Every event manager should have an idea of the kind of attendee they’re looking for. This is your target audience. Your target audience is important because it offers important clues as to how you should deliver and market your event, and even where you should hold the event.
It’s easy to believe everyone will be excited about your event, but this isn’t always the case.
There can be many reasons for this:
So it would make little sense for you to spend time and money marketing an event to people who may not be that invested or interested in it.
By identifying your audience, you’ll be able to pinpoint exactly who should attend your event. They’re also the ones more likely to purchase your tickets.
The key is to know as much about your target audience as possible. It will be easier to market your event if you have more accurate information on them.
Here are some characteristics that are common in event marketing:
We’ll now go through some of the ways you can quickly identify your audience.
1. Take a look at the people who have attended your previous events
If you’ve already held an event like this before, you’re a step ahead. To better understand your audience, you can simply take a look at participants from previous events.
After an event, you should know how to collect feedback. This feedback will assist you in determining whether or not you have attracted the appropriate audience to your event. Use your ticketing platform to see data about your past visitors.
2. Look at your competition
If you don’t have access to data about past event attendees – or you simply haven’t hosted an event before – you can easily see who’s attending events similar to yours.
Be sure to check out everything your competition is doing:
Make a list of everything you learn and go over it thoroughly. You should now have a much better notion of who to target with your event marketing.
3. Interview colleagues in the events industry
If you are lucky enough to know someone who has organized events similar to yours, contact him or her.
Offer them a cup of coffee and ask them who their target market is, where they can be found, and the type of marketing they respond to.
You haven’t met any other event planners? Consider joining the following LinkedIn groups:
4. Send a poll to your email list
If you have a mailing list, use it to find out more about the people who subscribe to your emails and what their motivations are.
You can conduct a poll ahead of time to learn more about your attendees’ backgrounds, interests, and something else that will help you better understand who they are.
Here are some questions you can ask:
5. Create a participant persona
A participant persona is a useful tool in event promotion.
In essence, this person represents a normal event participant. You can create such a persona from the information you gathered from past attendees at your own event or one of your competitors.
For instance, if you are aware that roughly 70% of people that attend events like yours work in finance, your buyer persona is likely to work in finance too. And if you know that your event is typically attended by men in their 30s to 50s, then your buyer persona should be a 40-year-old man who works in the financial sector.
6. Discover what your event offers attendees
It’s a good idea to delve a little deeper to figure out why your ideal attendee is interested in your event.
It’s tempting to believe that this is a simple matter. After all, aren’t those who enroll in culinary lessons looking to learn how to cook?
Both yes and no. You can better appeal to their interests and encourage them to attend your event if you can figure out why they’re interested in your cooking class.
If your cooking class concentrates on Japanese food, for example, it may appeal to those who have visited Japan or who have some other connection to the culture.
Your event marketing plan may then be centered on Japanese topics. Instead of just telling people to come and learn the true meaning of wasabi, create an experience.
For many events, the target group is obvious, such as a company party for employees. However, it is not enough to know that the employees will be present. You’ll need to figure out in advance how the employees can be provided with an unforgettable and positive day. The following questions may be useful:
It’s clear that, in addition to socio-demographic questions, there’s a lot that can be discovered and clarified about the needs and feelings of the target group. In most cases, such questions cannot be answered from a management level alone. You’ll have to get a picture from each department. This is the only way to work in a target group-oriented manner.
A precise audience profile analysis should take place in advance in order to be able to define and get to know your main target group. Because the better you know your target group, the better you can serve them.