Whether you are a small event, medium-size conference, major festival, or you simply want to get to know your current customers better, it can be very useful to create a buyer persona for your event. By going through this process, you’ll begin to understand your customers better and thus bring more value to them. Also you would have better knowledge at your disposal to market your Event.
Going after your ideal customer surprisingly takes less work once you do most of the research upfront. Not only does this leave your event better positioned for success but it also allows you to focus more on the things you love. It truly is a win-win!
When we create persona buyers together with our clients we always ask ourselves a few questions.
The first question we ask ourselves is who are the types of people or businesses that we would really enjoy collaborating with. Who are our dream customers?
The life of you and your team will thrive if you can effectively find the people who truly identify with your brand. This is an ideal situation as opposed to pursuing just anyone which can cost a lot of marketing dollars and bring unnecessary stress to your company.
By doing the research on your customer segments and knowing who you don’t want as a customer, that will bring some much-needed clarity on who you do want.
NOTE: it's very possible to have multiple dream customers. Create persona buyers for all of them.
The next question we ask is who can afford our services. Too many businesses focus on clients that only discuss the cost and not the value associated with it. By focusing on clients that are aware of the value that you bring, you’re able to have a better working partnership geared for the long term. Finding the customers that understand the value you bring from your services is the first step to a successful bootstrapped business.
We are at a point that we have an understanding of who our buyers are, we want to take it a step further. For your event, you want to begin figuring out your buyer persona personality traits, their interests, and their motives.
Some questions you may ask are what other brands do they love and why? What does the demographic info look like? The more specific your information, the better off you’ll be.
The fifth and last question is on which channels do your customers spend their online time. Where do they find their information? What influences them? Who do they follow? Where do they hang out? And what topics do they care about? You want to put your energy on the channels they spend most of their time.
Given all these questions, where do you even begin to find the answers? Glad you asked because we have found 4 options that usually give us the best results:
Depending on your situation, you can combine the four points up here and try to get a complete picture of your target group(s). The information is usually more precise with option 1 but this is not possible for every company or startup.
The beautiful thing about buyer persona is that you can test it very quickly with paid advertising strategies to see who is interacting with your event and what you can improve to reach them.
Use the following tools for your audience desk research:
Awesome, we have done the research, it’s time to summarize your findings into a persona buyer overview. Remember that the point of this exercise is to craft an in-depth buyer persona that you can go after in your next event.
We have seen too many examples of personas from new clients that have been too generic that many questions why they’re marketing hasn’t been working. We were thrilled to have given them more guidance.
The CEO of YourGoals prefers to work with women in the same age group as herself. This is based on previous customers she worked with and where she believes she connects the best with.
Her reasons are simply because it's easier to understand and level with them. Besides the physical aspect of personal training, YourGoals also focuses on cultivating a stronger mentality that can apply to all areas of life. She feels like men generally don't open up to her as much as women do, thus making her job a bit more difficult.
Many people would love to work with a personal trainer, however, there are only a limited amount of people who can afford it. As there was not enough customer data, we decided to look at the competition and make our own personal assumptions.
Personal training is high in price so the individual needs to have a more than average income. Questions we’ve asked are things like if they are University schooled or an entrepreneur? Single or married?
YourGoals likes to work with women older than 30, this demo works out great because most people at that age have a stabler income thus have more money to spend on personal training.
In this case, the main focus will be on women that are decision-makers themselves.
Now we know our dream customer and the customers that can afford the services we can have a look at more detailed information. We need to make a few assumptions here but the data of the campaigns will tell us we are right or wrong.
We will look at the competition and who is following them. Then we search if there is any public research on the topic. For YourGoals we came up with the following: