Like any Marketing Exercise there will be a Target Market for your Corporate Event.
As a Corporate Event Organiser you would need to do some research on your Target Market and do all you can to align your Corporate Event to their needs.
What Is Your Corporate Event Target Market?
The Hungry Plaice • August 9, 2020
How Knowing your Target Market can help you achieve your Corporate Event Objectives.
• Your Corporate Event Objectives and Your Target Market
Ultimately your Corporate Event Objectives will be met by fulfilling the needs of your Target Market, you might be bringing together your staff for training and when everyone has been successfully trained the objectives has been met.
Your Corporate Event may be a Product Launch and you are looking to increase awareness within the marketplace and generate sales leads.
These objectives will be in line with your attendees and thus your Target Market and the individuals you will be working get to your Corporate Event and achieve your goals.
• Know Your Target Market For Your Corporate Event
Your Target Market is critical to the success of your Corporate Event and getting this right from the outset will improve the chances of success for your Event.
There are three categories which your attendees will fall into and the way the Event is designed will differ depending on who these are.
• Business to Business Corporate Events
Should your Business provide a Product or Service to other businesses your target market will be Business to Business.
Your Corporate Event could be showcasing your product lines to past, current, or potential future clients. In this case your Corporate Event would be geared towards selling your business to these clients in the best way possible, your objectives may be to increase your Sales figures by 10% on your Event day.
Your Corporate Event may be an Industry Awards Dinner that you are sponsoring and you are inviting Competitors who operate within your Industry to attend, your objectives may be to increase your standing within your Industry.
The way you would put together your Corporate Event should be geared towards these businesses, you will have to encourage companies to allow for their staff to attend your event who may have to incur cost for this to happen so there must be something that they will gain from this, are you going to give them a good deal on equipment purchases for example or are they going to gain discounts on future deals with you.
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• Business to Consumer/Public Corporate Events
A common type of Corporate Event is where the Business is targeting the General Public or Consumers in the marketplace.
This is true of product launches where stands are setup on the streets in Town Centres for people to taste test food and drink.
There could be Open Days for large Utility Companies who invite members of the public onsite to see how they carry out their business activities and give them an insight into their Industry.
• Business to Employee/Staff Corporate Events
The last type of Corporate Event is where the Business is aiming to target their own employees and staff, this may be covering a single site or a few sites depending on how large the Corporation is.
These Corporate Events would be internally marketed and the challenge here is to try and find ways of encouraging their staff members to attend their event.
• Identifying Demographics of your Attendees
Once the type of attendee type has been established it would be useful to build a profile of those who will be attending the Corporate Event this can be done by looking at Demographics as you would in any Marketing Campaign.
This is certainly true of the general public who you may find it useful to identify an age range in line with your Product or Service, whether your Corporate Event will target men or women or a mixture of both. You might be looking for people that live in certain areas with a particular level of income or with a level of disposable income.
Similar work could be undertaken when applying this to Businesses, you may be wishing to target certain sized businesses finding specific personnel in certain roles who have decision making powers to purchase your product or service.
• How to Find Your Target Market
Once you know who your Target Market is you should decide how you will go about encouraging these people to attend your Corporate Event.
If you are targeting members of the Public will you be relying on the footfall in a Town Centre or inviting people to attend.
Should your Corporate Event be one targeting your customers, look at your client databases and ask for recommendations for attendees at similar events that were held previously either in your own business or that held within somewhere else.
• How To Target Your Attendees?
As you identify your Target Market you should be thinking about how you will be targeting these individuals and what methods you can use, you should also give consideration to how you will sign them up and encourage them to attend.
If you are organising an Internal Corporate Event for your Staff this could be communicated using Posters put up around the workplace or Group Emails send to relevant personnel. As these are employees there may be a reluctance to attend if this is out of hours for example so there must be an incentive given to make sure you get the largest attendance possible.
When you are dealing with the Public you would need to drum up interest by launching a Marketing Campaign on a larger scale than that needed of an internal event, perhaps you may use Social Media and target to your existing Customer Base using a variety of Marketing methods such as Direct Marketing by email or a Public campaign. Incentives here could include free tickets and discount codes, prize giveaways, raffles and gift bags given to those who attend.
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