When planning your next event, big or small, audience targeting should be top of mind. After all, your event's success hinges on its ability to attract the right people. Here's the good news. There are several ways to ensure you're reaching your target market. Here are four tips to get you started.
1. Start with your current database.
If you're like most organizations, you already have a database of individuals who have shown an interest in your cause or mission. These people make up your current audience group, and they should be the foundation of your target market for your next event. By starting with this group of individuals, you can more easily identify other individuals with similar interests, characteristics, or demographics.
PRO TIPS
Keep track of member purchase history. To better align your event marketing with your current membership pool, it is essential to keep track of their purchase history. This information can help you to determine what types of events they would be interested in attending. Additionally, it can help you identify potential gaps in your event offerings.
Use member data to segment your audience. Another tip for using your database to improve event marketing is to use the data to segment your audience. Meaning you will group members together based on shared characteristics. Segmenting your audience can help you more effectively target your marketing efforts and ensure that you reach the right people with your message.
Send personalized invitations. Finally, one of the best ways to use your membership database to improve event marketing is to send personalized invitations. This means that you will take the time to craft an invitation tailored explicitly to individuals. Personalized invitations show that you value your members and their business.
2. Use social media to your advantage.
Social media is a powerful tool that can help you reach a larger audience with minimal effort. Utilize platforms like Facebook and Twitter to promote your event and engage with potential attendees. Remember to use relevant hashtags and post engaging content that will encourage individuals to learn more about your event and potentially purchase tickets or register for a spot.
PRO TIPS
Set up events on platforms that utilize push notifications and reminders. You know how sometimes you'll see an event on Facebook or Instagram, and you think to yourself, "I should go to that." But then you forget all about it until it's over? Well, there are features that can help with that. Now, users can set a reminder for themselves right from the event page. Encourage members to click the "Set Reminder" button and choose when they want to be reminded. You can even set a specific time, like 30 minutes before the event starts. That way, people are more likely to actually show-up.
Use images and videos. Images and videos are some of the most effective ways to get people’s attention on social media. Be sure they are high in quality. It helps to keep their attention.
Be active and engaged. To maximize social media's power, you need to be active and engaged with your audience. This requires regularly posting content, responding to comments and messages, and running giveaways or contests. By being active and engaged, you’ll build a community of followers who are interested in what you have to say and who will be more likely to attend your event.
3. Create targeted marketing materials.
Once you've identified your target market, it's time to start creating marketing materials that speak directly to them. This might include developing event collateral like posters or flyers that feature images and language that resonates with your audience. You can also use direct mail or email campaigns to reach potential attendees where they're already spending time online.
PRO TIP:
Create customized materials. Once you know your target audience, you can start creating marketing materials specifically tailored to them. This could include customizing your event website, designing specific landing pages, or even creating targeted email campaigns. The more customized your materials are, the more likely your target audience will be to take notice.
4. Determine what incentives will attract your target market.
When developing your marketing strategy, it's important to consider what will encourage individuals in your target market to attend your event. This might include offering discounted tickets, hosting a raffle or giving away prizes, or featuring guest speakers or performers that align with attendees' interests. You'll likely rope in those all-important attendees by providing value-adds like these.
Here are some great incentive ideas to encourage people to register for your event:
Early bird registration discount
Free raffle entries
Percentage off if people book groups
Giveaways
Discounts
Reaching your target market is essential to hosting a successful event—but it doesn't have to be difficult! By following these simple tips, you can ensure you're attracting the right people to make your next event a success.