Identifying Your Target Market in Event Management - dummies

Identifying Your Target Market in Event Management

By Laura Capell

Part of Event Management For Dummies Cheat Sheet (UK Edition)

If one of your objectives in event management is to attract new customers to an event – and it is – you need to be clear exactly what type of customers you and your client want to attract.

This process of identifying a target profile also works for internal communication events such as sales and marketing conferences. Think of the typical person within the organisation and then consider how long he or she has been with the company, the size of his or her family, what he or she does at the weekends, and so on.

Use the following checklist to get you started. Try to list or describe the person’s:

  • Name

  • Age

  • Gender

  • Place of residence

  • Type of accommodation

  • Co-residents

  • Level of education

  • Career

  • Annual/monthly income

  • Position within the family

  • Number of hours a week spent at work

  • Leisure activities

  • Hobbies

  • Friendship group

  • Diet

  • Smoking and drinking habits

  • Online behaviour

  • Shopping habits

  • Club memberships (if any)

  • Holidays:

  • Religion

  • Life ambitions

  • Fears