Audience Analysis: Knowing Your Attendees

1. Audience Analysis: Knowing Your Attendees

2. On the agenda today: • Defining consumer behavior • Sensory marketing • Demographics vs. Psychographics • Meeting consumer needs • Why understanding your audience is so important to event planning • Understanding Your Audience Activity

3. Consumer Behavior “The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires” (Solomon, 2008) Solomon, M. R. (2008). Consumer behavior: Buying, having, and being. Pearson Prentice Hall: Upper Saddle Rive, NJ

4. Sensory Marketing • Using senses of sight, sound, smell, taste and texture to appeal to your audience

5. Demographics vs. Psychographics • Demographics: age, gender, income, occupation WHO the consumer is. • Psychographics: lifestyle and personality (religion, attitudes, opinions, where they shop) WHY the customer does what they do.

6. Age • Age cohort-people of similar age who have similar experiences. • Gen Y • Generation Next • Generation X • Baby Boomers

7. Demographics • Sex- biologically male or female • Gender- social differences • Gender is defined by the culture in which someone lives

8. Psychographics

9. Meet the Needs of Your Audience • As planners, we can use Maslow’s Hierarchy of Needs to market to our potential attendees, as well as meet their needs onsite.

10. Why is this important? • You must understand your audience in order to: • Know what will motivate them to attend by creating anticipation. • Create an atmosphere that appeals to the target audience. • Use appropriate arrival signage and greet and thank guests appropriately. • Select food which meets specific dietary needs or tastes in order to meet their appetite. • Create memorable activities and content which will interest the attendees. • Provide amenities and takeaway items the attendees will use to help further the organization’s brand. And how do you find all of this out? ASK!

11. Activity Break!

12. Understanding Your Audience Activity Answer the below questions about your presumed audience and the event you would plan to help the company integrate this campaign with a live event. • List at least 3 presumed demographic characteristics • List at least 3 presumed psychographic characteristics • What is the goal of the ad and the integrated event? (you don’t have to quantify this goal) • What would be the best way to reach your audience? (Internet ads, email, social media, print?) • Where (city/state) would you plan this event? (Miami, Las Vegas, Branson, Salt Lake City, Dallas?) • Describe some general atmosphere elements you would use? • What type of activities might you plan to support the ad and meet the audience needs? • What takeaway item(s) would you provide?

13. Example:

14. Questions to Answer: • List at least 3 presumed demographic characteristics • List at least 3 presumed psychographic characteristics • What is the goal of the ad and the integrated event? (you don’t have to quantify this goal) • What would be the best way to reach your audience? (Internet ads, email, social media, print?) • Where (city/state) would you plan this event? (Miami, Las Vegas, Branson, Salt Lake City, Dallas?) • Describe some general atmosphere elements you would use? • What type of activities might you plan to support the ad and meet the audience needs? • What takeaway item(s) would you provide?

15. Special Guest: Next Tuesday

16. Your weekly assignment Assignment #3 due Thursday, September 12th.