Client Buyer Journeys


CUSTOMER PERSONA: BUSINESS OWNER

  • Name: Business Owner Sam
  • Role: Small business owner attending trade shows to promote their brand and grow their customer base.
  • Goal: To maximize brand visibility at events while staying within a limited budget.
  • Pain Points:
    • Limited time to handle trade show preparation.
    • Budget constraints for marketing materials.
    • Difficulty finding a durable, portable, and affordable display.
    • Uncertainty about ROI for trade shows and the effectiveness of displays.

STAGES OF THE JOURNEY:

1. AWARENESS

Customer Thought: "I need something affordable to make my booth look professional."


Touchpoints:

  • Hears about trade show backdrops from a peer or business networking event.
  • Sees social media ads promoting affordable trade show solutions for small businesses.
  • Googles “affordable trade show backdrops.”

Actions:

  • Clicks on an ad or link to your website.
  • Starts exploring options for budget-friendly displays.

Emotions:

  • Hopeful but concerned about costs and value.

Opportunities:

  • Use messaging that highlights affordability and high ROI for small businesses.
  • Offer digital content and resources like blogs and setup videos 
  • Showcase customer testimonials from other small business owners.

2. CONSIDERATION

Customer Thought: "Which company can give me the best value for my money?"


Touchpoints:

  • Compares multiple companies’ products, pricing, and customization options.
  • Look at reviews to see what other small business owners are saying.
  • Consider whether to buy or rent a display from their show site.

Actions:

  • Adds a product to the cart but hesitates to check out.
  • Contact customer service to ask about customization options or turnaround time.

Emotions:

  • Concerned about staying within budget and getting a quality product.
  • Slightly overwhelmed by too many options.

Opportunities:

  • Provide a comparison guide showing the benefits of different product lines and which items will best suit their needs. 
  • Offer quick answers to product questions and provide useful resources.
  • Use exit-intent pop-ups offering a small discount or incentive.

3. PURCHASE

Customer Thought: “I’m anxious about investing in a booth and not seeing a significant return.”


Touchpoints:

  • Completes the purchase on your website.
  • Receives an email confirmation with order details and next steps.

Actions:

  • Submits artwork or design questionnaire. 
  • Confirms timelines based on trade show dates.

Emotions:

  • Anxious about whether the product will arrive on time and meet expectations.

Opportunities:

  • Send reassuring emails with order updates and tracking information.
  • Provide a timeline showing order milestones, like when the order is sent to production and when it will ship.

4. ONBOARDING

Customer Thought: "I need to set this up quickly and make sure it looks good."


Touchpoints:

  • Receives the backdrop and packaging.
  • Uses included setup instructions or a video tutorial.

Actions:

  • Set up the display at the trade show venue.
  • Contact support if there’s confusion about assembly.

Emotions:

  • Stressed but relieved if the setup process is simple.

Opportunities:

  • Include a setup checklist and QR code linking to an assembly video.
  • Offer support for any last-minute issues during setup.
  • Send a follow-up email with setup tips and trade show success pointers.

5. RETENTION

Customer Thought: "This worked well. Maybe I can use it for my next event, too."


Touchpoints:

  • Receives a follow-up email asking for feedback.
  • See your posts on social media or blogs offering tips for reusing displays.

Actions:

  • Leaves a review if the experience was positive.
  • Follow your social media for events and display ideas.

Emotions:

  • Satisfied if the display worked well and was easy to reuse.
  • Happy if they feel like they got great value for their money.

Opportunities:

  • Offer a loyalty program, such as discounts on future purchases.
  • Provide content about “How to Make the Most of Your Trade Show Backdrop at Different Events.”
  • Send reminders about seasonal promotions or trade show trends.

6. ADVOCACY 

Customer Thought: "This company was affordable, and my booth looked great!"


Touchpoints:

  • Share photos of the booth on their business’s social media accounts.
  • Recommends your company to other small business owners.

Actions:

  • Tags your company in a social media post.
  • Refers other small business owners to your website.
  • Writes a positive review or testimonial.

Emotions:

  • Proud of how professional their booth looked and happy about the overall experience.

Opportunities:

  • Offer a referral program offering discounts for referrals.
  • Offer to feature their business in your marketing materials. (Client Spotlight) 
  • Engage with their social media posts by commenting or resharing their photos.

CUSTOMER PERSONA: MARKETING MANAGER

  • Name: Marketing Manager Eva
  • Role: Marketing professional overseeing branding and event presence for their company.
  • Goal: To create a polished, cohesive trade show booth that attracts attention and aligns with the company’s branding goals.
  • Pain Points:
    • Pressure to deliver results and prove ROI for trade show expenses.
    • Managing multiple vendors and deadlines for events.
    • Ensuring the booth aligns perfectly with the brand’s visual identity.
    • Balancing quality with budget constraints.

STAGES OF THE JOURNEY:

1. Awareness

Customer Thought: "We need a backdrop that attracts attention and delivers real business opportunities."


Touchpoints:

  • Sees an ad for custom trade show displays on LinkedIn or a marketing newsletter.
  • Attends an event and notices other booths with sleek backdrops.
  • Read industry blogs about effective trade show strategies.

Actions:

  • Begins searching online for trade show backdrops and display solutions.
  • Creates a shortlist of potential vendors based on reputation and offerings.

Emotions:

  • Motivated to find the best solution but wary of wasting time on vendors who don’t meet professional standards.

Opportunities:

  • Use targeted ads highlighting your company’s ability to deliver professional, branded displays on time.
  • Share blog posts or case studies like "How Trade Show Displays Drive ROI."
  • Offer digital content and resources like "Ultimate Trade Show Checklist."

2. Consideration

Customer Thought: "Which company can deliver the best quality that represents our brand in a timely manner?"


Touchpoints:

  • Explores your website to review product offerings, customization options, and pricing.
  • Watches videos or browses photos of completed projects for other businesses.
  • Reads reviews or testimonials from other marketing professionals.

Actions:

  • Compares pricing, features, and turnaround times across vendors.
  • Contacts customer service for clarification on customization options and delivery timelines.
  • Requests mockups or renders to present to their team for approval.

Emotions:

  • Focused on making a professional, data-driven decision but feeling the pressure of tight deadlines.

Opportunities:

  • Highlight your ability to handle tight deadlines, bulk orders, and full branding customization.
  • Offer visualize tools to highlight how their branding will look on your backdrops. (3D Render, hard copy proof)
  • Provide a detailed FAQ or support to quickly address common questions.

3. Purchase

Customer Thought: "This looks like the right solution, but will they deliver on time?"


Touchpoints:

  • Place the order after confirming specs and delivery timing.
  • Receives an order confirmation with clear next steps.

Actions:

  • Uploads company branding and design files for the backdrop.
  • Coordinates shipping and delivery timing to ensure the display arrives before the event.

Emotions:

  • Confident in their decision but slightly anxious about ensuring everything is executed perfectly.

Opportunities:

  • Provide a clear order confirmation and timeline of production and delivery.
  • Offer proactive updates on the order status, including design approval, printing, and shipping.
  • Emphasize your on-time delivery guarantee or rush production options.

4. Onboarding

Customer Thought: "This needs to look flawless at our event."


Touchpoints:

  • Receives the backdrop and inspects the quality.
  • Refers to setup guides or videos for instructions on assembling the display.

Actions:

  • Assembles the display at the trade show venue or delegates setup to team members.
  • Evaluates how well the backdrop fits the brand and event goals.

Emotions:

  • Relieved if the display looks professional and aligns with the brand’s identity.
  • Stressed if setup isn’t as seamless as expected.

Opportunities:

  • Include a step-by-step setup guide and a QR code for assembly video tutorials.
  • Follow up post-delivery to ask if the product met their expectations and offer tips for optimal booth setup.
  • Provide access to customer support for last-minute event questions or concerns.

5. Retention

Customer Thought: "That worked well. I’ll use them for future events."


Touchpoints:

  • Receives a follow-up email thanking them for their purchase and asking for feedback.
  • Sees an invitation to join your loyalty program or mailing list for event-specific tips.

Actions:

  • Shares positive feedback with colleagues if the experience was smooth.
  • Considers reordering for future events or ordering complementary products, like banners or tabletop displays.

Emotions:

  • Satisfied with the purchase and ready to work with your company again.

Opportunities:

  • Offer exclusive discounts or package deals for future orders.
  • Send targeted content, like "How to Maximize Booth Impact at Your Next Event."
  • Promote upsell opportunities, such as shelving, reprints, or other display accessories.

6. Advocacy

Customer Thought: "This company made my job easier and helped us stand out!"


Touchpoints:

  • Shares photos of their trade show booth on social media or in internal presentations.
  • Recommends your company to peers in the marketing industry.

Actions:

  • Leaves a positive review or testimonial.
  • Refers your company to other marketing professionals or companies.

Emotions:

  • Proud of their booth’s professional appearance and impressed by your service.

Opportunities:

  • Feature their booth in your marketing as a case study or success story.
  • Offer a referral program rewarding customers who bring in new business.
  • Engage with their social media posts and build rapport for ongoing loyalty.

CUSTOMER PERSONA: MARKETING DIRECTOR

  • Name: Marketing Director Mike
  • Role: Senior marketing professional managing branding, campaigns, and event strategies for a company.
  • Goal: To achieve impactful trade show presence while ensuring streamlined operations and alignment with corporate objectives.
  • Pain Points:
    • Working with partners who lack hands-on experience or industry knowledge can result in ineffective solutions or miscommunications.
    • Lengthy or complicated booth setups can lead to increased stress and potential operational disruptions.

STAGES OF THE JOURNEY:

1. Awareness

Customer Thought: "We need a partner who understands the marketing landscape and can help us deliver a flawless event presence."


Touchpoints:

  • Notice a webinar or thought leadership piece about trade show trends.
  • Read an article about improving ROI at trade shows on an industry news site.
  • Sees a LinkedIn post about a company’s successful trade show setup with easy assembly.

Actions:

  • Begins researching experienced vendors with a proven track record of high-quality trade show solutions.
  • Consults peers or networks for recommendations.

Emotions:

  • Optimistic but cautious about finding a reliable partner.

Opportunities:

  • Highlight your company’s deep industry experience and collaborative approach in your marketing.
  • Share content on "How Expert Trade Show Vendors Drive Success for Marketing Teams."
  • Position your brand as a trusted partner, not just a product vendor.

2. Consideration

Customer Thought: "Which vendor can provide an efficient, reliable solution that ensures everything goes smoothly?"


Touchpoints:

  • Reviews your website for product details, case studies, and customization options.
  • Engages with demo videos showcasing streamlined setups and premium branding.
  • Contacts customer support to ask about customization options, timelines, and setup complexity.

Actions:

  • Downloads a product guide or setup video to evaluate your products and offerings.
  • Schedules a call with sales to review ordering and artwork process to ensure alignment with corporate branding.

Emotions:

  • Focused and discerning, aiming to find the right solution with minimal risk.

Opportunities:

  • Emphasize your hands-on experience, industry expertise, and dedicated client support.
  • Showcase testimonials from other marketing leaders who had positive experiences. (Client Spotlight)
  • Provide a dedicated sales rep to highlight excellent services and accountability. 

3. Purchase

Customer Thought: "This vendor seems to understand our needs. I’m trusting them to deliver."


Touchpoints:

  • Receives a detailed quote or email with clear timelines and deliverables.
  • Communicates with a proofer or designer to finalize custom artwork.

Actions:

  • Places the order and approves the final design.
  • Coordinates delivery to align with trade show schedules.

Emotions:

  • Confident but slightly anxious about execution and delivery timelines.

Opportunities:

  • Provide proactive updates on order progress (design, production, and shipping).
  • Guarantee on-time delivery and setup support to alleviate stress.
  • Offer a dedicated point of contact for any last-minute questions or adjustments.

4. Onboarding

Customer Thought: "This booth needs to look perfect and be ready with minimal hassle."


Touchpoints:

  • Receives the display with clear assembly instructions and all necessary components.
  • Accesses setup videos or reaches out to support if questions arise.

Actions:

  • Tests set up ahead of the event to ensure everything functions as promised.
  • Delegates assembly to the event team with confidence in the process.

Emotions:

  • Relieved if the setup is intuitive and error-free.
  • Frustrated if assembly is overly complex or requires additional troubleshooting.

Opportunities:

  • Include a QR code linking to step-by-step setup tutorials.
  • Provide pre-event checklists and support resources to ensure smooth execution.
  • Follow up after delivery to confirm satisfaction and offer setup tips.

5. Retention

Customer Thought: "This company made our event run smoothly. I’ll keep them in mind for future needs."


Touchpoints:

  • Receives a thank-you email and request for feedback.
  • Receives an future email offering discounts on new graphics. 

Actions:

  • Leaves a review or shares feedback with your team.
  • Saves your company as a preferred vendor for future events.

Emotions:

  • Satisfied and confident in your ability to support future projects.

Opportunities:

  • Offer loyalty rewards or exclusive discounts for repeat customers.
  • Send educational content like "Top Tips for Maximizing Your Booth’s Impact."
  • Highlight new products or updates that align with their event goals.

6. Advocacy

Customer Thought: "This company’s expertise was a game-changer—I’ll recommend them to others."


Touchpoints:

  • Shares positive feedback about your company with peers or on social media.
  • Tags your company in posts showcasing their trade show success.

Actions:

  • Writes a testimonial or participates in a case study.
  • Refers your company to other marketing professionals or departments.

Emotions:

  • Proud of their trade show success and impressed by your company’s expertise.

Opportunities:

  • Feature their success story in your marketing materials.
  • Offer a referral program to encourage them to recommend your services.
  • Engage with their social media posts and foster an ongoing partnership.

CUSTOMER PERSONA: DESIGNER

  • Name: Designer Carla
  • Role: Freelance graphic designer who helps clients create engaging trade show booths.
  • Goal: To find customizable, high-quality backdrops that meet the specific needs of their clients while staying on schedule and budget.
  • Pain Points:
    • Managing client expectations about quality, cost, and design timelines.
    • Finding customizable options that align with their creative vision.
    • Ensuring the product arrives on time for their client’s event.
    • Balancing multiple client projects at once.

STAGES OF THE JOURNEY:

1. Awareness

Customer Thought: "I need a high-quality backdrop that fits my client’s vision and understands industry trends."


Touchpoints:

  • Discovers your company through a blog post or social media ad showcasing creative trade show designs.
  • Sees a client Spotlight highlighting how your backdrops helped another designer’s project succeed.
  • Receives a recommendation from another designer or client.

Actions:

  • Searches for “custom trade show backdrops.”
  • Visits your website to explore customizable options.

Emotions:

  • Inspired by possibilities but worried about meeting tight client deadlines.

Opportunities:

  • Use ads or blog content targeting designers, such as “5 Creative Ideas for Trade Show Backdrops.”
  • Highlight the ease of customization and fast turnaround times in your messaging.
  • Share testimonials from designers emphasizing your products’ quality and flexibility.

2. Consideration

Customer Thought: "Can this company meet my creative needs and my client’s timeline?"


Touchpoints:

  • Browses product options on your website, focusing on customization capabilities and material quality.
  • Reads reviews and testimonials from other designers or businesses.
  • Requests mockup to present to their client.

Actions:

  • Adds products to the cart but delays purchase to confirm details with their client.
  • Emails or calls your customer support team to clarify customization options or delivery times.

Emotions:

  • Optimistic but cautious, as they’re accountable to their client.

Opportunities:

  • Provide proofs to help them visualize the backdrop for their client.
  • Offer a client support for quick answers about customization and delivery.
  • Emphasize timeline guarantees. 

3. Purchase

Customer Thought: "This design looks great. I hope it meets my client’s expectations."


Touchpoints:

  • Finalizes the order after gaining client approval.
  • Receives an email confirmation with the project timeline and design specs.

Actions:

  • Uploads their client’s design.
  • Confirms they have selected the right options to meet their tight event deadline.

Emotions:

  • Nervous about ensuring the final product matches their vision and their client’s expectations.

Opportunities:

  • Send detailed confirmation emails with a clear breakdown of the design and timeline.
  • Provide proactive updates at each stage of production and shipping.
  • Offer rush production if any urgent deadlines are missed.

4. Onboarding

Customer Thought: "I need this to look flawless for my client’s event."


Touchpoints:

  • Receives the backdrop in secure packaging or confirms it was received by their client.
  • Uses setup guides to ensure the display looks professional or sends resources to their client as needed.
  • Contacts support if any issues arise.

Actions:

  • Assembles and tests the display before delivering it to their client or checks in with their client if it was delivered directly to them.
  • Double-checks the quality and colors to ensure it meets their design specifications.

Emotions:

  • Anxious but satisfied if the quality matches expectations.

Opportunities:

  • Include a QR code linking to assembly tutorials and troubleshooting tips.
  • Send a follow-up email with setup and presentation tips specifically for designers working with clients.
  • Provide a direct line to customer support for quick resolution of any issues.

5. Retention

Customer Thought: "This was a success. I’ll use this company for future projects."


Touchpoints:

  • Receives a follow-up email asking for feedback and showcasing other designer-friendly products.
  • Sees content on your social media featuring creative use cases for your products.

Actions:

  • Saves your company as a trusted vendor for future projects.
  • Refers you to other freelance designers or clients.

Emotions:

  • Confident and relieved if the process was smooth.

Opportunities:

  • Offer a loyalty program, such as discounted rates for repeat orders or volume discounts.
  • Share content or blogs with helpful tips for designers. 
  • Provide seasonal promotions targeted to trade show seasons.

6. Advocacy

Customer Thought: "This company helped me impress my client!"


Touchpoints:

  • Shares photos of the finished display in their portfolio or on social media.
  • Recommends your company to other designers or small business owners.

Actions:

  • Posts a testimonial or review.
  • Tags your business in a post showcasing their design work.

Emotions:

  • Proud of their work and grateful for your support.

Opportunities:

  • Offer a referral program with benefits for both the designer and their client.
  • Highlight their work in your marketing, such as a “Client Spotlight” feature.
  • Engage with their social media posts by resharing or commenting to build rapport.
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