If you are the event organizer, probably the most important indicator of performance for you is the number of sold tickets for training courses or conferences. At the same time, you would like your offer to be tailored to the widest possible group of potential customers. Unfortunately, there isn’t one good training course for everyone, so to effectively sell them, you should focus your marketing actions on a specific target group of clients. In this way, you maximize the sales opportunities.
Remember that your target group can consist of people or organizations. If you organize training courses for companies, you can use the following criteria when defining a group:
- business profile
- number of employees
- annual revenues
For example, if you organize training courses or workshops for companies (open or close registration) in the field of Human Resources, you can define your target group using the following criteria:
- number of employees: > 100
- annual revenues: > EUR 1,000,000
- location: 200-300 km from your office
If you organize open workshops or seminars (open registration), you can follow other factors that characterize your target group. For example, advanced training in online software development is probably best addressed to men aged 30-45, working in the IT industry, interested in programming and software, etc.
Examples of selection criteria
In order to precisely select the target group, you can use various criteria. Most often these are geographical, demographic, psychographic or behavioral criteria.
Geographical criteria: region (specific country, province, city, etc.), size of the city (e.g.> 100,000 inhabitants), distance (eg from the company’s headquarters).
Demographic criteria: age, sex, income, education, occupation, nationality.
Psychographic criteria: lifestyle, personality profile, beliefs.
Behavioral criteria: characteristics of the service (attractive for the participant, eg vegetarians will be more interested in the subject of healthy eating than fast-food visitors), status (information on whether the person uses training), frequency (eg going to concerts), attitude (positive or hostile attitude to the subject).
If you will be directing your activities to a well-defined target group, you will reduce the risk of missing marketing campaigns. You simply will not try to sell your services to someone who does not need them. You will focus on those who are likely to be interested in your offer. And this is the main factor of success.