EEM competency 1

audience engagement.

a group of people’s active and positive response to a live presentation. involved and interested.

high audience engagement

1. stands out and remain top of mind.

2. creates a positive feedback loop

3. leads to brand partnerships and monetisation opportunities

successfully engagement.

1. increase participation, improves learning and heightened satisfaction.

2. brand loyalty increases. create brand ambassadors.

types of event participation.

1. primary = directly involved, 1 role to play.

2. multi = involved, more role / capacities.

3. incidental = x directly involved, present or participating bus of circumstances.

4. accidental = x not intend to be involved but became involved because of unexpected situations.

audience goals

1. something they want to achieve.

2. a problem they want to solve.

3. a need they want to meet

specific objectives / aims they want to achieve.

push factor (networking)

meeting new people eg. conference

push factor (entertainment)

having fun, concert

push factor (personal growth)

improving yourself eg. wellness workshops

push factor (supporting a cause)

supporting a particular cause or organization eg. charity

push factor (travel and tourism)

exploring new countries and culture eg. itinerary

celebrations

celebrating a special occasion or milestone eg. birthdays

push factor (business)

making corporate purchase, gaining business knowledge eg. MICE

audience motivation

underlying reasons / factors to drive individuals to attend an event

pull factors (relevance)

matches with their interest and needs eg. tech event for tech lovers

pull factors (expert speakers)

famous / respected speakers eg. industry experts giving a talk

pull factors (unique experience)

something special / exclusive eg. vip backstage access

pull factors (entertainment value)

fun and enjoyable activities eg. concert with your fav idol

pull factors (learning opportunities)

gaining new knowledge eg. workshop

pull factors (trends)

latest developments / popular things eg. latest fashion exhibition

pull factors (making purchases)

buying things esp discounts eg. shopping exhibition

audience spectrum

the different types of people who attend the event

1. age group

2. demographics

3. interests

4. level of familiarity

psychological (audience spectrum)

basic survival needs eg. food, water and comfortable seating

safety (audience spectrum)

feeling protected eg. security, first aid and emergency procedures

belongingness (audience spectrum)

feeling of being accepted and connected eg. networking and socializing

esteem (audience spectrum)

feeling of respect and recognition eg. awards and recognition programs

self-actualization (audience spectrum)

reaching personal potential eg. challenging yourself / learning new skills

audience segmentation

process of grouping people based of shared characteristics

demographic (audience segmentation)

personal details eg. age, gender, income, education

psychographic (audience segmentation)

lifestyle and personality eg. hobbies, interests and values

behavioral (audience segmentation)

actions and habits eg. past event attendance and purchasing habit

geographic (audience segmentation)

location eg. country, city and neighborhood

audience targeting

identifying and segmenting a specific group of people who are likely to attend a particular event

audience persona

a very detailed description of the most common types of customers / attendees an event will receive or target to have

what should audience persona include

1. demographic

• age

• gender

• income

• religion

• marital status

• education

2. psychographic

• hobbies

• interests

• values

• goals and pain points

• lifestyle

3. face

• a stock image or illustration representing the persona

why is audience persona important

1. helps organizers understand their target audience

2. helps create event content and marketing messages

3. improves engagement and sign up rates

4. create more personalized experience