Marketing for different events: segmenting the audience

Marketing for different events is important. A useful step is to divide the audience into different groups. In fact, relevant ads create positive brand associations 35% more often.

You can segment your audience based on common traits, such as location or interests. This helps you focus your efforts where they will have the most impact and even create personalized marketing campaigns to appeal to different interests.

Tips for segmenting your audience

• Remarket to interested potential customers
• Building loyalty programs
• Send event updates
• Customize your content
• Create targeted deals and discounts
• Marketing channel audience segmentation strategies

What is audience segmentation and its role in marketing for different events?

Audience segmentation divides people into groups based on what they like or what they do, so that marketing communication best matches their interests. It’s a way to create more precise and targeted marketing messages.

There are many types of hashing which we will discuss later. But, in general, these fall into categories like behavioral segmentation (people who have done something like attended a previous event) and demographic segmentation (the ages of your audience).

How segmentation can be used to enhance marketing performance

Analyze the data and determine which segments are most valuable to you. These may be VIP ticket buyers, repeat attendees, or attendees who are in the sponsors’ target audience. Next, create custom lists for each segment in your CRM or email marketing system.

Types of Audience Segmentation

To get started, here’s a list of important audience segments for event organizers. How you segment your audience can depend on the types of events you plan to organize. Here are some ideas for segmenting your audience, with examples of successful creators who have segmented their audience this way.

List of audience types

Segmentation based on interests

Interest-based segmentation categorizes your audience based on their hobbies and preferences. This method is effective as it allows marketing to be designed to perfectly match the diverse interests of the audience. An event that includes part of your customers’ interest will represent an unforgettable experience. They can identify those segments by looking at the types of events past attendees have gone to, not just lumping past attendees into one category.

Division based on function

Industry segmentation involves classifying your audience by their professional field or industry interests. This method is particularly effective as events and their marketing content can be tailored to meet the interests of professionals in the different fields they are attracted to.

Segmentation of event page views

Segmentation based on event page views involves segmenting your audience based on their interactions with your event page. This strategy is especially effective for organizations that host recurring events and can benefit from retargeting visitors.

For organizers with a busy event calendar, this approach ensures interested individuals will re-engage, increasing the likelihood of page views converting to actual event attendance. For this reason, 77% of B2B sales and marketing professionals believe that personalization leads to better sales and growth.

Advance attendance

Segmenting your audience based on past attendance is a powerful audience segmentation strategy for organizers with annual or recurring events. This method will allow them to identify attendees who have previously shown interest in their events and may be inclined to participate again.

By analyzing past attendance records, communications, and promotions can be designed, offering early bird tickets, exclusive access, or personal updates about what’s new or different this year. This targeted approach creates a feeling of loyalty among previous attendees, which increases the chances of them returning, as they feel recognized and appreciated by the creator.

Segmentation by place of residence

Geographic segmentation involves segmenting your audience based on where they live or where they’re from. This will be especially useful for event organizers as they can tailor their events and marketing efforts to suit local audiences or target visitors from specific regions.

Registered attendees

Focusing on registered attendees allows event organizers to connect directly with those who have already shown interest in their events. Leveraging registered attendees’ information for upcoming events can be a powerful tool.

This segment includes individuals who have registered for an upcoming event but have not necessarily attended in the past. It’s a unique opportunity to engage, inform, and excite them in the lead-up to the event.

Through targeted emails, social media updates, or exclusive previews, you can improve the event experience for registered attendees, increase anticipation, and even encourage word-of-mouth promotion. Engaging registered attendees can increase satisfaction rates and build a loyal community around your brand.