How to ‘Get to Know’  Your Audience Building Target Personas        Nicole Buraglio     Monday, March 21, 2011
B2B Marketing – More          Challenging Than Ever• Expectations higher• Economy at its worst• Substantial information av...
How to Overcomethese Challenges?KNOW YOUR AUDIENCE
Follow a Strategic,            3-Phased Approach• Phase 1: Profile Your Existing & Prospective  Attendee Target Markets• P...
Phase 1PROFILE EXISTING/PROSPECTIVEATTENDEE TARGET MARKETS
Collect Pertinent Registration Data• Ask 5 or 6 strategic, basic questions• Include primary business classification• Aim f...
Create Solid Demographic Questions• Involve the industry  – Top exhibitors  – Loyal attendees  – Advisory committees  – As...
Survey for ‘Other’ Data• Determine non-industry statistics  – Age  – Gender  – Personal preferences• Establish technologic...
Go Gung-Ho On-Site• Get in front of attendees  – Get on the show floor  – Comb the conference area  – Mingle at receptions...
Follow Up• Survey in groups  – Exhibits attendees  – Conference attendees  – No-shows  – Loyal attendees• Ask specific que...
Phase 2CONDUCT QUALITATIVE,ANECDOTAL RESEARCH
Research Throughout the Year• Create focus group(s)  – Include loyal and newbie attendees  – Change lineup regularly (e.g....
Don’t Ignore the Data!• Establish top 4 or 5 primary business  classifications• Identify top product interests• Determine ...
WHAT DOES THIS DATA    LOOK LIKE?
Ben Drawinglots             (past/potential future customer)• 48-year-old male• Chief Architect, High Rises, Etc.• San Fra...
Grace Mewithdata                  (potential customer)•   Female•   Marketing Department•   Investment Firm•   Boston, MA•...
Phase 3CRAFT STRATEGY,TACTICS & METRICS
Write Your Marketing Plan• Event overview• Target markets• New opportunities• Budget summary• Strategies• Tactics• Communi...
Create Your Production Schedule• Divide into marketing mediums – execute based  on target audience preferences  –   Direct...
Create Your Production Schedule                    cont’d• Divide each medium by audience  – Establish message for each ta...
Build Targeted              Messages• Personalize message• Let recipient know you KNOW who they are• Explain why this part...
Don’t Forget Social Media• Support Facebook page, LinkedIn account,  Twitter following• Spend appropriate amount of time o...
Measure Your Marketing• Include source codes on all printed materials• Use unique links on all calls-to-action in e-  mail...
NOW WHAT???START  ALL OVERAGAIN!
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How to get to Know Your Audience - Building Target Personas - MTO Summit Chicago

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How to get to Know Your Audience - Building Target Personas - MTO Summit Chicago

  1. 1. How to ‘Get to Know’ Your Audience Building Target Personas Nicole Buraglio Monday, March 21, 2011
  2. 2. B2B Marketing – More Challenging Than Ever• Expectations higher• Economy at its worst• Substantial information available• Social media• Increase in noise
  3. 3. How to Overcomethese Challenges?KNOW YOUR AUDIENCE
  4. 4. Follow a Strategic, 3-Phased Approach• Phase 1: Profile Your Existing & Prospective Attendee Target Markets• Phase 2: Conduct Qualitative, Anecdotal Research• Phase 3: Craft Strategy,Tactics & Metrics
  5. 5. Phase 1PROFILE EXISTING/PROSPECTIVEATTENDEE TARGET MARKETS
  6. 6. Collect Pertinent Registration Data• Ask 5 or 6 strategic, basic questions• Include primary business classification• Aim for single-choice answers• Use consistent questions over time• Relate questions to what you know about your exhibitor audience• Build database to store data
  7. 7. Create Solid Demographic Questions• Involve the industry – Top exhibitors – Loyal attendees – Advisory committees – Associations – Publications• Focus on long-term• Include growth areas
  8. 8. Survey for ‘Other’ Data• Determine non-industry statistics – Age – Gender – Personal preferences• Establish technological inclinations/savvy – Text- or html-based e-mails – Texting – Type of mobile device – Internet connection
  9. 9. Go Gung-Ho On-Site• Get in front of attendees – Get on the show floor – Comb the conference area – Mingle at receptions• Ask questions, make friends• Interview (be sure to capture relevant demographic info)• Offer incentives to drive participation
  10. 10. Follow Up• Survey in groups – Exhibits attendees – Conference attendees – No-shows – Loyal attendees• Ask specific questions• Limit open-ended questions
  11. 11. Phase 2CONDUCT QUALITATIVE,ANECDOTAL RESEARCH
  12. 12. Research Throughout the Year• Create focus group(s) – Include loyal and newbie attendees – Change lineup regularly (e.g., every 2 years)• Hold regularly scheduled conference calls• Focus on specific topic each time – Major factors affecting industry – Potential new growth areas• Hold comprehensive meeting on-site over lunch/refreshments• Involve germane staff in discussions
  13. 13. Don’t Ignore the Data!• Establish top 4 or 5 primary business classifications• Identify top product interests• Determine growth markets• Analyze surveys against demographic registration questions• Cross-compare attendee data to exhibitor data
  14. 14. WHAT DOES THIS DATA LOOK LIKE?
  15. 15. Ben Drawinglots (past/potential future customer)• 48-year-old male• Chief Architect, High Rises, Etc.• San Francisco, CA• Has Android phone, iPad (3G), Dell• Visits ESPN.com, CNN.com every morning• Likes to write in spare time (might start a blog)• Interested in apps that can help him with customers while he’s “on the go”• On Facebook (minimally), LinkedIn (almost daily)
  16. 16. Grace Mewithdata (potential customer)• Female• Marketing Department• Investment Firm• Boston, MA• Physical & E-Mail Address Available
  17. 17. Phase 3CRAFT STRATEGY,TACTICS & METRICS
  18. 18. Write Your Marketing Plan• Event overview• Target markets• New opportunities• Budget summary• Strategies• Tactics• Communication vehicles,timing, frequency• Goals• Dependencies• Risks
  19. 19. Create Your Production Schedule• Divide into marketing mediums – execute based on target audience preferences – Direct mail – E-mail – Web site – Print advertising – Electronic advertising – Telemarketing – Grass roots – PR
  20. 20. Create Your Production Schedule cont’d• Divide each medium by audience – Establish message for each target – Include relevant on-site features/events – Determine timing, frequency• Divide target audiences into registered and non-registered – Create call-to-action messages for non-registered – Develop e-newsletter for registered (include upsell)
  21. 21. Build Targeted Messages• Personalize message• Let recipient know you KNOW who they are• Explain why this particular demographic must be at your event• Include relevant on-site sessions and events geared toward that audience• Make recommendations based on past behaviors• Use appropriate voice
  22. 22. Don’t Forget Social Media• Support Facebook page, LinkedIn account, Twitter following• Spend appropriate amount of time on these platforms• Build communities around your audiences, if applicable
  23. 23. Measure Your Marketing• Include source codes on all printed materials• Use unique links on all calls-to-action in e- mails, electronic advertising and web pages• Track peer and exhibitor invitations• Analyze – as best you can –where registrations/interestoriginated
  24. 24. NOW WHAT???START ALL OVERAGAIN!
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