.jpg "Event Marketers: Speaking to the Decision-Makers")
Event marketing is all about getting the right message to
the right people. But what happens when the right people speak a different
language? It's not enough to simply know the jargon of the industry you are
marketing to. You also need to understand the language of the decision-makers
within that industry. Read our earlier blog: ‘Learning the Lingo’.
Decision-makers are the individuals who have the power to
make purchasing decisions. They are often the ones who hold the budget and can
decide whether or not to invest their time and resources in your events. These
individuals have unique priorities and concerns that may not be shared by the
broader industry.
As an event marketer, your job is to create messaging that
speaks to these decision-makers in a way that resonates with them. Here are
some tips on how to do that:
Understand the priorities of decision-makers
Before you can create messaging that resonates with
decision-makers, you need to understand what their priorities are. This will
vary depending on the industry, but in general, decision-makers are looking for
events that will help them achieve their business goals. This may mean events
that provide networking opportunities, education, or exposure to new
technologies.
Use the right language
Once you understand the priorities of decision-makers, you
need to use the right language to speak to them. This may mean using
industry-specific terminology or jargon, but it could also mean using language
that is specific to the needs of decision-makers. For example, if
decision-makers are concerned about ROI, you may want to focus on the ways in
which your event can deliver measurable results.
Tailor your messaging
Not all decision-makers are the same. Different individuals
may have different priorities, concerns, or preferences. As such, you need to
tailor your messaging to the individual you are speaking to. This may mean
creating different messaging for different decision-makers or personalizing
your messaging based on the information you have about them.
Focus on the benefits
Decision-makers are interested in what your events can do
for them. As such, your messaging should focus on the benefits of attending
your event. This may mean highlighting the educational opportunities,
networking potential, or exposure to new products or services that attendees
will receive.
Be clear and concise
Decision-makers are busy individuals who don't have time for
fluff. As such, your messaging needs to be clear and concise. Make sure you get
to the point quickly and don't waste their time with irrelevant information.
Speaking the language of the industry you are marketing to
is important, but it's not enough. You also need to understand the language of
the decision-makers within that industry. By understanding their priorities,
using the right language, tailoring your messaging, focusing on the benefits,
and being clear and concise, you can create messaging that resonates with
decision-makers and helps you achieve your event marketing goals.
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