Craven Events

This is a group of people who are defined by a shared characteristic and are not currently attending your events. Ask yourself:-

Is there a reason to believe they might be interested in attending or is there a strategic reason for targeting them? Think about:-

• How can you segment them?
• Geographic - where do people live and or work?
• Demographic- age, ethnic origin, economic status
• Behaviour- frequency of current attendance, booking history
• Lifestyle- hobbies interests
• Psychographic- attitudes, aspirations, motivations

Audience Segmentation

Segmenting your audience helps you to target a message more effectively. What kinds of people are in your potential audience?

A person who attends events frequently is likely to seek different benefits from those who attend infrequently.

Benefits sought by an audience

FREQUENT ATTENDERS - More likely to be focused on:	INFREQUENT ATTENDERS - More likely focused on other elements:
the style of the event the artists the content whether it has had good reviews	sense of occasion familiar or known quantities socialising with friends quality of a restaurant or cafe convenience of the location connection with subjects or ideas in which they are already interested

Even without research, it is possible to make up your own market segments in your own way. Here are some examples: alternative lifestyle, students, collectors of new and rare items, young mums, party animals, festival-goers, wannabe radicals, the good night out brigade, and so on. It helps to picture a person or people who fit the characteristics of an audience segment... and once again try and put yourself in their shoes.