Once we have a few key profile demographics in place for the desired attendee profile like job title, company size, location and buying power, we can sort sorting what we know!
Compiling, dividing and analyzing records of who are our core attendee customers, who attendee every so often and who is a member but have never "voted with their feet" is time well spent for me.
I think of it this way:
- who will we spent our precious postage dollars on?
- who are are very loyal that we can try to motivate to be our grass roots promoters and "forward to a friend?"
- who is regional (within 50 miles) that can fill up the exhibition?
Once the prospect file is created, my best pal is the data manager. Sorting, measuring and finding the trends takes a good data miner. I won't share the name of mine because he is too valuable to me!
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