I’d like to tell you about two of our clients who have recently run very successful events. For both of them, the secret to the success of their events was in segmentation ? targeting the right people with the right message and the right offer.

Lorraine is a coach who specialises in helping women get through the menopause. She’s based in Wolverhampton and ran an event at a local cinema to show a film called Hot Flush Havoc. After the film, a panel of experts was available to take questions from the audience. Over 150 people – men and women – attended the evening. They had the opportunity to talk to local complementary health specialists in a small exhibition, watch the film and then take part in the question and answer session. Lorraine is building her reputation as an expert in this field, being someone who can pull together all the conflicting advice that’s available and help individual women find the solution that’s best for them. She’s also now got a great list of contacts to follow up with and keep in touch with.

So how did she do it? The secret is in the segmentation.

Lorraine knows that her target market is women who are struggling to get through the menopause, or who are heading towards it. She found the film which explains a lot of the myths and issues around the menopause. She has created a relationship with a local women’s networking group who helped her promote the event and all the marketing she did was aimed at exactly the right market. She worked with the venue to arrange the showing of the film and got their help in promoting the event.

All Lorraine’s marketing was focused. She didn’t waste her energy or marketing budget on writing copy that didn’t talk directly to women; she didn’t put her fliers and posters where only men or only a few women would see them. She didn’t try to attract young women who have years to go yet, or women who have successfully conquered the menopause!

The result was over 150 women (and their male partners!) who were really interested in learning more – over 150 potential clients for Loraine, who could keep her really busy! Her challenge now is to follow up with as many of those people as possible, over time, so that when they’re ready to ask for some support, they think of Lorraine first.

What about the second client I said I’d write about? I’ll tell you about Jeremy in another blog.

Are you planning any sort of event to promote your business? What are you doing and who will you invite?