Generating awareness for your upcoming live event is the vital first step to a successful outcome. But it’s not enough to compile a list of potential attendees, blast out an invitation, and sit back waiting for them to show up at your exhibit.

INNOV8 believes that the first step in any successful plan is to identify, understand and define your audience, not only in demographic terms, but on a deeper motivational level. Understanding your audience’s core needs and how your products and services satisfy those needs is essential. And it is important to realize that multiple stakeholders from the same organization can, and often do, have different needs.

For example, a company that designs, develops, and manufactures medical devices for coronary procedures often will contend with multiple types of visitors to their event. They will find that the head of cardiology at a large hospital will have a very different set of needs than the hospital’s administrator. And those requirements may even conflict. Surgeons, anesthesiologists, and nurses will all have a distinct need to be filled and have different buying personas. These individuals are your potential decision makers or, at the very least, they contribute significantly to the buying outcome. So it is vital to understand how your products and services meet the different needs of the various decision-makers.

When crafting the messaging for your event, INNOV8 will also consider your current brand strategy and communication plans. This will result in a seamless event plan that fully leverages your marketing tools for a positive customer experience.