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« Event Marketing Idea: Leveraging Your Voicemail | Main | Event Marketing Idea: Blocking Your Tickets »

Event Marketing: Ask Your Patrons What They Want

When is the last time you asked your target market for feedback or input on your event? It is very easy to assume you know the needs and desires of your target market.  The dilemma of assuming what a target market's needs and desires are, plagues the business world daily. It's the classic "I know what they want!" Businesses then proceed to spend a ton of money and time developing the perfect product or service that nobody needs or cares about.  Unfortunately the same dilemma carries over into the event world. Event organizers build events that don’t match up with the expectations or desires of their target market. If you can meet your target market’s needs and desires you’re much more likely to be successful with your event.  Put simply, would you rather go to an event that interests you or an event that holds no interest for you? One of the easiest ways to meet your target market's wants and desires is by asking them simple questions.

A Real Life Feedback Example
The example that follows isn't directly from the event marketing world, but the same idea could be applied to almost any event.

A few days ago a friend of mine conducted a very interesting feedback experiment. My friend’s company sells unique t-shirts.  On a whim he decided to post a short two minute video to his web site.  The purpose of the video was to request questions from his target market relating to his business and products.  After the video was posted online, he emailed all the people on his email list. The response to the video was tremendous.  Hundreds of people viewed the video and then submitted a bunch of great questions and comments.  My friend is now going to use the feedback to help him develop products that are very focused on the customer. It also help him drive home the biggest sales month he's ever had in his business.

Stick with Simple
You don’t have to do something as elaborate as a video post to engage your target market.  Email is a super efficient and inexpensive way to collect feedback. Send an email and ask a few very simple questions that help you better understand your target market’s wants and desires.  It could be as straightforward as “What do you want to see at the event?” You’ll be amazed at what you can learn when you ask questions. Ideas you might never have thought of manifest themselves with great audience feedback. Another great thing about asking for feedback on your event is that it builds a tremendous amount of trust and credibility with your target market.   

After Your Event
After you event is over think about sending a follow up survey. Find out what attendees liked and disliked. You could use the data you collect for planning future events.

If you want a super successful event ask your target market what they want and then do your best to deliver it to them.  It all starts with a question. If you can focus primarily your target market's needs, you'll have a much easier time reaching your event goals, guaranteed!

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