Modern events accumulate huge amounts of data. Turning that data into an understanding of your audience in order to build attendance can be overwhelming. Fortunately, business analytics tools like CDS’ Data Sense® can do the heavy lifting, combining your different data sources for a detailed view of your event and audience. Introducing the Persona Tree!
Core Registration Data
At the heart of all event data is information about registrants. This group represents your loyal attendees—they are the definition of your target audience and should be nurtured! Understanding this group, their interactions with your event, and what character traits they have in common cultivates the soil for growing your event and attracting new attendees
Combined Data Sources
Registration data contains the core contact and demographic profiles of attendees. Data from sources such as Google Analytics, social media, membership, and website interactions are the roots that allow you to identify your most active event participants and their habits.
Identifying your event Attendee Personas (or the roots), are one of the most effective marketing techniques. A persona is comprised of common attendee and exhibitor traits. Many of these traits are contained in your registration demographic, profile, and purchases data.
Once each persona is defined, you’re at the base (or trunk) of your persona tree where a list of past and present attendees can be generated and used to attract prospective registrants.
Marketing to Commonalities
To use your persona to attract new attendees, extract commonalities from the list and use them to develop into the main branches of your targeted marketing campaigns. Assuming attendee prospects who fit a persona share these demographics and social habits, campaigns can be designed that appeal to known interests.
Everyone Can Be an Event Advocate
Using these common traits discovered at the trunk of your data, incentives can be implemented that encourage repeat attendance which also utilizes alumni from your persona groups to grow awareness and attendance. Leveraging your smaller branches, such as influencers and advocates, has a powerful effect on spreading the seed to prospective attendees to register.
Designing Effective Campaigns
Along with incentives—the commonalities in persona groups can be used in marketing campaigns to point out existing aspects of your event and host city and sprout new leaves—perspective attendees. Personalization and defining your market segments allow you to design campaigns that have high relevance and individual appeal, thus growing your show!
Want to learn more? Schedule a capabilities demo with us https://www.cdsreg.com/request-a-demo/