This is the second post in our three-part series about creating events that empower your audience.
In our previous blog, we discussed what your company can gain through marketing events. But there is no event without attendees, so it’s very important to get a deep understanding of your audience and potential event-goers’ wants and needs.
Before we tackle any event, we want to ask ourselves a few questions.
These questions lay out all the basics so we can make sure our resources and our audience’s time is best spent.
- Who is the market we are trying to serve?
- What type of events does the audience currently attend? To avoid inundating the audience with additional events of lesser value, would we be able to provide an experience that can surpass events they’re currently attending?
- What level of engagement do they need to remain interested in your event concept? Is it a wow factor such as a big name speaker, product demonstration, or exclusive opportunity? Or is it consistency, such as monthly networking events that provide routine connection for their lives?
- Where does your audience receive most of their information about events like yours, so that you may best promote to them?
- When is the best time for your audience to attend an event?
- Why would the audience want to attend the event?
- Why would the audience not want to attend the event (cost, time, commitment, etc.)?
Some businesses may not have an exact idea of who their audience is. In fact, most businesses have multiple audiences. This is why we recommend you create a persona of your audience(s) to help you clearly define who you should target. As an example, here are two event attendee personas ThreeSixtyEight targets below:
Creative Class Individual
This person is a mid-twenties to late-thirties creative, either just entering their career or working within a local agency or marketing/communications department of a larger company. Their skills include marketing, design, writing, film, music, and community service. This person is self-driven, a voracious reader of motivational and leadership books, and continuously looking for ways to improve him or herself. They are passionate about playing an active role in their community, developing change, and shaping the culture of Baton Rouge and Louisiana at large. This person enjoys social settings, genuinely likes people, and aims to motivate others. Their many interests range from travel and food culture to developing side projects to keep their time occupied. When not involved in work, community, or social engagements, this person is working on self-improvement through exercise, learning, and meditation (either religious or spiritual). This person can be targeted through social media including Facebook, Instagram, and Twitter.
The above target can be assumed to either be a potential hire of ThreeSixtyEight or an influencer that can refer us to potential partnerships/opportunities. These individuals like routine engagement, networking, minimal wow factor, and appreciate weeknight events as they have plans over the weekend.
Marketing Executive Individual
This person is a thirty- or forty-something executive/marketing director for a company with an annual revenue of $50 million or more. She oversees development and implementation of brand strategy and develops marketing strategies for products. This includes overseeing campaigns, events, digital marketing, social media, and public relations. This person enjoys travel, community involvement, and spending time with her family. When not working or traveling, you can find her reading about the newest ways to reach target audiences and keeps updated on the newest tech trends through industry thought leader blogs, websites, podcasts, and books. They can be targeted through social media including Facebook, Twitter, and especially LinkedIn.
The above target can be assumed to either be a potential client of ThreeSixtyEight or a potential partner for a ThreeSixtyEight event. These individuals like sparse engagement due to busy schedules, appreciate day-long getaways to focus on material, power networking opportunities to recruit, and higher wow factor they can’t normally get from local events.
As you can see, there are two VERY distinct personalities. It’s important to identify which audience we want to target with each event we launch, or that we ensure a joint event meets both of their needs.
Still unsure of who your audience may be?
Step back and look at your company from a “big-picture” perspective. Think about who benefits from your services and who you interact with on a day-to-day. If someone were to give an educated review of your company, who would that person be?
Capturing the essence of your audience will be extremely beneficial to you when planning events, but further, it will open the door to new and innovative ways to market your company that you may not have thought of before.
So, are you ready to plan your event?
Hopefully you have a better of understanding of why to plan an event as well as who to invite to these events. Now read on as we discuss our process for putting on a great event. In case you missed it, also check out our last post about the 5 reasons your company needs an events marketing strategy.
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