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Understanding, Attracting, and Retaining Audiences: The Power of the Brand Experience

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David Gauthreaux

David Gauthreaux

Executive Vice President, Global Sales

FreemanXP

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Your best bet to stay ahead of changing demographics

In the ongoing competition to attract and connect with audiences, marketers today are facing stiff competition from an unexpected source: technology.

Technology has transformed the way brands and attendees interact. Managed poorly, technology can consume attendees’ attention completely and drown out any attempts at brand messaging. After all, studies show that the average person now spends more time on their phone or laptop than they do sleeping

And yet managed well, technology can become a marketer’s biggest ally

Thanks to technology, the field for all marketers is changing mid-game. Those who struggle to stay on pace with this new reality risk relying on outdated tools to connect with attendees who have already left them behind. Stay plugged into your target audience by understanding who they are, what they need, and how they communicate. Only then will you be positioned to attract and retain the best of the best.

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Understanding your audience

Without defining a target audience for your events, you’re flying blind. Who are your ideal attendees? How do they prefer to send and receive information? How do they connect with thought leadership in the community? What will attract them to your event, what will retain them, and why?

Dive deeper into your target audience with three steps:

1.     Review your business objectives and marketing initiatives. Are they aligned? If not, refine your approach.

2.     Define and prioritize your audience. Start with data you can accumulate through social media, surveys, and observation, and use that data to fine-tune your focus.

3.     Identify audience subgroups. Chunk the larger group into subgroups differentiated by unique challenges, interests, and opportunities.

Attracting your audience

Now that you’ve identified your target audience, draw them in and entice them to participate. How? By using your data to create an immersive brand experience that addresses attendees’ challenges and meets their needs.

During this process, you’ll:

  • Establish objectives. Ensure the messages you create are clear, concise, and effective for each audience segment.
  • Develop a robust communication plan. Reach out to each audience segment in the way they prefer. Look across marketing tactics to find the right fit for the right audience so that you can give them the right message at the right time.
  • Make sure it's personal. We’ve all had our names mispronounced or misspelled. Demonstrate your attention to detail by speaking their language and showing you understand what’s important to them.
  • Leverage data. Analyze past marketing materials and campaigns. What worked? What can be made better?

Retaining your audience

The attendee experience shouldn’t end when your last attendee leaves. Leverage social media activity to engage in year-round conversations.

Doing so will give you an incredible opportunity to:

  • Improve future decisions by analyzing quantitative and qualitative data.
  • Enhance future programming by listening to feedback and social media chatter.
  • Provide unique offerings that make it worth attendees’ time, money, and effort to engage.

Harnessing the power of the brand experience

In a technology-driven world in which you’re competing for your attendees’ attention, success relies on understanding, attracting, and retaining your audience. By gaining insight into the unique challenges, needs, and goals of your target audience now, you’re positioned to create must-attend events that enhance and expand truly amazing brand experiences.

To learn more, download our new white paper, “Tomorrow, Today: The Future of Brand Experience."

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