Target Marketing: A Recipe for Shrinking Markets By Sarna Marcus, President and Creative Director, The Page Group, Bethesda, Maryland Reprinted from Cintermex Magazine, Volume 6, Number 33, September/October 1998 It's a trend. Mergers. Buyouts. And what it means for those of us in the convention and exposition business is shrinking numbers -- fewer companies to market to. Couple that with an environment that is both constantly shifting and more fiercely competitive than ever before and the term "hot seat" has a whole new meaning. And to get off that hot seat, the best card you can play is target marketing. First, let's dispel some popular myths: Myth 1 A great event is guaranteed to draw crowds by virtue of its quality alone. What is the sound of one hand clapping? Unless you communicate the value of your event to the right folks, no one will know how good it is. And no one will show up. Myth 2 If the promotional material is glitzy and the copy is exciting, I can get more people to show up. It doesn't matter how well-designed or well-written your promotional materials are if the people who receive them don't need what you have to offer. Unless your message is properly targeted to the right people, no one will care. Myth 3 A flood mailing works every time. It doesn't matter how many pieces you mail out. A blanket mailing is a waste of money -- it's buckshot. A carefully selected targeted mailing will draw a significantly better percentage of respondents. Exploit new potential from existing audiences So what is the answer? How can you increase your numbers when you've got fewer companies to draw from? Target marketing is your answer, and there are two versions -- vertical or horizontal. Vertical marketing means going after industries that are distinct and separate from your primary audience but might benefit from attending your event. I'm going to address horizontal marketing here. Horizontal marketing involves going after more individuals in each company. This means identifying and addressing the specific interests of your prospects by their title or area of responsibility -- the CEO, manager, the human resources (HR) director. Each has very different concerns. Speak to their most pressing concerns -- hit their "hot buttons" -- and you'll get their attention. Let's look at some examples. IS managers are easy targets (in marketspeak, that is). Their jobs virtually depend on how up-to-date they are with the most recent technological trends to ensure their company's success in the marketplace. Offer them answers and you've got their attention. Human Resources directors. Much the same is true of these folks. The fast pace of technological change forces new on-the-job methods which in turn necessitates ongoing training of employees to keep pace. Each group has its own specific hot buttons, and it varies somewhat by industry. But the more your message zeroes in on those issues, the more effective your campaign will be. So do your homework. Target the tone So we see that the content of the message is key. But how you say it may make the difference in whether or not that message hits home. For example, if you're appealing to the higher-ups in your industry, don't turn them away with glitz or hard sell. Let their prestige influence how you "speak" to them. But if, for example, a supermarket manager receives a high tone promotion targeted to a corporate CEO, they'll simply assume that this event is not for them, and they'll trash it. Remember, if your copy doesn't convey the right impression, you'll lose your prospect. More than just words And just as important as how it sounds is the way it looks. Are your ideas communicated clearly and in a manner suited to your audience? If your target group is IS managers, your presentation had better be tight, cool, and direct, with few subtleties. On the other hand, HR execs, who operate in the world of people, will likely respond to a warmer, perhaps more stylish presentation. More Dos and Don'ts: DON'T bury your message in blocks of gray text copy or it won't be read. Similarly, DO avoid visual chaos and a confused reader. DO keep your promotional materials free of clutter; DO keep your reader's eye moving to the key points first; and you'll get your message across. In short, targeting is not only the message. It's the overall impression that is conveyed by your campaign materials -- words, tone, visual presentation. Reach the right audience How's your data base? If you flinched when I asked the question, think twice about targeting your campaign. Mailing a targeted message to the wrong target loses you prospects. It's wiser just to send out generic promotions instead. If you think your data base is fine, test it against this: in any given year, roughly 30% of the typical mailing list becomes outdated. So have your inhouse lists updated regularly. And if you're buying lists, double-check their integrity. A good data base, and good lists account for as much as 40% of the success (or failure) of your campaign. If you don't get your message into the right hands, you may as well not mail it at all. You don't have to break the bank You can control the costs of targeting your campaign in a number of ways. Target your brochure mailings with stitched-on outer plain-paper covers, or wraps. Not only does it say "this means you" to your prospect, it allows you to self-mail and cut mailing costs dramatically. Create small, highly promotional mailings with pithy targeted copy. If the promotional message sells, the informational brochures that follow will be read. Target your event's content The more the content of your event responds to the needs of your target audiences, the easier your event will be to sell. And it will keep people coming back. If you decide to go after a specific audience group, provide meaningful content at your event -- speakers, sessions, exhibitors -- of interest to them. Often the content is there already, but it's buried in endless lists of sessions or exhibitors. Creating customized tracks -- grouping your exhibitors and sessions by category -- has become more common over the years. It's an ideal way to "package" the content for your event. It makes immediately apparent that the answers you need are here. Let's face it. Targeting does cost more in dollars and cents. It does take more time, more expertise. But the truth is: the more targeted your campaign is, the more successful it will be.