By Jade McKenzie
Oooh this one is a goodie. Do you want to run events that are fulfilling, uplifting, heart warming and helpful to people? Do you want to run events that have zero complaints and no unhappy attendees? Then you need to practice targeted marketing.
Quite simply, targeted marketing means all of your promotional efforts will be focused on the people you know you can help and want to help rather than just doing general promotion all over the shop to no-one in particular. If you are running a niche workshop or event , targeted marketing is reaaally important because it helps do a number of things:
- It reduces the amount you have to promote significantly and helps sell a higher number of tickets
- It attracts the exact people you want in that room
- It allows you to serve your audience in a really focused way
- It gives attendees the opportunity to network and connect with like minded people
- It reduces unhappiness and complaints and increases positive feedback
- It cuts down on perceived competition by separating you out from the rest
You can practice targeted marketing through actions such as:
- Advertising on websites, magazines and publications that your target audience are reading
- Networking at events where your target audience are attending
- Speaking at functions your target audience attends
- Talking about your event in online forums where your target audience are regularly contributing or asking for experts like you
- Guest blogging on blogs that your target audience follows religiously
- Running Facebook ads specifically targeted to your audience (use those advanced options to hone in on your attendees interests, location, jobs etc but in my experience, you are much better off doing this prior to promoting an event and using ads to get Likes, rather than running an ad specifically to sell tickets - it's not a big converter unless your event is free)
That list isn't exhaustive, get creative and think about where your target audience is.
And just as an FYI, the three step process I use for promotion at my own events is:
1. Define the audience. Who are they, what are their pain points, how can I help them, how will it change their lives?
2. Find out where they are. Do I know them already, what do they read, where do they go, what do they buy, what events do they attend, what facebook groups are they a part of and where do they look for solutions to their problems?
3. Market to them in a clear and defined way. What is the purpose of the event, what particular pain points does it address, what are the outcomes attendees can expect, what are the benefits, who is the event for and even who is the event NOT for.
The more specific you can be, the better the outcome. Give it a try!