Marketing a product with broad appeal can be tricky. If you try to reach all of your key audiences with your messaging, you are probably diluting your effort. It's actually easier to focus on specific submarkets.

Here's an example. We produce our Seniors Spring Show (www.101expos.com) for businesses who want to market their products to seniors.Those same products may also appeal to younger audiences, but for this show we advise exhibitors to focus just on the value their products bring to seniors.

Most of our exhibitors are in the show year after year. By now, they've gotten the hang of tailoring their approach to the senior demographic and they are excited by the results.