Updated: Feb 27
A target audience profile is incredibly beneficial for all venue owners, as it helps identify and target your core demographic. Once you know your audience, you can create successful marketing campaigns that will help draw in those interested in using your venue for their events.
Understanding the importance of a target audience profile is one thing, but creating one that is accurate, is another. Using these tips will ensure you have the information necessary to create successful marketing campaigns that draw in clients.
Create Broad Descriptions Of Your Ideal Client
Creating a broad description of your ideal client lets you take a step back and consider what your customers want and why they should choose your venue. This is where customer reviews can be handy and any existing data or analytics you have on your current customer base. Begin by considering your target audience profile's attitudes toward your venue by asking questions like "how it makes them feel" and "what are the goals for their event?" Other questions to consider are:
What type of client would choose your venue?
What types of events would they hold?
Do they care more about the venue's aesthetics or the services you provide?
Based on the answers to your questions, you can create a generalized description of your ideal client.
Research Potential Client Demographics
Once you've created a broad description of your ideal customer, you can begin adding more details. Including specific demographic information helps you better connect to your desired customer base. This information is easy to identify and includes:
Income and job
Preferred social media outlets
Understanding this information helps you better understand your target audience's motivations.
Identify Your Target Audiences Needs And Problems
At this point, your target audience is clear, and it's time to identify their needs and problems. Place yourself in their position and look at your venue from their point of view. What compels them to choose you? Consider:
What specific needs do they have that your venue fulfills?
How does your venue overcome any problems they foresee?
What worries could keep them from choosing your venue?
By considering these needs, you have a good idea of how to make your venue appeal to your target audience.
Determine Where Clients Will Find You
Finally, determine where clients will find your venue. It doesn't matter how stunning it is; if they can't find you, they won't use you! Consider how clients could discover your venue (e.g. wedding directories), which requires you to know where they spend the most time online. Ask questions like:
Which websites do they use?
Which blogs are they reading?
Which search terms do they use?
What are their frequently used social media sites?
What is the content that appeals most to them?
Reaching them where they are is your best chance for success!
If you're ready to increase your venue's clientele but don't know where to start, turn to Bonnie R. Hawthorne. As a venue owner and consultant, Bonnie is uniquely qualified to walk you through every aspect of creating a successful venue so you don't have to figure it out alone.
Don't waste precious time trying to navigate the challenges of venue ownership alone. With Bonnie R. Hawthorne, success is just a phone call away!