Home' micenet eMag : micenet August 2017 Contents EVENT CONTENT | PETA MOORE
t’s not a trick question. As event
managers, I don’t think we ask this
question of ourselves often enough. Let’s
face it, with the countless number of
podcasts, blogs, webinars, YouTube videos
and magazine articles available on any given
topic, it is reasonable to wonder why
someone would give up their time and
money to attend a conference these days?
I have previously talked about the success
of an event being dependent on the content
first and then the delivery. Many conference
and event managers believe they know their
audience inside out, especially if they have
been delivering the same event for a number
of years. That might be true, however, how
well do they really understand them and their
Across all communication channels,
research clearly indicates that those who
understand their audience are more successful
in achieving their project or campaign
objectives. Looking at your event through your
audience’s eyes from the very beginning of the
planning stages will set you on the path to
producing an event with greater engagement,
more lasting impact and concrete results.
In my opinion, creating a comprehensive
audience profile is a must when planning any
event or conference. This process will allow
you to clearly articulate important audience
insights which will enable you to have a clear
picture of who they are, what challenges they
Nectar Creative Communications’ Peta Moore says
successful events come about by knowing your audience.
WHO ARE YOU
face, what they are looking for and why they would be drawn to your event in the first place.
To build your audience profile, start with the demographics to outline your target audience. This
list could include the market segment/s, role or position, age, gender, average earning, education
level and any other characteristics of your audience members that is relevant to your event.
However, to gain a deeper insight into your audience you should ask some more probing
questions. This exercise is best done with your team and client (if appropriate); have some fun
brainstorming while you get to know your audience in their everyday life. Grab some pens and post-
it notes, write down as many ideas as you can but be as specific as possible with your answers.
To help you get started, put yourself in your audience’s shoes and then ask the following:
1 What do I see and say every day? Where do I work, study, play - what is the
environment and who are my key contacts? What is my public persona; what do I say
matters to me? Do I influence others? How do I behave in front of others?
2 What do I hear and think? What are my friends and family saying; what are my work
colleagues talking about? How am I influenced? What do I really think and feel? What are
my aspirations, how am I moved?
3 What frustrates me? What is stopping me reaching my goals? What are the biggest
risks I have to face each day? What are my main concerns?
4 What motivates me? How do I measure success - both personally and professionally?
What do I need to achieve and how do I get there?
Completing this empathy map will highlight what your audience ‘needs’, and therefore define your
specific event challenge. What problem/s is your event going to solve for your audience? With these
needs identified, you have an insight into your audience that, combined with your event objectives,
is a strong platform to building the most compelling content for your conference or event program.
Remember, audiences are real people. Knowledge and networking are often quoted as the
main reasons for attending a conference, however the entire conference experience must be
enjoyable and relevant to be worth attending.
Relevance is the vital connection between what you (or your client) wants to say and what your
audience is interested in hearing; it’s the link between what you want them to experience, and
what they would find enjoyable and worthwhile. To know your audience is to have relevance.
So before you start planning your next conference or event, I challenge you to ask yourself -
“who am I really talking to?” m
Learn more about Peta Moore and Nectar Creative Communications at www.nectarcc.com.au.
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