How to Build Attendee Personas for Your Event

yapsody.com/ticketing/blog/how-to-build-attendee-personas-for-your-event

In event marketing, planning without building attendee personas, is like shooting in the dark.With two
decades of industry expertise spanning across concert promotion and production, we bring you insights
that will streamline your event planning strategy. If you’re new to event management, here’s a quick
takeaway to build audience personas that take your event promotion ideas to the next level.

Setting-Up A Clear Criteria

To speed up the process of building attendee personas, you need toconsolidate data by keeping these
four parameters in mind:

Behavioral
The spending power and pattern of your event attendee is crucial in pricing your tickets.Which genres of
entertainment do they enjoy? Which social media platforms do they use? What kind of food or alcohol do
they prefer? Are they brand-conscious or budget-friendly?
Do they party every weekend or once a month?
These types of questions will help you navigate your event production to match your attendee
expectations.

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Psychographic
Psychographic segmentation will help you gauge their personality, values, attitude, lifestyle, motivations,
and inspirations. It answers the most important question of “Why” they do. Why does your attendee like
food festivals and not sporting events? Which personalities inspire him to lead a healthier life? Do they
prefer quality over quantity?

Demographic
Demographic segmentation will fetch you basic information such as age, gender, education, occupation,
and marital status. A good event marketer will take into consideration both the demographic and
psychographic factors for better judgments. A 21-year-old graduate might be frequenting Instagram for
weekend event offers. Whereas a 35-year-old who is financially stable will book tickets for global events
like Oktoberfest. This gives you an edge in pricing your tickets and gaining the most suited audience.

Geographic
Audience location is the biggest factor for event production. An artist booked for a world tour can go
horribly wrong if you don’t factor in local and regional elements like travel time, weather conditions, traffic
volume from the airport to the venue. These data points go a long way in predicting and planning your
events in terms of indoor-outdoor events, staging, and so on. As an event marketer, here are 7 Things You
Should Keep in Mind When Booking Your Venue

Surveys and Feedbacks

Whether your event is going to be regional, national, or global, it’s important to collect data.
Asking your attendees all the right questions will help you build the ideal attendee experience. Provide
them with a platform that gives them the opportunity to tell you what they want.

With Yapsody, you can create highly complex, logic-based questionnaires or simply ask for attendee
feedback. You can also create questions that the system will ask your attendee during the ticket booking
process. After your event is done and dusted, you should retain those attendee personas and map their
persona journey through all your upcoming events.

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