logo
 


Log in

It's probably safe to assume that you know who comprises your target audience. The question is: do they know who you are?

by Nomadic Display 5. May 2010 00:46
The Power of Appealing to your Target Audience

Given enough market research, it’s probably safe to assume that you know who comprises your target audience. The question is: do they know who you are? Picture 1

Great graphics will ensure that even if your target audience isn’t familiar with you, they’ll want to find out. Every attendee at a display event shares a common concern. They want to know: “What’s in it for me?”

Great graphics answer that question. By the choices you make, from color to font style, images to shape selection, you’ve got a chance to communicate directly with your target audience on a number of levels.

• Show them you understand the challenges they’re facing.
• Communicate the benefits you can provide.
• Speak their language.

For example, shipping giant UPS often use graphics illustrating their ability to ship packages internationally. Their distinctive brown trucks are shown traversing middle America, Parisian streets, the Australian outback. This appeals to their target customers: people who need to ship packages to many varied locations.

At the same time, it is imperative that your graphics be visually appealing to your target audience. Beauty is in the eye of the beholder, so it is crucial to understand what your audience finds aesthetically pleasing. The attendee who is looking for products and services for a young, edgy teenaged demographic will want some- thing markedly different from the attendee seeking products and services for the over–65 set. Be careful to avoid anything that your target audience might find insulting, including cultural taboos, or images and language that might be perceived as discriminatory or demeaning.

Tags: ,

Trade Show Tips