Set out the primary reason for your actions. That is “make money”, “do something awesome”, or “raise awareness.” Determine who it is you’re trying to sell to. Your event is going to be aimed at somebody. That somebody is going to shape the feel of the whole thing. If you’re aiming for rich men in their 80s, your language and visuals, along with the course and prizes, are going to be different than if you were aiming towards a gaggle of teenage girls. You may say, “Everyone is my demographic.” Wrong. Think about Apple vs Android. Are they targeting everyone these days, or do they know their audience and cater to them?
If you’ve never had to do this, there are a number of demographics research tools on the Internet. You can also ask similar event principals about their experience. For instance, it’s surprising the number of women events are attracting, yet some events only provide male-sized t-shirts (shirts that don’t get worn, don’t get exposure).
You need to get specific with who you are talking to and designing around. You’re not just saying “men in their 40s with road bikes.” You need at least one other qualifier:
[demographic 1] + [ demographic 2] = nicely focused audience member
Your event can have more than one audience, but you need to know this before you start as it will inform everything from venue to date to details about the event.
Questions to ask yourself:
- What is the age range (and median) for events similar to what I want to do?
- Is there an age range I specifically want to target?
- Is there a target gender?
- Is this an easily accessible sport with low entry fees or not?
- How much money should my demographic make to be able to comfortably afford my fees?
- What interests does my demographic have (we know they like to mountain bike, but do they
- also have a Honda Civic)?
- Is there crossover that I can target (e.g. do they just love minipigs)?
Where do I find them (doing laundry at the laundromat)?Once you start to ask these questions, you can do research with tools like Facebook advertising and statistics websites. Getting ahold of sponsorship packets from similar events is also useful. These demographics not only help target your event, they attract sponsors.
It’s also a good idea to create a mascot alongside your logo. More on this later.
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