how to get to know your audience - building target personas - mto summit chicago

How to ‘Get to Know’

Your AudienceBuilding Target Personas

Nicole Buraglio

Monday, March 21, 2011

B2B Marketing – More Challenging Than Ever

• Expectations higher

• Economy at its worst

• Substantial information

available

• Social media

• Increase in noise

How to Overcome these Challenges?

KNOW YOUR

AUDIENCE

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

PROFILE EXISTING/PROSPECTIVE ATTENDEE TARGET MARKETS

Phase 1

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

Create Solid Demographic Questions

• Involve the industry

– Top exhibitors

– Loyal attendees

– Advisory committees

– Associations

– Publications

• Focus on long-term

• Include growth areas

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

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

Follow Up

• Survey in groups

– Exhibits attendees

– Conference attendees

– No-shows

– Loyal attendees

• Ask specific questions

• Limit open-ended questions

CONDUCT QUALITATIVE,ANECDOTAL RESEARCH

Phase 2

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

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

WHAT DOES THIS DATA

LOOK LIKE?

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)

Grace Mewithdata(potential customer)

• Female

• Marketing Department

• Investment Firm

• Boston, MA

• Physical & E-Mail Address Available

CRAFT STRATEGY,TACTICS & METRICS

Phase 3

Write Your Marketing Plan

• Event overview• Target markets• New opportunities• Budget summary• Strategies• Tactics• Communication vehicles, timing, frequency• Goals• Dependencies• Risks

Create Your Production Schedule

• Divide into marketing mediums – execute based on target audience preferences – Direct mail

– E-mail

– Web site

– Print advertising

– Electronic advertising

– Telemarketing

– Grass roots

– PR

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)

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

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

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

NOW WHAT???

START

ALL

OVER

AGAIN!