This is the first of 11 Creative Ideas for Event Marketing, a free eBook.
The secret to marketing, for an event or otherwise, is knowing exactly who you’re marketing to. Knowing your audience is essential to marketing success.
Who leads to where
Before you go on a wild goose chase looking for where your audience is, get clear about who they are. Once you understand this, it will be easier to figure out where to focus your marketing.
Try this. Close your eyes and imagine that your event is a great success. Who do you see in attendance? Who do you envision as a sponsor? What would be their incentive to attend or to sponsor the event? Take time to ponder on this. If you have an event committee, have someone else help you, or take turns having each committee member give their opinions.
To start, ask questions about the members of your audience:
- Are they men or women?
- How old are they?
- What’s their ethnic background?
- Where do they live?
- What’s their relationship status?
- Do they have children?
- Do they work?
- Are they students?
- What’s their income level?
- Are they educated? To what level?
- Do they exercise?
- How do they get around?
- Do they vacation? Where?
- How do they dress?
- Where do they shop?
- What do they buy?
- Do they have hobbies?
- What television shows do they watch?
- What kind of music do they listen to?
- What do they like to read?
The more specific you are, the more specifically you can know where your audience is likely to be. Think about where they’ll be during work days, during free time, and during drive time. Then, make sure your event is promoted in these places!