We’ve got something for everyone. Everybody’s welcome to our event. Actually no they shouldn’t be. Your event or more specifically your event programme (what they are going to do, see, learn and take part in) really shouldn’t be for everyone. If you run a business you will know who buys your products or services: your customer profile. Events are no different. Event planners must have a very clear idea in their head as to exactly who they believe will come to their event. Importantly who can they influence to make the required change i.e. to come round to their way of thinking? These are your potential customers: the people who will pay the bills.
Why does it matter? Well without a clear idea of who your audience are; your event programme and certainly your event promotion will miss the mark.
Without putting too fine a point on it, events need audiences or they fail. You therefore need to have a clear idea as to who your likely attendees will be. In other words, who is likely to want to come to or benefit from your event? Consider whether they are:
- Your signed-up supporters, previous clients or newsletter readers
- A new untapped market
- A particular sector of the business community
- A particular size of company – turnover, staff numbers, number of offices / stores
- Location: where are they based. Are they local, regional or international
- A particular type of attendee / employee, job title, level
- Purchasing habits – impulsive or rational, long buying cycle
- A sector of your local population in terms of age, gender or interests
- A predetermined audience, such as invited guests or dignitaries
If you cannot describe your audience: who they are and where to find them, how can you possibly provide them with an event they want? You need to create a customer profile. You also want to understand where they “hang out” (business or social), what they are talking about and what their concerns are right now.
Having decided on your audience, work out how far they are likely to travel to an event and whether they have any known time constraints, such as times of the day or year that don’t suit them. Ultimately, you need to be confident that you have access to enough of the right people with the right mind set and the cash or authority to make your event idea a financially viable and successful one.
Want to get it right?
Do you need a little helping getting it right? The Event Experts suite of in-house event training courses will help you design, plan and deliver your own outstanding events, packed full of great take away memories
Chris Powell is the Director of The Event Expert. He is an Event Management Trainer and coach: author of the How to deliver outstanding corporate events. A practical, step-by-step guide to designing, planning and delivering successful corporate events. His courses are based on his 20 years’ experience of delivering a wide variety and business and public events and festivals.
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