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STP Marketing Model
STP Marketing Model
In order to build your marketing strategy your first step is to do this analysis. You will find detailed information on this analysis in your marketing literature from your other modules.
From your work with your concept you have already identified your segments and target groups for your event. If you need a recap on this, please find it here; Market size and target group
Please do not do the mistake and think that anyone and everyone could be your event guest. This approach will make it difficult to sell your event because people do not respond to events themes and marketing content the same way.
Target groups and personas
Target groups and personas
Since you have identified your segments, your next step is to actually attract this target group/these target groups to your event through different marketing activities. However, before you can decide on your marketing activities, you must look at your target group from a marketing perspective. Up until now you have looked at your target group from an event design perspective, and that is what your colleagues in the production team continues to do.
Marketing is not simply pushing out a few posters and hoping for the best.
Therefore you need to work with your persona again. You have worked with it a bit in the conceptualization phase, but now you need to carefully pay attention to and research the personas' media consumption (both online and offline). Recent studies show that it is more important to pay attention to and understand peoples media consumption and behavior than age and other demographics. You are to pay attention to all aspects of the persona, however the media consumption is essential for your decision on marketing activities.
Remember the interconnection.
You still need to work very closely with the rest of your organisation on this and keep them informed on the new knowledge you have about the personas for your event. All information about the persona is relevant for different departments in the organisation. E.g. the Fundraising/partnerships team will be able to attract easier sponsors and partners based on a target group match if they have all the knowledge about the personas. The production team will be able to design better signage and guest flow if they know more about the media behaviour of the personas.
You see? It is all interconnected.
The event participant typology
The event participant typology
Motives, needs and expectations.
Motives, needs and expectations.
The reasons for participating in an event explain why you are attending (reason to go), while the needs are several unconscious basic things that you seek to cover while you are part of the event.
The expectations are the total conscious take-away one wants from the event. An event guest will often be better at expressing his expectations for an event than his needs.
Different guest types and motives bring different expectations, and thus what they would like out of their participation. These expectations are illustrated in the third axis in this figure. Using the expectation axis, we can see that the guest types to the right of the axis have expectations that are built around the social reasons for participating.
The guest types to the left of the axis have the opposite expectations built around the thematic interest - an interest that focuses exclusively on the core performance of the event and how this will be widely and utilized in all event activities.
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