Nicole Buraglio's presentation at MTO Summit Chicago.

1. How to ‘Get to Know’
Your Audience
Building Target Personas
Nicole Buraglio
Monday, March 21, 2011

2. B2B Marketing – More
Challenging Than Ever
• Expectations higher
• Economy at its worst
• Substantial information
available
• Social media
• Increase in noise

3. How to Overcome
these Challenges?
KNOW YOUR
AUDIENCE

4. Follow a Strategic,
3-Phased Approach
• Phase 1: Profile Your Existing & Prospective
Attendee Target Markets
• Phase 2: Conduct Qualitative, Anecdotal
Research
• Phase 3: Craft Strategy,
Tactics & Metrics

5. Phase 1
PROFILE EXISTING/PROSPECTIVE
ATTENDEE TARGET MARKETS

6. Collect Pertinent Registration Data
• Ask 5 or 6 strategic, basic questions
• Include primary business classification
• Aim for single-choice answers
• Use consistent questions over time
• Relate questions to what you know about your
exhibitor audience
• Build database to store data

7. Create Solid Demographic Questions
• Involve the industry
– Top exhibitors
– Loyal attendees
– Advisory committees
– Associations
– Publications
• Focus on long-term
• Include growth areas

8. Survey for ‘Other’ Data
• Determine non-industry statistics
– Age
– Gender
– Personal preferences
• Establish technological inclinations/savvy
– Text- or html-based e-mails
– Texting
– Type of mobile device
– Internet connection

9. Go Gung-Ho On-Site
• Get in front of attendees
– Get on the show floor
– Comb the conference area
– Mingle at receptions
• Ask questions, make friends
• Interview (be sure to capture relevant
demographic info)
• Offer incentives to drive participation

10. Follow Up
• Survey in groups
– Exhibits attendees
– Conference attendees
– No-shows
– Loyal attendees
• Ask specific questions
• Limit open-ended questions

11. Phase 2
CONDUCT QUALITATIVE,
ANECDOTAL RESEARCH

12. Research Throughout the Year
• Create focus group(s)
– Include loyal and newbie attendees
– Change lineup regularly (e.g., every 2 years)
• Hold regularly scheduled conference calls
• Focus on specific topic each time
– Major factors affecting industry
– Potential new growth areas
• Hold comprehensive meeting on-site over
lunch/refreshments
• Involve germane staff in discussions

13. Don’t Ignore the Data!
• Establish top 4 or 5 primary business
classifications
• Identify top product interests
• Determine growth markets
• Analyze surveys against demographic
registration questions
• Cross-compare attendee data to exhibitor data

14. WHAT DOES THIS DATA
LOOK LIKE?

15. Ben Drawinglots
(past/potential future customer)
• 48-year-old male
• Chief Architect, High Rises, Etc.
• San Francisco, CA
• Has Android phone, iPad (3G), Dell
• Visits ESPN.com, CNN.com every morning
• Likes to write in spare time (might start a blog)
• Interested in apps that can help him with
customers while he’s “on the go”
• On Facebook (minimally), LinkedIn (almost daily)

16. Grace Mewithdata
(potential customer)
• Female
• Marketing Department
• Investment Firm
• Boston, MA
• Physical & E-Mail Address Available

17. Phase 3
CRAFT STRATEGY,
TACTICS & METRICS

18. Write Your Marketing Plan
• Event overview
• Target markets
• New opportunities
• Budget summary
• Strategies
• Tactics
• Communication vehicles,
timing, frequency
• Goals
• Dependencies
• Risks

19. Create Your Production Schedule
• Divide into marketing mediums – execute based
on target audience preferences
– Direct mail
– E-mail
– Web site
– Print advertising
– Electronic advertising
– Telemarketing
– Grass roots
– PR

20. Create Your Production Schedule cont’d
• Divide each medium by audience
– Establish message for each target
– Include relevant on-site features/events
– Determine timing, frequency
• Divide target audiences into registered and
non-registered
– Create call-to-action messages for non-registered
– Develop e-newsletter for registered (include
upsell)

21. Build Targeted
Messages
• Personalize message
• Let recipient know you KNOW
who they are
• Explain why this particular demographic must be
at your event
• Include relevant on-site sessions and events
geared toward that audience
• Make recommendations based on past behaviors
• Use appropriate voice

22. Don’t Forget Social Media
• Support Facebook page, LinkedIn account,
Twitter following
• Spend appropriate amount of time on these
platforms
• Build communities around your audiences, if
applicable

23. Measure Your Marketing
• Include source codes on all printed materials
• Use unique links on all calls-to-action in e-
mails, electronic advertising and web pages
• Track peer and exhibitor invitations
• Analyze – as best you can –
where registrations/interest
originated

24. NOW WHAT???
START
ALL
OVER
AGAIN!