Many businesses still rely on outdated marketing practices such as market segmentation and demographics. Meanwhile, it is much more difficult to segment the modern customer based on information such as his city, marital status or age alone.
The practice of customer persona creation might be well known to technology and SaaS businesses, but in events marketing and promotion, it is definitely less common. Persona creation might be one of the most effective ways of the marketing strategy for your upcoming events.
What is the customer persona and how to benefit from it?
By definition, the customer persona is a semi-fictional representation of your ideal customer, based on in-depth research and real data about your existing customers. This part here is crucial- you need to have real data from your existing customers. ( If you are just starting, you need to talk to real people, who you want to attract to your event)
When creating your customer personas, you need to consider so much more than just customer demographics.
To create a successful customer persona that can help with your event promotion and marketing, a large degree of information is needed. The behavioural patterns, causes they care about, places they like to visit. Most importantly, however, from the event marketing point of view, you need insight into their spending patterns and free time hobbies.
Every single one of your target /potential customers has to have persona type. THIS IS NOT A STEREOTYPE based on demographics.
No, a persona is so much more! You need to find out about the characteristics and patterns of your personas.
What are some of the information required to create a persona?
- Age: 31
- Sex: female
- Material status: single
- Children: 0
- Religion: catholic
- Nationality: Irish
- City: Dublin
- Languages spoke: English
- Job description: project manager- banking
- Problems he/she faces in that job: Dealing with people from various cultures, time management, project management
- Nr of hours worked- weekly: 40h plus some homework
- Income: 50.000 €
- Disposable income after tax and payments: 15.000€ per year
- Transport option: Luas
- Sleep patters- what time he/she wakes up and goes to bed: wakes 6 am, goes to bed 10 pm
- Hobbies: golf, tennis- outdoor sporting
- Music type: R&B and hates heavy metal.
- What does he/she read?- Novels and Travel magazines
- Where does she hang out after work? : Cinema, occasionally Starbucks
- Drinking: does not drink during the week. Bar with friends usually on a Saturday.
- Where does she spend time online: facebook, youtube, Financial Times online,
- Social media used: WhatsApp, Facebook. Linkedin
- What frustrates her/him: Transport in Dublin, prices of car insurance, prices or rent in Dublin
- Shopping patters- what she/he likes? Brown Thomas. Likes shopping and shops a lot. Spends a lot on skincare products and healthy bio food
- Causes she supports: All initiatives for healthy and bio food, helping with climate change, inclusion initiatives.
There would be other ladies with very similar behavioural patterns and lifestyle situation and therefore you could group them into personas.
PERSONA 1: female, single, no kids, lives in a big city, working full time, likes beauty and healthy style of living and has approx 15,.000€ disposable income, loves fashion shows, reads books, uses Instagram.
PERSONA 2: female, married, young kids, living in a small town, working part-time, interested in children's education and family travel, loves concerts, approx 5000 € disposable income, reads magazines, uses facebook.
Can we assume that would be smart to sell a medium-priced ticket for a beauty and fitness festival for Persona nr 1? We think so!
And would it also be ok to assume that Persona nr 2 would be interested to attend your family fair on a Saturday afternoon with her children? (Perona nr 1 probably would not enjoy it and rather go shopping).
If you want to successfully promote your events, you need to be smart about spending resources and promoting to the appropriate target group.
Why is this crucial to your event marketing strategy?
Well, put simply, if you are selling luxury festival tickets to people with low income and no free time, that won't work. And if you are promoting a standard festival ticket to a person with a lot of disposable income who appreciates exclusivity, your marketing message will fall on flat ears.
To possess this insight, about preferences and behaviours of your potential customers, you MUST be aware of personas and distinct characteristics that separate them. You must understand their lifestyle and what comes out of it as a result, their daily motivations.
If you can understand the motivations and behaviours of your customers, you will be able to offer the right type of event and the right type of ticket price, to the right type of the customer.