{"id":23725,"date":"2020-02-21T16:05:21","date_gmt":"2020-02-22T00:05:21","guid":{"rendered":"https:\/\/www.nimble.com\/blog\/?p=23725"},"modified":"2024-11-09T14:26:48","modified_gmt":"2024-11-09T22:26:48","slug":"audience-segmentation-tips","status":"publish","type":"post","link":"https:\/\/www.nimble.com\/blog\/audience-segmentation-tips\/","title":{"rendered":"Events and Audience Segmentation: Who Needs to Know What When?"},"content":{"rendered":"

Personalization is more than a marketing buzzword\u2014 it\u2019s widely accepted as best practice for business communication in today\u2019s economy. It is also expected by consumers due, in large part, to the growing availability of technology to accelerate and optimize customer service and client-vendor relationships.\u00a0<\/span><\/p>\n

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What does personalization mean and how do you do it? Here we\u2019ll explore the who and when of event messaging: how audience segmentation and personalized content will help you drive desired behaviors (like registration, engagement, and attendee feedback) while creating a great experience for the multiple groups impacted by your event.<\/span><\/p>\n

Audience segmentation defined<\/span><\/h2>\n

As articulated in a previous <\/span>post about email marketing trends<\/span><\/a>:<\/span><\/p>\n

\u201cSegmentation is an email marketing strategy that means <\/span><\/i>splitting the whole list of subscribers into smaller groups according to their distinguishing features and similarities<\/i><\/b>. Segmentation has proven to boost email marketing campaigns significantly: according to research, segmented email marketing campaigns have increased revenue by 760%.\u201d<\/span><\/i><\/p>\n

In context, this means <\/span>your approach to communication and messaging should vary depending on your audience<\/b> segments. Segmentation can get quite granular, especially if you\u2019re segmenting based on behavior or shared interests. For the sake of brevity and concision, we will focus on three primary segments and the most easily identifiable ones for registered participants of your event: attendees, partners or sponsors, and speakers.\u00a0<\/span><\/p>\n

Each of these audiences will need to know information unique to them leading up to your event, during their time-on-site, and after the event.\u00a0<\/span><\/p>\n

6+ months before the event: aspirational messaging<\/span><\/h2>\n

The most successful event planners will agree it\u2019s never too soon to think about <\/span>marketing your next event<\/span><\/a>. Much of that planning begins when your most recent event concludes. <\/span>
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How can you tap into the momentum of your last event, even as it\u2019s wrapping up, in a way that helps set the tone for your next? Before you can answer that question, you must first <\/span>think about your audience and the various segments it\u2019s comprised of<\/span><\/a>. Each of these segments, just as they collectively get value from your event, can benefit from having the right event information at just the right time.\u00a0<\/span><\/p>\n

If you dive deeply into your audiences, their needs, and their motivations, figuring out what messages to land will be far less challenging for you and your teams. <\/span>Think of the event experience as a journey<\/b>: it starts with your audience\u2019s very first introduction to the event, which likely is the marketing messaging you share to drive demand and registration for your event months, to a year, in advance.<\/span><\/p>\n

Prospective attendees<\/span><\/h3>\n

You\u2019ll want to communicate the following four key details to prospective attendees as soon as they are locked in. These core pieces of information will help you set the tone for your upcoming event and start building demand for it:<\/span><\/p>\n