Who Are You Trying to Reach?

After you have defined your goals and objectives, you need to ask yourself who exactly am I trying to reach? Define that audience as if it were a specific person. Do you have more than one audience? Be sure to define each one.

Your goal for the trade show might be to introduce your company to a new market. Perhaps you are well-known in one industry but launching your product or service to a new market at the next show. Taking a careful look at the attendee demographics, you might find that you actually have two audiences at this show. The first is the end user of your product or service. He may or may not have purchasing authority, but he has a vested interest in whether your product or service becomes part of his day-to-day job. Another audience might be a purchasing manager who will not be using your product or service but will have the final decision in the purchase.