1 Strategies For Attracting & Growing The Right Audience
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1
Strategies For Attracting &
Growing The Right Audience
About You
2
1. Bucket participant types
by attendance
justification.
2. Consider approaches to
identifying top segments.
3. Discuss how experience
design can improve
relevance for attraction
and loyalty.
Shotgun Approach
All things to all
people
Laser approach
Highly amplified
Coherent focused beam
• What audience groups do you
segment and market differently
to today?
9
1. Bucket participant types
by attendance
justification.
Attendance Loyalty
12
Not all registrants created equally
• Feel obligated to attend
• Tattoo on the arm
• Measure success not in years, but in # of badge ribbons.
• Board members, retired/life members, committee participants, chapter leaders
• Justification story is based on volunteerism, passion and status.
The Lifers
• Commonly found at meetings where speakers, speak to speakers.
• Academics seeking points for tenure or being published.
• Meeting often has posters as consolation prize.
• Their ticket to the meeting.
• Exhibitors and sponsors view them as influencers.
The Professors
• Primary goal is thought leadership.
• Sometimes guilty of doing a sales pitch.
• May consider upping their ante after getting on the program.
• Big play for consultants and freelancers.
The Content Marketers
• AKA companies that should exhibit
• Interested in networking & BizDev
The Ambushers
• Get ‘em when they’re young
• Students, Residents, etc.
• Exhibitors don’t value
• Low contribution margin
The Rookies
• Expo floor only
• Low investment
• Aisle density
• Good candidates for nurturing & upselling
The Window Shoppers
• True buyers of your networking & education experience
• Rarely attracted by CEU’s
• Segment here and design education to attract them
• Others will follow
Investor Participants
• What are possible obstacles
for a segmentation approach
with your annual conference?
20
2. Consider approaches to
identifying top segments.
22
Customer or Attendance Centricity
strategic advantage.
Focusing on the right customer for
Budget Maker vs. Spender
Identify Channels of Influence
Future Leaders - Sustainability
3. Discuss how experience
design can improve
relevance for attraction
and loyalty.
People will pay for content if it is so unique
they can’t get it anywhere else, so fast they
benefit from getting it before anyone else,
or so related to their tribe that paying for it
brings them closer to other people.
Seth Godin
Message Map
Design meeting environments that support the latest in brain science around Andragogy, the art & science of Adult Learning. Director of Learning Experiences to lead the charge. 33
“The art of communicating with
your customers and prospects
without selling.”
Content Marketing Institute
VIP EXPERIENCE – INVITE ONLY VIP EXPERIENCE
*INVITATION ONLY*
Promotion Focus Prevention Focus
Are one of these Mindsets more dominant?
Marketing messages that resonate are polar opposite.
*Source – Columbia University Motivation Science Center
Approach Pleasure
Avoid Pain
Prevention vs. Promotion
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What other experience design
and attraction strategies work
for you?
Others will follow
Attract the right fish…
• Flickr.com
• blog.jerodsandto.net
• www.businesscapturemastery.com
• www.chiefmarketer.com
• Totalmarketexposure.com
• gigaom.com
• empowernetwork.com
• francisgouillart.com
• Marketcopywriterblog.com
• suescaletta.com
• cflaeaglesnets.com
• Picasa. web.google.com
• Commons.wikimedia.com
• www.home-designing.com
• Mayabankovic.wordpress.com
• Blogs.mprnews.org
• www.aiard.org
• Darnwallpapers.com
• Sewanee
• Evomag.com
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