Engaged Eddy. Networking Nancy. Innovation Irene...
Understanding your audience is key to the success of any marketing program - not just live events. This is exactly the reason we create buyer personas; to understand the wants, needs, and desires of our target market so we can effectively position our products and services to them. The better we know what makes them tick, the better we can position ourselves as a winning solution.
In the realm of live events, having a clear understanding of your audience becomes even more crucial to your success. It enables you to create the right experience, present the right content, and connect them to the right individuals.
At DoubleDutch, we sell to marketing and event folks. This means anytime we plan an event — whether it's an intimate roundtable or full day conference track — we take our own experiences into account to really put ourselves in the shoes of our attendees.
We know all too well what it’s like to clean out your inbox, field calls from sales reps, sit in a dimly lit conference center, and work from an office 36,000ft in the sky as you leave your friends and family back home to attend an event for a few days. Because of that, we also know we have to deliver world-class content, take our audience somewhere they’ve never been, and excite them with an experience that will stay with them for a lifetime.
But, that experience goes well beyond the venue we select, the food we offer, and the people onstage...
Given we're a software company at our core, we're constantly exploring new ways to excite and delight our audience through the use of technology at our events as well. We do this, naturally, through our own Live Engagement Platform to not just generate a new level of audience engagement, but to source massive amounts of behavioral data to better understand the people we market to.
The live engagement created in our application gives us rich, new insights into our audience and empowers us to deliver highly tailored, targeted messages to everyone who attends our events and better inform our overall business strategy.
This new type of data lets us know what content is resonating with our audience, and what is falling flat so we can make informed adjustments to our strategy as we go. It also empowers us to create a highly personalized experience where we can send targeted content based on an attendee's expressed interests at our live events.
On a deeper level, the more attendees engage within the application the more our software learns about them. Through this machine learning, our event application is then able to make personalized recommendations to each attendee like sessions to attend and like-minded people to connect with.
Through this kind of deep understanding of our audience we are able to create a highly tailored, personalized experience with our brand that builds the kind of loyalty and advocacy we need to be a category king.