WE CREATED THE EVENT PLANNER’S COOKBOOK TO HELP EVENT ORGANISERS BUILD STRONGER FOUNDATIONS FOR THEIR EVENTS. THE KEY TO EVENT PLANNING SUCCESS IS IN THE PREPARATION. THIS COOKBOOK WILL PROVIDE YOU WITH THE RECIPE AND THE INGREDIENTS THAT YOU NEED IN ORDER TO PREPARE FOR YOUR EVENT.
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This is the continuation of our PREVIOUS BLOG
AUDIENCE AND COMPETITOR RESEARCH
Market research is one of the areas that is often neglected or overlooked. Most people conduct their market research around the question: Is there a need or marketfor my event? Although this is a fundamental question that needs to be addressed, there are two major areas that need to be analysed in terms of
- Audience Research
- Competitor Research
!!! YOUR AUDIENCE RESEARCH SHOULD GO BEYOND THE GENERAL INFORMATION SUCH AS GENDER, AGE, AND PROFESSION !!!
Delve deeper by identifying how your target audience spent their time; if they have an online presence, check to see if there are appropriate Facebook pages, LinkedIn groups, twitter feeds, or forums that they subscribe to. Use surveys and engage with your potential audience prior to your event in order to achieve more information such as their likes, dislikes, customs, and spending habits. You can enhance the participant experience by using surveys and engaging with your audience prior to your event in order to ascertain what your audience expect and what they would like to obtain from your event. You can utilise the information that you collect to create a persona for your ideal attendee. Your attendee persona is vital when creating content, product/service development, boosting ticket sales, or raising donations.
!!! CONDUCTING YOUR AUDIENCE RESEARCH IN ADVANCE WILL SAVE YOU TIME AND RESOURCES BY HELPING YOU TO RUN A TARGETED MARKETING CAMPAIGN AND BOOSTING YOUR EVENT ATTENDANCE !!!
Find the appropriate ingredients Audience/Personas template
When you have familiarised yourself with your target audience, it is vital that you check out your competition and what they offer. Knowing your competition can set your event apart and give you the upper hand by providing potential attendees with a point of difference, your unique selling point. It is advisable that you attend one of your competitor’s events when conducting your research so that you can analyse their programme, attendee profiles, and any other services that they provide at their event. Find out how your competitor promotes their event and obtain contact details of any partners or sponsors. Remember to compile a detailed report of all your findings as this will be extremely useful when completing your marketing and promotion plan.
Find the appropriate ingredients Competitor Research template
One of the fundamental steps in planning a successful event is recognising your STRENGTHS, WEAKNESSES, OPPORTUNITIES, and THREATS. You should use your SWOT analysis to identify positive and negative factors affecting your event’s objectives, such as: your level of expertise, your marketing and promotion techniques, your event budget etc…
You should also include any external attributes that will have an impact on achieving your event’s objectives, for example: local or government support, the use of an external event and participant management system, poor weather etc…
Although completing a SWOT analysis may seem like a tedious task, it works extremely well in identifying your strengths and key areas for improvement. The exercise will also help you to achieve your goals by exploiting opportunities and minimising the impact of your weaknesses and threats.
!!! REMEMBER TO REFER TO YOUR COMPETITOR RESEARCH WHEN COMPLETING YOUR SWAT ANALYSIS !!!
Find the appropriate ingredients SWOT Analysis template
In our next blog we will tell about CREATE A MARKETING PLAN & TRACK, MEASURE, REPORT & OPTIMISE.The full cookbook will be available online soon. Stay tuned.