3. Know your audience
When it comes to planning your conference marketing, sponsorship and the program it’s important to have a clear understanding of your audience demographics as well as their requirements and expectations.
If you don’t already have the information at hand it is time to start researching answers. Speak to key stakeholders, gain advice from past conference committees, review past conference reports and survey your membership database.
Once you have a clearer picture you’ll be able to devise a marketing plan that reaches, engages and encourages commitment from your audience.
We also recommend segmenting your audience database into different identifiable groups such as students, senior managers, employees and employers. This way you can create event communications that will directly appeal to each group’s motivations and reason for attending.
These steps are particularly beneficial for objectives centred around profile growth, delegate attendance and sponsorship sales.
4. Program for satisfaction
When you’re devising the conference program it pays to keep these segments you created for marketing in mind. This way you can devise a stronger mix of sessions relevant to a larger cross section of your delegate base. This will ultimately positively drive satisfaction levels by fulfilling expectations, meeting education needs and improving skills.
Understanding the ins and outs of your membership base/target audience will lead to a growth in meeting any objectives around delegate attendance, conference satisfaction and loyalty.