Audience Segmentation, do it and your event is more successful. Don’t do it and you get poorer results, a low Net Promoter Score or your attendance decreases. So why the heck aren’t you doing it?

Audience Segmentation

At any conference, event or meeting there are two groups. The people on the stage and the people in the audience. But two groups aren’t enough. You can’t assume every employee, customer, dealer, member or attendee is the same.

Segmenting your audience allows you to “enable” the content and messaging more than just communicate it.

Why The Heck Aren’t You Doing It?

Let me be clear – you should do this. No excuses. You know who is coming to your event or conference. You know who came last year. So take some time to think about the value they need from you and not just about what you want to say.Segmentation less about “who you are” and “what you do.” And more “What you need.”

I’m not talking about customer segmentation you do for sales and marketing. I’m talking about your event audience. Successful segmentation isn’t about how you see the audience it’s all about how they see themselves. The big idea is to make your objectives part of their objectives.

Every year I work with corporations and organizations to make their events more relevant, authentic and deliver results. Audience segmentation plays a big role. You can jumpstart it by doing four things.

Four Tips To Do It Right

Do some audience research. Demographics are good but look for common interests, situations, challenges, locations and goals.

Ask the attendees.What do they want from the event? What are their greatest needs? What do they expect you to do to help them?

Keep it simple. You are looking for patterns of needs that the attendees share. Focus on the ones with the greatest impact. Look to form a handful of groups and not a complex matrix.

Communicate to the groups in advance. Let people know about the segments and let them discover where they fit in. Besides building value you are giving people more compelling reasons to attend.

Your Winning Strategy

Your winning strategy is to provide each person with the innovations, ideas, solutions and motivations they need to accomplish both your goals and their goals. Segmentation will pay off in a giant, all-caps EXPERIENCE. You know, the one that makes them feel it was worth their time and effort. The one that will make them DO what you need them to do. The experience that will bring them back next year.

So, why the heck aren’t you doing it?

Let’s spend 15 minutes talking about your next project or challenge. Just click on CONTACT US or send an email to andy@ideagroupatlanta.com and get in touch.

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