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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

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Nicole Buraglio's presentation at MTO Summit Chicago.

Nicole Buraglio's presentation at MTO Summit Chicago.

Published in: Education, Business, Technology

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  • 1. How to ‘Get to Know’ Your Audience Building Target Personas Nicole Buraglio Monday, March 21, 2011
  • 2. B2B Marketing – More Challenging Than Ever• Expectations higher• Economy at its worst• Substantial information available• Social media• Increase in noise
  • 3. How to Overcomethese Challenges?KNOW YOUR AUDIENCE
  • 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. Phase 1PROFILE EXISTING/PROSPECTIVEATTENDEE TARGET MARKETS
  • 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. Create Solid Demographic Questions• Involve the industry – Top exhibitors – Loyal attendees – Advisory committees – Associations – Publications• Focus on long-term• Include growth areas
  • 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. 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. Follow Up• Survey in groups – Exhibits attendees – Conference attendees – No-shows – Loyal attendees• Ask specific questions• Limit open-ended questions
  • 11. Phase 2CONDUCT QUALITATIVE,ANECDOTAL RESEARCH
  • 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. 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. WHAT DOES THIS DATA LOOK LIKE?
  • 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. Grace Mewithdata (potential customer)• Female• Marketing Department• Investment Firm• Boston, MA• Physical & E-Mail Address Available
  • 17. Phase 3CRAFT STRATEGY,TACTICS & METRICS
  • 18. Write Your Marketing Plan• Event overview• Target markets• New opportunities• Budget summary• Strategies• Tactics• Communication vehicles,timing, frequency• Goals• Dependencies• Risks
  • 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. 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. 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. 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. 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. NOW WHAT???START ALL OVERAGAIN!

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