4 Steps to Define Your Ideal Customer

Whether you are at the beginning of your event space project or in the midst of strategic thinking, it is important to take stock of your ideal customer.

Definition

It is also called “persona” or “avatar.” And if you've ever gotten your nose into marketing content, you've probably already heard it.

But otherwise, it's not a big deal, and above all don't worry I'll explain everything to you.

The ideal customer is the one who will love your place because it will exactly meet their needs. It is also the one that offers you serene profitability and allows you to develop in a sustainable way.

The “persona” can change over time, your positioning, the local context, changes in your location... And also your desires! Finally, you can have several: professionals during the week, individuals at the weekend, but be careful not to scatter yourself.

Why is it important to define your ideal customer on a regular basis?

Wanting to attract without targeting is much more complicated! By knowing who your ideal customer is, you increase your chances because:

• You adapt your communication to what he wants to hear and read.
• This makes it easier for you to touch it.
• You choose to set up offers and services that will meet his needs.
• No waste of time, no scattering: your prospects are more qualified and easier to convert.

How do you go about it? My 4 recommendations

1. Brainstorm to gather your ideas: who is/are your target segment/s in detail?
2. Analyze your previous results: who spends the most, who comes back the most, who confirms the most, which formats are the most in demand, which services are the most in demand... On the other hand, who cancels the most, etc.
3. Take a look at the competition, do a market study, put yourself in the shoes of your ideal customer.
4. Talk to your audience (survey, survey...).

To validate your choice of ideal customer and to know exactly his requirements, his needs, his desires, his obstacles, his limits... You have to question him! The easiest way is to ask your questions to people (or companies if you are doing BtoB) who exactly meet your criteria.

And after?

Tip: In a document, create a typical customer profile (s) much like a detective looking for a suspect.

• Adapt your offer and your communication in relation to your target.

• Qualify your prospects with each new request (ideal customer or not?).

• Collect and store all data carefully.

• Set and monitor your tracking numbers.

• Repeat the exercise regularly (every year).

• Take an interest in a tool like Booking Shake to help you!

Good listening

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Every week, I offer you a 10-15 minute mini-episode of pure advice, ideas, tips to be the superhero of your event sales department.

I am Clémence Férault, your host, former event salesman and now CEO and co-founder of BookingShake, the Event Management Software that unleashes the potential of your place.

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