Customers Tag


“Do You Really Know Me?” From: Your Customer

To create genuinely personal communications, you need to know your customers. This requires more than knowing basics like name, address, and gender. It requires knowing more about who your customers are.


Let’s take an example from the world of sports. For example, when we think of hockey fans, we might think of demographics such as age, gender, and region of the country in which a fan lives. But did you know that National Hockey League (NHL) fans are the most affluent sports fans in the country? (Out of all major league sports, the NHL has the highest percentage of fans earning more than $100,000 per year.) Or that half of Major League Baseball fans are retirees? Or that 40% of NASCAR fans are women?


The starting point for any targeted or personalized campaign is knowing the make-up of your audience. If you don’t have this information, make it one of your goals to find out. Send a direct mail or email survey or conduct a focus group. Add survey forms on your website or purchase additional data to fill in the gaps.


Don’t stop there. Ask yourself what else you might not know about your target audience that would be helpful. When the NHL started personalizing its fan communications, for example, it asked them to fill out a survey that indicated where they lived and their favorite hockey team. The NHL discovered that 40% of its fan base lives outside their favorite team’s home market. Imagine the marketing opportunities for the league!


Know your customers from the inside, too.


Consider investing in fundamental database analysis. Identify your top 10% of customers by frequency, volume, and revenue.
What do those customers “look” like? Create a set of customer profiles.

What does each profile have in common (age, income, marital status, purchase habits)? In a B2B environment, you might look at the vertical market, employee size, and annual revenues.

Get to know your bottom 10%, too. What do they look like? Are they customers you can woo back?

There is an infinite number of questions you can ask, but they all start with knowing who your customers are in the first place.

Signature Aspen Trade Show

Trade Show Success And How To Maximize It!

Trade Show Success

When you are displaying at a trade show, you’ve got one shot to breakthrough. In fact, the show may last a weekend, or even a day! NEVER miss any opportunity to engage with potential customers! For example, eye-catching displays such as booth banners, backlit displays, and floor graphics are an amazing start. Without further ado, here are five other factors that impact your success. 


  1. Pre-Trade Show Marketing

Attendees only visit about 5% of the exhibits in a trade show. Getting them to come to your booth starts before the trade show even opens. For Starters, here’s what you should do: 

  • Set up a strategic Direct Mail and email
  • Start a Social Campaign to create interest well in advance


  1. Focus on People First, Logistics Second. 

Logistics are critical to trade show preparations. It is very important to ask questions like, “What products will we take?” “What displays will we use?” “How will we handle transportation?” Invest an equal amount of time (or even more time) crafting smart and practical strategies for attracting the right people.  


  1. Make your Trade Show Booth Irresistible

You have only a few seconds to capture the attention of attendees before they walk by. 

  • Use big bold images, simple messaging, and lots of white space to make messages stand out from a distance.
  • Incorporate all of the senses, not just the visual ones. If you sell gourmet coffee, fill your booth space with the scent of brewing beans. If you sell fitness programs, CRANK UP THE MUSIC!
  • People remember what they interact with. So use product demos, touch-screen technology, videos, and other tools to get visitors to engage with you actively. 


  1. Emphasize Demonstrations 

The Center for Exhibition Industry Research found that, the number one reason attendees remember a booth long after a show, is a “product demonstration.” If your product doesn’t lend itself to booth demos, use flat screens, tablets, or other interactive tools.


  1. Plan for Follow-Ups. 

Scan badges, let visitors sign up for sweepstakes, or create an interactive game that requires them to register. Which ever way you do it, follow up with visitors after the show, and keep the conversation going. 



You’ve made a tremendous investment in preparing for the Trade Show. Now get the most out of it! Signature Aspen provides with many different graphics and printing services! With our incredibly experienced staff and devoted team, signature Aspen will always get the job done in a timely manner and satisfy your needs!

For more information, be sure to contact us or visit our website!