Streamlining audience acquisition for your event: Overcoming the funnel challenges
Whether it is product launch, a workshop, or industry conference, this is always one challenge where one would like to streamline audience acquisition. It's much like casting a line into the vast ocean— hoping for the right catch amidst countless distractions and competing baits.
In fact, 52% of the event planners mention that attracting an audience is their biggest challenge. Now before you jump to the conclusion it's an issue only for in-person or virtual events, let's dive deeper.
Many senior professionals have stopped attending live events due to tight schedules and travel fatigue and because there are 'alternatives' online. But virtual has its own challenge: 'webinar fatigue' has overwhelmed the attendees with the volume of online meetings within the past years. Obviously, the issue is more than just event formats.
Read ahead to find out the most significant challenges which might be knocking you off from your aims of audience acquisition, and ultimately some essential advice that will help you find the most appropriate attendees for your event.
Challenges with streamlining audience acquisition for your events
1. Defining the right audience segments
The secret of a successful target audience is recognizing the right audience. This is a step that most organizations get wrong since they usually try to draw in many people, and their events end up attracting attendees who have no interest in what the event intended to accomplish.
Solutions to the Problem:
Ø Study the demographics, interests, and behaviors of your target audience.
Ø Develop an in-depth buyer persona based on your studies.
Ø If you have used to hold events in the past, use those insights from the attendees as a way of refining your targeting strategy.
2. Ensuring a Strong Pull Factor
Your event needs to have a strong pull factor-something that actually draws people to it. Whether new perspectives on the topic, star headliners or virtually unbeatable industry insights, or unparalleled networking opportunities, attendees need to be given a strong reason to choose your event over others. A strong pull factor pretty much self-markets for the event.
Ø Identify what makes your event unique in selling.
Ø Book big-name industry experts or influencers as speakers.
Ø Highlight networking opportunities with industry leaders and peers.
Ø Testimonials or data from previous successful events
Audience acquisition needs to be multi-channel. The more channels you use, the better your chances of reaching that target audience.
Ø Outreach methods to use a different mix, like a mix of tele-calling, email, social media, SMS, WhatsApp, and digital ads.
Ø Collaborate with the influence of the industries to enhance credibility and reach.
Ø Monitor how each channel is performing and channel resources appropriately.
Ø Monitor and adjust your approach based on the engagement metrics.
4. Standing Out in a Crowded Market
The event industry is booming, with India's event market alone generating $3.3 billion in 2020, and the space expected to rise to over $6.7 billion by 2026. So, it cuts both ways; you have a fighting chance due to the sheer number of events, but that also means that there is a fighting chance for yours alone.
Ø Make marketing visuals attractive and appealing. For example, if you are running an AI Innovations event, then use futuristic visuals showcasing AI in actual applications.
Ø Highlight the unique benefits of participating in your event. Example: "Get the latest insights from thought leaders, live demos with industry experts, and see how AI can apply to your business."
Ø Address participants directly through every message. "As a digital transformation leader of [Company], registering for our AI meeting will ensure you don't miss the wagon."
Ø Create a time-sensitive appeal through limited offers or early-bird discounts. "Register by [Date] and take an early-bird discount of 20%."
5. Quality Database Maintenance
A real-time, up to date, and clean database is a pre-requisite to quality audience acquisition. With a proper quality database, you will be able to segment them so that you can communicate targeted information that really speaks to specific groups.
Best Practices Overcomes:
Ø Build a segmented database based on industry, role, and location to update regularly
Ø Consider outsourcing for audience acquisition with agencies that maintain of comprehensive databases like Channel Technologies
6. Reaching the Unresponsive Prospects
This can be quite frustrating if they do not demonstrate any interest, but with the right approach, you can win them over.
Ø Analyze engagement data that is provided by email opens, click-through rates, website visits and how there could be reasons for lack of interest.
Ø Try different messaging or offers. Just send them VIP access or exclusive one-on-one sessions.
Ø Give them relevant, valuable content - industry reports, eBooks, early access to event content in exchange for registering.
You may capture their attention in the beginning, but not necessarily at the end of the event. People register and do not attend or drop off mid-stream.
Ø Prepare them ahead of time for potential barriers around attending - flexible options for attendance or availability of content on demand.
Ø Utilize consistent communication through e-mail, text messages, or social media to keep the crowd aware and energized.
Ø Use the follow-up tactic that includes reminders and countdowns
Ø Satisfy the appetite of exclusive content
Ø Engage with the target crowd by distributing a poll or a quiz before the event
8. DIY vs. Hiring Professionals: What's Best for Audience Acquisition?
While it might appear more profitable to get the audience on your own, hiring a professional agency is often the way to go.
Ø Industry contacts: Agencies have already established relationships with influencers and will help tap into new audiences.
Ø Updated databases: Agencies usually have large, segmented databases that target the right demographics to get the right people to your advertising.
Ø Specialized teams: Dedicated teams manage different channels-telemarketing, digital marketing, email, and social media.
Ø Diverse experience: Professional agencies understand the unique trends and strategies for various industries.
Ø Creative expertise: They can create compelling marketing materials that will resonate with your target audience.
Ø Proven strategies: Agencies learn the best channels and techniques through their experience with successful cases.
Audiences need to be streamlined in ways that help deal with challenges at each stage of the funnel. From defining the right audience segments to personalized messaging and making multiple channel approaches, there are so many strategies you can use to attract your ideal attendees, keep the dead prospects engaged while preventing drop-off.
Hybrid events may be the ultimate novelty, however-putting you in touch with the best of both worlds. This way, you'll be able to connect with a wider audience in several ways. It means accommodating both those who have a preference for attending in person and those making a decision to participate virtually.
"Ready to streamline your audience acquisition and overcome funnel challenges? Our expert event management services ensure a seamless journey from awareness to conversion. Contact us today to elevate your event success!
