your target audience?

Most likely, you can quote the statistics off the top of your head – gender, location, education level. All those little definitions that help us align our marketing efforts to specific audience segments.

Numbers help us draw the broad strokes as we adjust our “Four P’s” to meet our clients’ needs. But relationships are built off more than statistics. As trade show and event professionals, we need to focus on those little nuances that complete the picture – the qualitative elements that don’t just tell us who our customer is, but what makes them tick.

Since September 18th-24th commemorates Nurses in Professional Development Week, I thought I’d present a “mini-case study” regarding how you can expand from demographics to a needs-based analysis of your target segments.

Whether you compete in the industry or not, this extended analysis should resonate and help you dig deeper into understanding your core audience groups. Whether you choose to challenge yourself individually or seek the input of your engagement marketing partner, it’s an exercise that will pay back significantly on the show floor and beyond.

So if you serve the medical industry, how can you craft an experience that aligns your solutions with nurses and other members of the healthcare team?

  • Demonstrate respect. Every member of the healthcare team brings a significant amount of training and heart into what they do. How do you support success beyond this sale?
  • Offer data-driven solutions. Scientists live by numbers. How do you quantify the benefits your solution offers as compared to other choices that are available?
  • Support patient-centric care. As we move toward a more individualized care model where more of the financial responsibility lies with the person who is sick, how do you bridge the gap to help your HCP provide better care to that “end user”?
  • Acknowledge informational needs with the regulatory environment. In a face-to-face world, the quality of your people is critical. How can coaching be leveraged to take your great show staff to the next level and in the process address any regulatory or business concerns?
  • Foster peer-to-peer sharing. We’re social beings and we like to learn from others in our field. How can you create an environment that optimizes the impact of shared learning?

While every industry and product is different, one thing remains the same. In the face-to-face world, you are driving a relationship with people. Understanding behaviors and motivators extends your offer in a practical and meaningful way that can lead to a long-term partnership. Go beyond the statistics to address the person behind the business card.

And to those wonderful nurses who help make our lives better in so many ways, thank you for your commitment and care!

Jen Borucki, HMCC, is a Marketing Communications Specialist for MG Design, a global full service experiential marketing partner with complete turnkey design, fabrication, marketing, service and labor offerings to successfully create experiences that enrich our clients, our team, our community and our world. In addition to answering your RFI/RFP questions, Jen also provides copywriting services through MG’s internal marketing services agency, magnify™. She recently obtained Healthcare Meeting Compliance Certification through MPI.

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