Value of Capturing Demographic Data During Event Registration
Tuesday, July 24th, 2012
Do you know who your customers are? Really?
You might have their basic information like their name and email address. But what about their age, gender, geographic location, nationality, income level, education, interests, and other important demographic data?
Some might think this is “TMI” (too much information), but believe it or not, the more you know, the greater the opportunity to target your customers’ needs and maximize your marketing dollars.
So how do you capture this important information?
Online registration: Perfect opportunity to get to know your customers
The heart of any event marketing process is online registration. It removes the labor-intensive and time-consuming process of managing registrant details and is the perfect opportunity to capture demographic information. You have a captive audience—all eyes are on you—so ask away.
Once you have the information you’re looking for, you’ll be able to group together populations of individuals based on specific attributes (mentioned above) to “segment” your audience. So when you’re ready to market or price a new product or service you won’t be wasting your time—or money—guessing who might be interested in buying it.
Demographic data can also help you pinpoint a particular interest or topic for your blog, social media interaction, and email campaigns. And if you’ve ever given a presentation, you know that understanding the demographics of your audience can be invaluable.
Bottom line: The more you know, the more you’ll grow!
So make a habit of asking at least one demographic question during registration for each of your events and reap the rewards.
Have you used online registrations to capture demographic data at your events? Tell us how it helped improve your overall marketing efforts.
Erik Mintz is the director of the Constant Contact Event Marketing product, and has more than a decade of experience in the event management industry. This piece is reprinted with permission from Constant Contact’s awesome blog.