Who Are You Talking To? Understanding What Your Target Audience Wants
Understanding what your target audience wants ?
Understanding your target audience is one of the most important aspects of event marketing (or any kind of marketing, for that matter).
Think back to when you were a kid. You knew which parent was more likely to say yes to a request, and the best way to ask for something based on what you knew about your parent (or grandparent or whomever you typically asked for permission to do something fun).
You want that same insider knowledge about the people buying tickets for your event. The better you understand the people clicking Buy, the better your chances are of finding more people like them, the ones who are eager to attend and willing to pay for the privilege.
Let Them Tell You What They Want
The easiest way to know what someone wants is to ask them. Luckily, you have free, simple options to do just that.
Survey Monkey is a free platform that is incredibly easy to use and offers great data (that’s also easy to use – and understand). Even the free version includes analytic tools to help you find patterns in audience behaviours. You can also create different surveys based on whatever criteria you choose: repeat buyers, VIP upgrade attendees, only people who attended (or who failed to attend after purchasing), or any other criteria you’re interested in studying. Choose a variety of question types, from simple yes/no to multiple choice to short answer. You get immediate, critical feedback straight from the horse’s mouth.
You can also ask your attendees (or potential attendees) questions during the purchase process. For example, if you’re planning a food and beverage event, ask about favorite drinks and other preferences. Knowing what your audience wants makes providing it much easier. And, you significantly increase your odds of creating happy, repeat customers. You can also…
Share This Knowledge With Sponsors and Vendors
Whatever knowledge you gain is also incredibly valuable to your sponsors and vendors. They, in turn, can share their knowledge with you. Everyone wins, even the attendees, because they’re more likely to find what they’re looking for at your event.
It may even be easier for you to secure sponsors and vendors. Let’s look at that food and beverage example again. If you can go to a local brewer and say, “More than half of my audience says they prefer microbrews to anything else,” that brewer should immediately see the value in partnering with you.
Harness the Power of Google
We’ve said it before, but it bears repeating: there is an insane amount of information abuot your customers available through Google Analytics. Just ridiculous amounts of data.
There are three main reports you want to look at. The acquisition and conversion report lets you know how people found your site – organic search, social media, or paid ads. You see instantly where your marketing efforts are most effective. The audience report gives you loads of demographics on the people visiting your site, as well as what interests them and where they are. Finally, the behavior report tells you what people do once they hit your site. You can see how long they stay on each page, how many people are viewing your content, what percentage of people hit your site and immediately leave (your bounce rate), and what pages are the most popular.
Your sponsors will love this information, too, so don’t forget to include it in the data you share. Again, a win for you is a win for them.
It might feel overwhelming at first, but once you get started compiling the data, it’ll fall into place. Besides, that increase in conversions takes away most of the pain.