Connect With Your Audience

Knowing and researching your target market should determine your event strategy.

- Amantle Mokubung

I recently helped a client plan and host an event in a small town outside the hustle and bustle that is the Gauteng province. What could be harder than putting together another event, right? Wrong.

Being based in one of our country’s metropolitan cities, it is easy for a small business owner such as myself to fall into the trap of applying a blanket approach towards a particular market’s media consumption, purchasing behavior and interests. It’s never easy to have a group of like-minded people walks through the door to support your event, it gets even harder if you haven’t invested the time to understand the market and the most effective way to communicate with them.

Fortunately for this client, I was able to pull out a sheet of lessons learned from her previous event and we used these insights to create a whole new experience for her tribe. Here are some of my lessons learned on effectively connecting with your target audience.

"If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart."