Last month we covered defining your target audience as the first of the 5 W’s of an effective event marketing strategy. The second element considers where.
Know where your audience goes for information.
Successful event promotion consists of a series of touches that may include email, direct mail, advertising, social media and other methods. Considering what marketing vehicles you should be using goes back to W#1 – knowing your audience. Understanding their characteristics and behaviors helps you identify their media use, and that’s key to ensuring that your efforts—and dollars—are spent on the most effective channels of distribution for reaching them.
So now that you’ve identified your specific target market, you should segment it. Do this by dividing it into coherent groups, knowing that each may respond to a different approach. This will make it more likely that your message will be heard and acted upon.
Find the right mix.
One communication outlet may not be effective for all the groups you are trying to reach, so don’t rely on one vehicle alone. Identify the various mediums available that would be best to reach those groups. Consider the entire spectrum and know what’s been proven to generate the highest response rates for that particular audience. The communication outlet(s) you choose to market through can be the difference between getting a response and getting a great response.
Don’t get tuned out.
Make sure you’re speaking to your target’s lifestyle. They need to know that you view them as an individual and you understand them. To help understand what may—or may not—appeal to your specific segments, here are the five generational “blocks” to consider.
(There may be some discrepancies on exact generation dates, but these are the typical.)
Generation Z (1995 – 2010)
Also known as the Digital Natives, this generation has been connected since birth to communication and media technology like the Internet, instant messaging and cell phones. They are the most diverse of the segments and are highly influenced by their peers. They enjoy clever and humorous advertising, and have big expectations.
Use the two main staples for this group—Internet and mobile devices. They are constantly tweeting, Googling and using apps like Vine and Instagram. Traditional advertising will not be the most effective here.
Generation Y (1981 – 1994)
Also known as the Millennials, Gen Y’ers are very tech-savvy. They process information quickly and know how to block out unwanted information. What television was to the Baby Boomers, the Internet is to this group; therefore, they are big online viewers and purchasers, and are very feature oriented—meaning they purchase only what they feel will enhance their lives.
Gen Y likes attention, convenience and the “right now.” You will want to be sure to have a well-designed and informational website. They do not respond as well to traditional media, so marketing via email and social media channels is a safe bet.
Generation X (1965 – 1980)
Generation X grew up without the safety net of a flourishing economy, so they like to get the most out of their money and can be persuaded by a good deal. They have the tendency for brand loyalty and place a high value on education and knowledge. They are cautious, skeptical and unimpressed with authority. They believe in actions over words and like lots of detail—make sure you can deliver what you’re promising.
Gen X media consumption is fragmented. Most are tech savvy, so digital marketing is a must. However, they grew up with traditional methods of advertising, and many still respond well to direct mail. A mixture of methods to this group is best.
Baby Boomers (1946 – 1964)
The Boomers occupy a very unique niche. They are viewed as the most valuable of the generations in the history of marketing. Of the four, they have the most disposable income and are the only generation to fully embrace both print and digital media.
According to Forrester Research, Boomers outspend the younger generations online 2:1. They use the Internet as their primary source of information—comparison shopping and making major purchases.
Traditionalists (1925 – 1945)
Also known as the Silent generation, the Traditionalists grew up during the Great Depression and World War II; therefore, they have a profound sense of rationing and wise spending. They consider themselves hard workers and extremely loyal. When you reach out to them, you will need to appeal to their sense of value. They respond positively to messages that convey respect and appreciation.
Traditionalists are considerably less responsive to web and mobile marketing than the other generations. They respond best to—you guessed it—traditional media like print or face-to-face campaigns.
Armed with all this information, you are now ready to move to the next step. We will be covering what to consider (the why) when constructing your messaging in our next blog post. So stay tuned!
In the meantime, if you have questions about your event marketing efforts, contact us today!