If you want to acquire a new customer for your company, it would be a natural step to have the decision maker of that company join a meeting with you, right? Would it be a wise decision to invite 50 to 100 other (random) people to the same meeting?
The more the merrier? On the surface it seems like quite a reasonable assumption. The more attendees you have, the more popular your event will be, and the more you will benefit, right?
STOP. And think again.
What you really want is to move, touch, and engage your attendees. You do not want a superficial encounter with them - instead you want to establish and maintain lasting relationships. You want them to be part of your loyal customer base, right?
So what you want to do is...
The first key to success in converting your attendees to loyal customers is making them feel valued and special. They are spending time, money, and engagement on you - so of course they expect an event tailored to their needs.
And if you invite everyone, how can you tailor anything? Treating potential customers as cattle will seriously limit your chances for success.
Facing a random crowd you will have an extremely difficult time moving them. How do you identify and target those people in the crowd, who are actually searching for a solution like yours? Being too generic you captivate nobody, being too specific you risk alienating people...
If your event is too generic, so will your audience be. Relevance is gone, and so are the results you set out for.
Start by narrowing in on your target group for the event. Be specific. Be picky. It could be title, role, industry, market, segment, companies in a specific situation - or something else.
Define what a potential customer in this target group is dying to know more about? What are their needs? What is their problem? And how can you help them?
Then think of how you would plan a 1:1 meeting with such a customer. How would you approach such a meeting? How would you address such a customer’s questions, concerns, and so on?
There it is.
This is the framework for your event.
And please, do not try to get everybody to join the event or webinar. Be true to your objective. You don’t want to dilute your own event.
(And if you are good at it, you will probably learn that it is much easier to attract the right people, when you are picky).
Here's a real-life example of a webinar found on LinkedIn: “Focus on digital transformation”.
Imagine they had designed it with a specific customer in mind: “Three burning issues CTOs within the Food Service Industry need to address to manage digital transformation”.
You see the point?
This article is one out of many covering a "New take on events" - phase 1 of our pioneering event journey, giving you the right outset for creating better events.
Creating your event personas with in-depth descriptions of their personal background, beliefs, and challenges will help you to map out more easily (1) who you want to target with your event, (2) how you will reach them, and (3) how to set up the right event - serving both you AND your attendees.
Table of contents