- by Alyson Shane
Do you use Attendee Personas when developing your event marketing plan?
If not, you’re missing out on a valuable opportunity to understand your attendees’ wants, needs, and what to say to get them excited about registering for your event.
By creating Attendee Personas to represent different types of people who would benefit from attending your event, you can clarify your event marketing messaging so that your readers feel like you’re speaking directly to them.
Attendee Personas are event-specific versions of the Buyer Personas marketers use to understand their target audiences. They’re called “personas” because they’re intended to represent an individual within a larger group.
In order to do this effectively, we need to dig deep into who these people are and identify their industry, job title, network and/or trade show membership, and other professional details. Other helpful elements include pain points, wants, needs, likes, where they get their news and consume media, and who their influencers are.
A buyer persona is a persona (fake person) businesses create as representations of their ideal customers. They use these personas for market research so they can craft marketing copy that speaks to their customer’s needs.
Attendee personas are similar in the sense that they also create semi-fictional representations of your ideal attendee, but they focus on different areas that help us understand their needs in relation to our event.
Creating an Attendee Persona is easy, just make a list of your attendee’s characteristics, including:
Start building your Attendee Personas by identifying the types of people you want to connect with to promote your event. It’s likely that your event will appeal to more than one individual type of person, so it’s likely you’ll need to develop several Attendee Personas
If you aren’t sure where to start, try these research tips:
Now that you have a basic understanding of the types of attendee personas you’ll be building, it’s time to loop in other sources of attendee information, like:
They interact with your attendees on a daily basis and will have valuable insights into the details that are important to your target audience. Ask about areas like:
If you have a sales team, tap into their customer relationship management (CRM) data to identify new event audiences, learn which types of attendees come back every year, and more.
If you can, arrange a video or in-person interview with past attendees. Gathering information from them directly allows you to ask specific questions about their needs, wants, and pain points.
Other ways to learn more about your attendees is to follow blogs from industry influencers, follow conversations around industry hashtags, and using social listening tools to stay on top of emerging trends and topics.
Building Attendee Personas is the fastest way to gain an in-depth understanding of your attendee’s wants, needs, and pain points.
By doing the work of developing these personas in advance, you can write marketing copy that speaks to their needs and gets them excited about registering for your event.
Do you have any tips for building great attendee personas? Tweet them at us and we’ll update this post with your suggestions!
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