As the registrant list grows for your upcoming event, how much do you really know about who's signing up?
Segmenting your event lists may sound like a lot of additional work on your part, but if you think ahead and follow the below steps you should be able to start segmenting today.
Why Does Segmentation Matter?
Segmentation helps marketers reach their customers more effectively. When you segment your contact list, you can personalize your outreach with custom content and messaging that resonates with them. Why is this important in the first place? Consider these statistics:
- 79% of marketers who say they've exceeded their revenue goals are using personalization, compared with 31% of marketers who meet their revenue goals and 8% who fall short of their revenue goals. (Source: Monetate 2017)
- Around half of marketing influencers identify email segmentation as the most effective way to introduce personalization in email marketing. (Source: Ascend2 2016)
- Almost half (46%) of B2B customers identify personalized offers as very relevant and influential in their decisions to do more business with a company. (Source: Gartner 2014)
Personalized marketing makes a difference and can help you improve attendee experiences before, during and after your events.
Let's dive into how you can learn more about your audience, and what data you should be collecting.
Learn About Your Registrants and Attendees
You may be wondering: what things might be good to know about your attendee personas? Ideally, you should be collecting data as registrants enroll or sign up for your event. What data should you collect?
Collecting this information can be done in a variety of ways, consider the following:
- Include pre-registration form fields to collect basic information about the attendee and their company
- Send a post-registration survey to learn more about what attendees are hoping to get out of your event
- Start data collection about past attendees that may help to make decisions about your current events
- Assess past polling from your event app to discover what attendees loved, or didn't love, about your events
- Analyze past attendee engagement metrics from your event app to see what content resonated the most
Of course, it's not just demographics and psychographics that help with attendee segmentation. There are also firmographic data that can be analyzed. While demographics help you understand people and individuals, firmographics give you similar insight, but for companies. Firmographics are the data you gather about companies and employers represented at your event. This is important because it's not enough to know that 30-something-age marketing directors buy tickets. It's better to also know that these folks are marketing directors at privately-held, mid-sized companies with revenues of $50 million to $100 million per year.
Here are some important data points to understand about your registrants and attendees:
Type: Group or individual registrant
Status: New or returning attendee
Goals of attending your event
Topics most interested in
Engage with Registrants and Attendees Before and After an Event
Now, let's talk about engagement. Building enthusiasm and support for your events can help your organization encourage attendee participation so that when the event hits, you have a lot of very motivated evangelists for your brand.
Here are a few ideas:
- Use segmentation to personalize outreach pre, during, and post-event. You can personalize notifications and interactions so you're engaging in ways that get attendees excited.
- Provide a platform for questions. Give your participants a chance to ask and vote on the questions that matter the most to them with Q&A features.
- Develop personalized content: Now that you know who your participants are, why not take advantage of this by putting together online and offline events and webinars specifically for a certain segment.
- Update your CRM: Give your team the information they need to connect with your audience.
Segmentation: A Key to Successful Event Marketing
Now that you're gathering more data and starting to interpret it in meaningful ways, you can start to define what your typical event personas are. Segmenting your event registrants can help you to personalize for, engage with, and delight attendees at every stage of your event!
Ready to start segmenting your lists?