Event marketers are challenged with making an event relatable. In an ideal world, looking beyond demographics and stereotypes makes for a much more inclusive marketing campaign and ensures that you are communicating relevant and value to your key target audience. It’s also safe to assume that people across all demographics prefer human authenticity when dealing with brands and want to be spoken to like an actual person and not a number. It’s important when organising an event that you look at your attendee’s motivation and goals for attending an event, and how it would be useful in their lives and careers. Grouping attendees by their rationale and attitude, rather than demographics, can help you keep your content relevant and better target your audience.
One way to ensure you target the right audience is to ditch the segment and conquer attitude. Furthermore, the days where brands would blast their advertising at as many people as possible and hope the right audience noticed are long gone. Today’s event marketers understand the important of data-driven, highly targeted campaigns.
So, what are the most effective ways of looking at and targeting your audience?