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MOVE (Smart-Data) The Four QUADS : (POSITION (Proto-Personas (Assumed…
MOVE (Smart-Data)
The Four QUADS :
TARGET
Existing Data
Split CRM data into persona segments
Persona base email campaigns
Persona based custom audiences
Look alike viable
Retargeting off main website (with persona filters)
Retargeting Strategy
Consideration & Conversion (no shows)
If multiple personas (behavioural retargeting)
Search & Social Ads (Persona based micro targeting)
TARGETING OBJECTIVE :explode:
1) Greatest % of Persona UNIVERSE via Micro-target Personas Segments (to top of funnel)
2) Retargeting & email reminders (double funnel)
POSITION
Proto-Personas (Assumed Insight)
(best option for short lead time)
Assumption need to be tested
Can multiple in-house stakeholders be surveyed?
Virtual Event Persona Survey
10 questions
Established key motivators, challenges
Use to collect emails (for marketing)
Depending on persona group size set min number of completions (to establish quality data set)
Micro-target the right persona (existing customers or outside of known eco-system)
Social Listening
Establish trends & known challenges
Build Influencers List (these could be speakers or event amplification)
Competing Event Research
How are they positioned? (Core benefits, learnings, take aways, format)
Existing Persona Insight/Research
How current?
Aligned in event objectives
POSITIONING OBJECTIVES :fire::
1) Create irresistible reason to attend (Content/Copy/Messaging)
2) Help guild event agenda
Digital/Content Asset Build
Event Website / Landing Page Design/Developed
Core Messaging Guide
Ads/Email Copy
Registration (reminders, timezones etc)
Integration into virtual event platform
Marketing Assets
Establish Size of Universe
CONVERT (Conversion Rate Optimisation)
DOUBLE FUNNEL Reminder Strategy (no show conversion)
Email (Based off challenges list in reg)
SMS (if mobile collected)
Retargeting
Optimisation of site (get more "reg now" starters)
Heat Mapping
Page A/B Testing
Analytics
Access "reg" completions
AGILE (Smart Data)
TUNE
Post event satisfaction survey
TUNE OBJECTIVE :fire: Gain insight from this event to improve next (fed into next event's marketing and format etc)
Use event data gain from No Shows, drop off, polls, & Q&A etc