The Center's FREE Webinar: How to ‘Get to Know’ Your Audience - Building Target Personas
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The Center hosted a FREE and timely Webinar on Wednesday 27 April 2011 from 12:00 pm - 1:00 pm (CST) for exhibitor and event marketers. Warwick Davies presented How to 'Get to Know' Your Audience - Building Target Personas.
Often event organizers have a limited understanding of their attendees, with insights based on a few demographic questions collected through the registration process and perhaps a short post-show survey. Holes in information about the attendee audience compromises an event’s ability to focus on key target customers and prospects, allocate list acquisition resources to the right segments and launch compelling and engaging, and ultimately successful marketing campaigns. This session taught you how to learn the key factors which affect key buyer behaviors and how to reach them to increase attendance and loyalty
This session helped you execute the three steps to building actionable target personas which are:
• Profiling Your Existing and Prospective Attendee Target Markets
• Developing Quantitative Research to help you discover what your data says about your key buyers
• Crafting Qualitative, Anecdotal Research which helps you effectively engage your key audience
Warwick Davies is the Principal of The Event Mechanic!, a consulting company which helps event organizers realize greater revenues and profits by fixing ‘broken’ events and launching new ones both in the United States and internationally . His clients include event organizers in the information technology, healthcare, biotechnology construction and design engineering and executive event markets. Previously, Warwick was responsible for internationally recognizable event brands such as Macworld Conference and Expo, LinuxWorld Conference and Expo and the Customer Relationship Management Conference and Exposition worldwide. He can be reached at Warwick@theeventmechanic.com or at 781 354 0119.
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