Understanding your audience may seem like an obvious first step, but it's essential if you want to hold a successful and memorable event. The key to this is to adopt a business-like approach, where audience members are split into categories similar to silos and buying personas.
It’s equally important to remember that people learn and consume content in a variety of different ways, and honing in on how they do these things is vital if you want to leave a lasting impression. Here are the four most common types of audiences we’ve often come across in the events that we’ve hosted:
The spectator is your average audience member; here to watch a performance or presentation, they dutifully listen without getting actively involved. There is a distinct divide between the spectator and speaker – described in theatre as the ‘fourth wall’ – and they need instructions and direction.
The biggest challenge? Getting them involved and making them respond to what they see.
Think of the participant as the keen, tech-savvy version of the spectator. They want to engage with their surroundings and learn best through action. As such, including games, debates and polls are a great way to capture their attention and interest.
The biggest challenge? Event organisers need to find a way to combine their love of engaging digital content with an activity that won’t be a distraction.
The spy is an audience member with an agenda; it could be to report back to their own audience about their experience or pass on information to colleuagues. Either way, they are looking for something.
The biggest challenge? Organisers must create an event that connects to them emotionally rather than analytically, allowing them to stop judging and enjoy the experience.
As the name suggest, these are the big dogs of the event. They want exclusivity, personalisation and above all, they want the event to be unique. These could be industry leaders or High Net Worth customers; either way, organisers should endeavour to deliver an experience that makes their trip worthwhile.
The challenge? Providing an interactive and personalised event experience.
None of these silos are fixed in nature and often audience members move from one category to another. For example, if you introduce an element of interactivity in your presentation, you may see a spectator shift to a participant. Conversely, personalised or exclusive content could make participants begin to feel like VIPs.
The key is partnering your event with technology that involves, inspires and stimulates the audience. By choosing the right event technology, you can put the audience member’s experience back at the heart of planning and create an experience they won’t forget. Get in touch with us today to find out more.