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How to ‘Get to Know’
Your AudienceBuilding Target Personas
Nicole Buraglio
Monday, March 21, 2011
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B2B Marketing – More Challenging Than Ever
• Expectations higher
• Economy at its worst
• Substantial information
available
• Social media
• Increase in noise
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How to Overcome these Challenges?
KNOW YOUR
AUDIENCE
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Follow a Strategic, 3-Phased Approach
• Phase 1: Profile Your Existing & Prospective Attendee Target Markets
• Phase 2: Conduct Qualitative, Anecdotal Research
• Phase 3: Craft Strategy,
Tactics & Metrics
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PROFILE EXISTING/PROSPECTIVE ATTENDEE TARGET MARKETS
Phase 1
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Collect Pertinent Registration Data
• Ask 5 or 6 strategic, basic questions
• Include primary business classification
• Aim for single-choice answers
• Use consistent questions over time
• Relate questions to what you know about your exhibitor audience
• Build database to store data
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Create Solid Demographic Questions
• Involve the industry
– Top exhibitors
– Loyal attendees
– Advisory committees
– Associations
– Publications
• Focus on long-term
• Include growth areas
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Survey for ‘Other’ Data
• Determine non-industry statistics– Age
– Gender
– Personal preferences
• Establish technological inclinations/savvy– Text- or html-based e-mails
– Texting
– Type of mobile device
– Internet connection
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Go Gung-Ho On-Site
• Get in front of attendees
– Get on the show floor
– Comb the conference area
– Mingle at receptions
• Ask questions, make friends
• Interview (be sure to capture relevant demographic info)
• Offer incentives to drive participation
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Follow Up
• Survey in groups
– Exhibits attendees
– Conference attendees
– No-shows
– Loyal attendees
• Ask specific questions
• Limit open-ended questions
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CONDUCT QUALITATIVE,ANECDOTAL RESEARCH
Phase 2
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Research Throughout the Year
• Create focus group(s)– Include loyal and newbie attendees– Change lineup regularly (e.g., every 2 years)
• Hold regularly scheduled conference calls• Focus on specific topic each time
– Major factors affecting industry– Potential new growth areas
• Hold comprehensive meeting on-site over lunch/refreshments
• Involve germane staff in discussions
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Don’t Ignore the Data!
• Establish top 4 or 5 primary business classifications
• Identify top product interests
• Determine growth markets
• Analyze surveys against demographic registration questions
• Cross-compare attendee data to exhibitor data
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WHAT DOES THIS DATA
LOOK LIKE?
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Ben Drawinglots(past/potential future customer)
• 48-year-old male
• Chief Architect, High Rises, Etc.
• San Francisco, CA
• Has Android phone, iPad (3G), Dell
• Visits ESPN.com, CNN.com every morning
• Likes to write in spare time (might start a blog)
• Interested in apps that can help him with customers while he’s “on the go”
• On Facebook (minimally), LinkedIn (almost daily)
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Grace Mewithdata(potential customer)
• Female
• Marketing Department
• Investment Firm
• Boston, MA
• Physical & E-Mail Address Available
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CRAFT STRATEGY,TACTICS & METRICS
Phase 3
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Write Your Marketing Plan
• Event overview• Target markets• New opportunities• Budget summary• Strategies• Tactics• Communication vehicles, timing, frequency• Goals• Dependencies• Risks
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Create Your Production Schedule
• Divide into marketing mediums – execute based on target audience preferences – Direct mail
– Web site
– Print advertising
– Electronic advertising
– Telemarketing
– Grass roots
– PR
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Create Your Production Schedule cont’d
• Divide each medium by audience– Establish message for each target
– Include relevant on-site features/events
– Determine timing, frequency
• Divide target audiences into registered and non-registered– Create call-to-action messages for non-registered
– Develop e-newsletter for registered (include upsell)
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Build Targeted Messages
• Personalize message
• Let recipient know you KNOW
who they are
• Explain why this particular demographic must be at your event
• Include relevant on-site sessions and events geared toward that audience
• Make recommendations based on past behaviors
• Use appropriate voice
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Don’t Forget Social Media
• Support Facebook page, LinkedIn account, Twitter following
• Spend appropriate amount of time on these platforms
• Build communities around your audiences, if applicable
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Measure Your Marketing
• Include source codes on all printed materials
• Use unique links on all calls-to-action in e-mails, electronic advertising and web pages
• Track peer and exhibitor invitations
• Analyze – as best you can –
where registrations/interest
originated
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NOW WHAT???
START
ALL
OVER
AGAIN!