Exhibition business professionals, representatives of trade companies as well as other potentially useful clients are used to visit specialized trade fairs. That’s why it is very important to single out those who can be especially sought-for amongst general visitors’ mass.

Let’s endeavor to segment visitors of the construction engineering exhibitions. Segmentation is desirable first of all to identify major visiting purposes of the professionals. We can presume that manager of the specialized building materials shop aims to enlarge assortment, examine marketing innovations. If your exhibiting activity is directed towards such kind of people and your offers coincide with their visiting purposes your participation effectiveness will increase rapidly.

Visitors of construction engineering exhibitions can be segmented like:

- Building societies’ representatives:
• Top-managers
• Medium-level managers
• Executors (brick masons, molars i.e. those who actually work with materials)

- Major trade organizations’ representatives (major specialized trade bases - retail and wholesalers):
• Top-managers
• Medium-level managers

- Small trade organizations’ representatives (shops):
• Owners
• Top-managers

- Project organizations’ representatives
- Marketing-advertising companies’ representatives
- Design agencies’ representatives
- Visitors who plan to arrange renovating works at home
- Gapers

This segmentation of exhibition visitors is hypothetical and depends on lots of factors. Besides, number of representatives in each exhibition varies greatly even comparing similar exhibitions. Amount of each segment depends on participants’ activity and advertising company held by exhibition organizers.

Such segmentation makes the exhibition choice easier. You should make decision after:
- Participants’ analysis of the previous exhibition held by this organizer.
- Advertising campaign analysis by the criteria of advertising vehicles and audiences’ profile (you may compare whether these vehicles coincide with those you work with as for the advertisement is concerned)
- Advertising campaign analysis of the coming exhibition you plan to participate at.

There is one more simple, precise but more expensive means which is marketing survey purchase or audience profile inquiry from voluntary survey organizations.

Segmentation is essential because exhibition which lasts for about 3-5 days should provide accomplishment of all the purposes of your company.

When deciding whether to take part at the exhibition or not, single out the very group of your target customers. You can find out whether the client is useful for you asking 2-3 simple questions. Since decision is made work out direct offers to this segment, for other clients prepare standard answers. So, if the work at your stand resembles conveyor you prepared for the exhibition in a proper way.

Melnikov Andrey