Whether you’re marketing a recurring event or launching a new event, knowing your target audience is imperative for a successful event. 

A target audience refers to identifying the group of attendees that will be interested in participating at your event or who can identify with your brand. An event’s success will depend on how well the event marketing directed towards a specific group that will benefit from attending your event.  

If you have organised a similar event in the past, you already have a lot of that information available to you. You can now take a closer look at your past attendees’ information to break down and understand your target demographic on a deeper level This information will also help you to build up a marketing and content communications plan for your next event. 

Events can have a lot of benefits from community-building to brand awareness or to the increase in sales. Identifying your event goal will determine what kind of audience will be interested in attending your event. 

To keep in mind

Youth

  • Acknowledge their basic digital skills and their strong motivation, particularly when it comes to digitalization.
  • While they may be familiar with digital tools through personal usage, it's essential to continue developing these skills to a professional context. Our main goal is to teach them how to use these tools effectively in a professional business environment.
  • Introducing them to new trade fair and event tools can be an exciting and motivating opportunity.
  • We aim to boost their language and communication abilities, not only for face-to-face interactions with business partners but also for communicating with international peers in English and other languages.
  • This group may have some knowledge of English, but we recommend providing them with essential vocabulary and phrases related to business, banking, negotiations, etc., to assist them in their virtual interactions. They should also become familiar with business and entrepreneurship terminology.

Vocational Education Trainees

To keep in mind

  • Keep in mind their high level of digital skills, and their great level of motivation, especially in the organizational aspect.
  • Despite their familiarity with digital tools, there is still a need to continue developing these skills. The main goal is to teach them to use these tools in a professional manner in a business environment.
  • Using a new Trade Fair software can be a new exciting incentive for them.
  • Empower their linguistic and communication skills, which not only includes face-to-face communication with their business partners but also their communication skills with international peers in English and other languages.
  • This group may have a decent level of English; however, we still recommend providing key vocabulary and expressions (banking, negotiations etc.) to support their virtual contacts; they must be able know also the business and entrepreneurial vocabulary.

To keep in mind

Adult Trainees

  • For this target group, online events should be created in a user-friendly way, helping the trainers in managing Trade Fair software and other tools like social media channels.
  • Likewise, it is necessary to promote and use the potential of the target group’s high motivation, as well as to value their good level of communication skills in their native languages that can be used during fairs and activities, such as introductions and negotiations.
  • The online platform should incorporate some vocabulary support in English, such as key vocabulary, frequent expressions and common questions.
  • If they understand the guidelines, the specific vocabulary and the use of the platform, their intrinsic motivation and experience will serve as catalyst to further develop their learning process.

HEI Trainees

To keep in mind

  • If we consider the skills and the challenges, this group is of a similar nature as the VET secondary students.
  • For instance, we should keep in mind their proficiency and familiarity in the use of digital tools and their medium, or medium to high level of English, but we should strive to develop the existing skills.
  • This group may have a decent level of English; however, we still recommend providing key vocabulary and expressions (banking, negotiations etc.) to support their virtual contacts; they must be able know also the business and entrepreneurial vocabulary.
  • If they understand the guidelines, the specific vocabulary and the use of the platform, their intrinsic motivation and experience will serve as catalyst to further develop their learning process.
  • We also recommend improving the use of social media from a business and professional point of view. For instance, they should have a guideline about how to use Instagram, LinkedIn, Twitter, etc., in the business world and how to promote their company brand, product, and message on these channels.