Competition is fierce within the event industry. The number of entertainment possibilities is endless: ranging from football games, museum exhibitions and theatre plays to meetups, social media and Netflix. All this puts a lot of pressure on marketing and sales. In fact, less than one-quarter of businesses are happy with their conversion rate.
A key factor in keeping conversion rates high, and an area many businesses lack an understanding of, is the personalities and attributes of event attendees. Yes, it is true that a good marketer usually knows the superficial demographic data of their audience and has a rough idea of who they are, but few people are able to truly understand their attendees on a deeper, personal level. This makes it hard to communicate, connect and build relationships with event participants. In order to solve this issue, successful event organisers are increasingly turning to psychographic segmentation. Read More