Event Participant Profiles

Written by Jim Hennessey and Katie Zupancic At Event 360 we build our marketing and event experiences around the participant. But how do we know who the participant is and what will resonate with them? We use Event Participant Profiles. Participant profiles (personas) are fictional characters/stories that represent the typical participants……

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Needs-based donor segmentation

We’ve all been guilty of it at some point: in soliciting participation and fundraising for our event, we rely on a single communications approach, casting as wide a net as we can, seeking to win “everyone” to our cause. Deep down, we know the truth: this one-size-fits-all approach may be……

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Marketing to Moms

When Phil Knight founded Nike, one thing he understood very well is that different groups of consumers (market segments) have different wants and needs. He knew that in virtually any market, if different segments can be clearly identified, specific products with specific marketing programs can be developed meet both the……

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Do you segment your event's target audience?

Event marketing communications are no different from any other type of marketing communications. All are more effective when the event is targeted, focused, and relevant to a target audience.  Segmentation is the best way to put a face and a voice to that audience. The narrower your segment, the more……

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Really Know Your Audience

MarketingSherpa’s complimentary Marketing Wisdom for 2011 special report — a collection of real-life stories, test results and lessons learned from the previous year — was released last week.  We’ve been combing over the report to highlight a few of the best nonprofit-sector submissions. Scott D. Meyer of… Read…

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Marketing to your audience like the individuals they are

Earlier today, we blogged about marketing to an audience like the individuals they are, emphasizing the importance of allowing people to identify their interests, preferred channels, appropriate messaging frequency, and content that is applicable to their lives.   Recently, one of my favorite causes reminded me why you should never ignore…

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Segmentation in Nonprofit Email Marketing

In today’s modern email marketing environments, lots of focus is placed on design and content – which we can all agree are very important aspects of any email campaign. However, there is one component of soliciting your donors which should be considered for any and every communication you generate via……

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