Originally posted on PR Newswire’s Beyond PR blog: http://www.prnewswire.com/blog/tailor-your-trade-show-marketing-recipe-for-the-right-audience-15119.html

Think about your favorite food — the one food you can’t live without.

The thing about favorite foods is that even if two people love the same kind, there are usually particular variations they each prefer.

Take tacos, for instance (my favorite food). There are countless recipes for tacos – each with different flavors and ingredients.

I may crave one taco recipe, while you like another. If I was organizing a taco party, I’d look for recipes that would suit my guests’ different tastes.

A similar thing needs to happen when planning your company’s marketing strategy for trade shows.

Sure, there are standard best practices that can be applied across all trade show marketing. However, to make a memorable impact, you need to consider the appetite of your show’s specific audience and customize content to it.

The Importance of “Second Helpings” at Trade and Media-Only Events

Many trade shows are true to their name in that they are open to the trade only. Attendees at these shows are most likely going to be niche industry influencers, someone who writes about, speaks on and actively participates in the trade community.

An example of a show like this is E3, the annual trade fair for computer, video and mobile games.

Although many gamers and tech enthusiasts would be willing to part with prized game collections just for the opportunity to walk E3’s floor, the event is closed to the public. Only accredited industry professionals and media are able to attend.

If you are exhibiting at a trade- or media-only event, you need to consider the end-audience that attendees will reach.

Fans who aren’t able to attend a show may suffer from FOMO (fear of missing out) and will want to consume as much show content as possible from wherever they can get it, including owned, earned and paid media sources.

You should craft your communications so that it’s easy for influencers to write about and share these mouth-watering content helpings with their audience.

In the case of E3, game trailers, concept art, storyline teasers, and even profiles on speakers discussing topics within video game culture are valuable resources to provide to media and influencers covering the event — assets they can quickly repurpose.

Creating a Feeding Frenzy at Consumer Events

There are a selection of trade shows like Detroit’s North American International Auto Show that offer press and industry previews, followed by days the general public and customers can attend.

With shows like this, you’ll want to create content that will appeal to all audience segments in attendance.

At NAIAS, high-resolution images of vehicles from concept to market, videos of product features in action, and specs on safety ratings and gas mileage will be of interest to both the automotive media and potential customers.

And consumers who are active online and on social can help amplify your message. Providing easy-to-share bites of information to this audience, in addition to the media, can build a frenzy around your news.

Satisfying the B2B Palate for Education

B2B conferences such as the Radiological Society of North America’s annual meeting are reserved for the industry’s top professionals.

At RSNA’s event, practitioners, manufacturers, students, and industry influencers gather for a smorgasbord of panel discussions, educational sessions, networking, and exhibitor booths showcasing the latest in radiology.

If you’re exhibiting at a news-heavy business event, it might be tempting to create jargon-laden content. However, your industry’s peers and thought leaders are looking for high-quality content which is equal parts analytical and creative.

Make it easy for trade show audiences like this by supplying them with primary research and other informational content dishes they’ll want more of.

A slideshow of industry predictions, video of top innovation awards, and graphs or images are all excellent ways to illustrate your company’s niche insight.

When planning your press kit, you can also consider featuring case studies about how a product innovation changed someone’s life. Turn peers into advocates by illustrating your brand’s purpose and impact.

Keeping Up with Changing Tastes

Most trade shows evolve over the years, catering to the changing tastes of their industry. To remain relevant, your content needs to adapt as well.

New York’s annual Toy Fair has always been a trade-only event for the play and entertainment industry — much to the dismay of children everywhere, as they are arguably the biggest toy enthusiasts.

In 2016, though, the Toy Industry Association is introducing Play Fair, “a celebration of play and entertainment for all ages” that is co-located with the traditional trade event and open to children, their families, and toy fans.

Exhibiting companies will have the opportunity to not only connect with top buyers, retailers, and industry experts, but also see their consumer audience interact with their product.

Your brand must employ a content marketing strategy that allows for trying out new recipes and different ingredients. This includes accepting feedback from audience segments you weren’t necessarily targeting in the first place.

Knowing who will be attending an upcoming trade show is crucial to creating a winning content recipe your audience will crave long after the event is over. Download Gain Targeted Audience Attention with PR Newswire to learn more about sharing this content over the right mix of promotional channels.

Erienne Muldoon is a customer content specialist for Virtual Press Office, PR Newswire’s trade show marketing solutions division. VPO helps global event professionals, exhibitors and trade show marketing managers reach their event goals through news distribution and online press kit creation.