understanding attendees: intro to segmentation webinar
DESCRIPTION
As the disciplines of marketing and events converge into event marketing, many techniques from both fields are being blended together. Join this webinar for an introduction to marketing segmentation and how you can use segmentation and buyer persona techniques to help you better target attendees in your event promotion and better design your program so that attendees are delighted.TRANSCRIPT
Intro to Segmentation
Part I. The Methodologies
Suzanne Carawan
VP Global Marketing
Big-Chunk-Big Thinking
Thinking About the Whole
-Big Numbers by
Attendee Category
Thinking About the Segment
-What makes up
the whole?
-How do we
categorize?
-How do we
identify each
segment?
-What are the
common factors?
Segmentation Decision
Framework
What is the meaning of one orange?
• Attendee/Customer Base?
• Market? Market Vertical?
• Attendee Category?
How will you cut it?
• Peel & separate?
• Slice it?
• How fine will you slice?
Unique Segments
Take each segment
and do the following:
1. Name it
2. Describe it
3. Write a benefit
statement
Create Your Value Prop Matrix
Description Approximate
Size of Segment
Value
Proposition
(Benefit)
How You W ill
Measure &
Benchmark
Segment #1 Name
Segment #2 Name
Segment #3 Name
Create Buyer Personas
• Visualize & Characterize this Group of Attendees/Customers
• Write a story about them. Write many stories about them.
• Think about their total life and how your product fits in
• Understand the joy & pain of the segment
The Affluent Orange
The Affluent Orange
The Affluent Orange
The Affluent Orange
The Affluent Orange
The Affluent Orange
The Affluent Orange
The Affluent Orange
The Affluent Orange
Create Your Persona Matrix
Demographics
Psychographics
Lifestyle
Description “Day
in the Life”
Pain or Joy
Points
How Your
Product/Event/S
ervice Fits In for
this Persona
Persona #1:
Justine Steelman
Persona #2:
Maria Rodriguez
Persona #3:
Amanda Hastings
• Same methodology
• Identify attendee personas
• Identify what is the unique proposition for each
persona category
• Over-deliver on the pain or joy point
• Hype the pain or joy points
• Get testimonials!
Apply to Your Event!