Arguably the most important step in planning a successful event is finding your target audience and guaranteeing their responsiveness to your event marketing.
Companies don’t want to (and shouldn’t) waste time and resources by promoting their event to people who are not likely to RSVP.
Would you promote a welders’ convention to a suburban stay-at-home-mom?
Probably not, considering the stay-at-home-mom likely has no demonstrated interest in welding.
Promoting your event to people who have no interest in or ties to your event is highly ineffective, but not unavoidable.
This is why seeking a target market, for event planners, is absolutely paramount.
Identifying a specific group of people to promote your event can be a game-changer when it comes to saving time and resources.
Audience targeting, in its simplest form, is zeroing in on the people who would benefit most from your event -- and who are most likely to buy tickets -- so to direct marketing efforts in their direction.
Listening to the feedback of your audience, especially for event planning, is a surefire way to understand how to present your offering.
WorkTrip uses a user-centric approach in developing their software.
Co-founder Nathan Aaron says, “At the very basic level, we are focused on making our customers’ lives and jobs easier. In order to do that, our team really needs to understand our customers, the pains they are experiencing and how our product can help.”
Take a look at these three tips to help you find your target audience.
Create a target persona
If you are starting from scratch, begin by building a target persona.
A target persona is essentially an example of an event attendee.
Include as much demographic information as possible in order to target the group who is most likely inclined to attend your event.
For example, if your event is typically attended by female teachers aged 30-40, then your target persona could be a 35-year-old woman who works in education.
The best way to build a target persona is by using previous event data.
However, if this is your first event, start by looking at competing events.
Go back to your past event attendees
Who are the ideal consumers for event planners?
You might want to start with the ones you already know.
If you have previously organized a similar event, a good place to start would be with the data from that event.
Take a look at the demographic profile of your past attendees to gain an understanding of your target audience.
With the help of an event management software, compiling a target market is made easy and painless.
Important information, such as geographic location and education level, is available right at your fingertips to make planning for your next event as straightforward as possible.
In addition, if you have done your due diligence, you will have sent out post-event feedback forms to your past attendees to gain even more understanding of their experience which will help provide insights for future events.
By doing this, you will be zeroing in on finding your target market as an event planner.
Scope out your competition
If this is your first event within a particular sector, look at the competition to get an idea of who you need to be targeting.
Dive deep into their social media, blogs, and website.
Read the comments that attendees and potential attendees leave on their content: what are the personas of those that are providing commentary?
Can you build a target persona from the people who are interacting with their content?
Gather as much information as you can: you can never have too much information when it comes to finding your target market as an event planner.
Test your target market
Find a friend, neighbor, coworker, or even a random passerby that fits your target persona and gauge their interest in your event.
Are they excited about the event? Or do they seem hesitant about attending?
Ask questions! There’s no better way to narrow down your target market than getting real feedback from real people.
If you’re not getting the kinds of responses you anticipated, it’s time to make some adjustments.
These can be geared in two different directions, but are not mutually exclusive.
Consider running your event by people of a different demographic and compare your responses.
If, for example, people a few years younger than your initial target persona are demonstrating more interest in your event, shift your target down a few years.
If you’re confident about your event’s target persona but not getting the enthusiasm you had hoped for, adjust aspects of your event according to feedback from your test subjects.
You can always combine these two strategies, slightly altering both your target persona and your event so that they properly align.
However you choose to do it, just stay on target!
When imagining the ideal attendee of your event, who are they? Where do they live, and what are their interests?
This is the easiest way to begin building out a target persona. Then, take a look at who attended your event last time, if there was a last time, and consider how to recapture that group.
Check out what competitors are doing and who they are targeting to help build your target audience.
Give the target persona a few test runs before beginning targeted outreach to make sure you’re on the right track.
Use WorkTrip’s event management software to get started planning your next event.
Want to learn more about our software? Read about our features here.