When you want to target a new audience you need to make yourself accessible
. But what does that mean exactly? Accessibility is defined as "easy to approach" or "attainable." In context of business how can those two terms be integrated?
Let's begin with the "easy to approach" concept. Quite simply put your business needs to be welcomed by the target audience. In order to do so you must appeal to their comfort zones and their culture, respectfully nodding to their ways. You can't walk into a new environment and expect your old ways to be accepted as the norm. Technically you are the outsider. That means you need to sit back and observe before you take a course of action. Once you have assimilated and adjusted then you will be more approachable. Take cues from multicultural business expos. Watch interactions. Is there are particular manner in which business is handled? Is there an expectation for the type of products present? The more comfortable you are with the way things are handled, the more comfortable your clientele will feel around you.
As for the "attainability," you must prove your usefulness so that the products you present seem necessary. If there is no drive for the product then you must create one that can be universally understood. Research the core values of your target audience and align them with a brand. It is all about the branding. Segment marketing works find out what the potential consumers think.Also, note any potential competition that is already present with this audience. What role do they play? Nuances and dynamics are key factors. What niches do you provide that they do not, even with similar services? Make that connection and then drive that message with clarity. Essentially you want to make a specific statement that will ring true to some individuals. Don't allow the fear of segmenting draw you to the conclusion that a generic message is the right approach. In fact, it's better to gain the attention of few with integrity and clarity than the attention of no-one with vagueness. The services must be "attainable," not lofty.
These are just some of the ways to make your time at business expos and networking events worthwhile. New markets don't have to be too complicated to break into when you take time to assess the campaign strategy and to really take a deeper look at your audience.