Defining Your Target Group For Corporate Event Spaces in Manchester
08 Dec 2017
If you read our previous article on corporate event planning, you have determined why to hold such an event. In our latest blog we explain how to plan a guest list to achieve your objectives and hold an inspiring meeting or seminar at one of modern event spaces in Manchester.
A crucial question when planning a corporate conference or event is who will you invite to your event to achieve your goals. Although it is likely that you already have a specific target group in mind when setting these goals, it is nevertheless an important and decisive element for the outcome of your event. An answer to each of the 5 questions, outlined below, will put you on the right track in selecting your guests.
Internal or external?
With internal target groups, you are targeting individuals in your current professional network; either physically or digitally. However, it is important to segment this group (for example, by limiting yourself to senior executives) according to the purpose of your event. Although boundaries should not be strict, it is important to make clear choices.
In the case of an external target group, it is simply the opposite - i.e. targeting individuals who you do not know at least on a first name basis. This may include suppliers, customers, the press, local residents, and so on. Anyone who, in one way or another, is related to the organization, without being part of it. Inviting them to your event may represent a potential link to your products or services.
How to reach the chosen target group(s)
Ensuring that an invitation for your event reaches its intended audience is obviously vital. You probably already have the address of your target group (whether it be an email or business address). However, if you want to reach a broader target group, such as "IT Network Specialists", you can choose to rent or buy contact information from an address broker; this will give you a clear idea of ??the number of recipients of your invitation.
But you can of course also choose to make your event known everywhere via social media networks. For a brief search, you can quickly determine whether it's better to use LinkedIn , Facebook or Twitter. All of these platforms have specific tools to help you.
How to create interest for your event
"What do I have to gain?" For a corporate event, this is the first question that your guest will think after seeing your invitation or newsletter. Because as strange as it may seem, no one (except possibly your friends and family members) wants to spend their precious free time at your event just to make you happy. Let's be honest, in the end, you also ask yourself this question when you choose the people you are going to invite. Remember, as a general rule, a person will only show up for your event if they also benefit, in one way or another. It's up to you to make sure that's the case. So create a win-win situation.
What am I seeking from my guests?
Here is an important question that you will have to answer clearly: Why do you want all these people to participate in your event? Do you want to strengthen relationships with your customers, persuade them to sign or buy something, generate new leads, or strengthen cohesion within your own company? The answer to these four questions will guide your event in as many different directions.
How many people do you want to invite?
The answer to this question depends on different factors. Let's quote the budget, the space available on the chosen site and of course the size of the target group. But quantity is not a guarantee of quality. More does not necessarily mean better. So make quality choices (according to your objectives) your first concern. So privilege 25 guests expressing a sincere interest for your product, rather than 85 guests mainly motivated by the free bar.
Let's mention another factor that you must clearly consider before launching your invitations and that leads directly to a crucial point: no-shows.
What you need to know about "no-shows"
Guests who register for your event and ultimately do not come, called "no-shows", are a real problem in the world of events; most often when it comes to free events.
Some sectors suffer more than others. Until a few years ago, it was assumed that for external non-paying events, some 35% of registrants do not participate in the end. This problem seems particularly rooted in the IT sector, although the situation seems to be gradually improving. Today, it is roughly a rate of less than 10%, although this figure remains high.
Especially when you know that every no-show, every chair that remains empty, costs you money (think about renting the place, catering etc.). In addition, they also reduce the overall performance of your event. This percentage is a little lower in the case of paid events. And that makes sense, because a person who pays will be more likely to participate.
If you are having particular issues with no-shows, perhaps think about contacting them to kindly let them know that it's a pity not to have participated in the event. Just getting them on the phone may be an effective way to explain your event in a streamlined manner and not miss out on the opportunity of their connection.
The primary reason behind every Conferences and Events in Manchester City Centre is to exchange ideas and information. Information being statically recited to a passive audience is not an exchange, and it puts no demand or ownership on the participants. With a few small steps, you can deliver an event that will leave your participants transformed… with only themselves to thank.
The Bridgewater Hall is a fantastic choice of event spaces in Manchester. There are a variety of rooms that are not only inspiring to be within but also have the space to create experiential events and activities with delegates. In addition to this our state of the art sound and visual technology, present throughout the building, is operated by a team of expert engineers. The building also boasts the best acoustics in the whole of the UK in the beautiful Auditorium. There is no better place to hold an interactive / experiential conference or event than The Bridgewater Hall.
Furthermore, we have a dedicated Events Team that will support you throughout the planning and performance of the event. For more information submit an enquiry to the Conferences & Events Team using the online contact form or check out our detailed Conferences and Events Manchester section of our website.