We have been dealing with various audiences for almost three decades; Here is what we have found and will like to share with you
Many events fail or become boring because the most important element was ignored. Every event depends on several factors, but some are more important than others. These key factors determine whether your event achieves its goals or not. Among them, the most critical is your audience.
Why the Audience Matters
When you plan an event for your organisation, do you think about your audience as the life of that event? Your guests are more than just attendees—they are a major asset. Every brand grows because a group of people chooses to support it. These loyal followers form the audience that gives value and identity to the brand.
No product or service becomes a true brand without the support of an audience. This means your audience has a strong voice. The popular saying “the customer is king” remains true. Customers influence decisions, and their satisfaction determines success. It is the same with events—an event cannot be successful without people who care enough to show up.
Modern Event Marketing Prioritizes the Audience
Event marketing has changed. While traditional marketing looked mostly at demographics such as age, gender, and location, modern marketing goes deeper.
Today, brands study their audience’s lifestyle, interests, emotions, behaviours, attitudes, and preferences. They want to understand:
- What their audience likes
- What they watch.
- What they listen to.
- Why they behave in certain ways.
- What influences their decisions?
Brands now spend more money and time understanding these details. You should adopt the same approach when planning your event. Knowing your audience helps you make smarter decisions about venue, content, speakers, entertainment, and communication.
You may have the best venue, the best celebrities, perfect lighting, and great sound. But if the audience does not show up, the event has failed.
Example
A music concert was held in Abuja. Top artists were booked, the stage was perfect, and all the technical preparations were done. But on the event day, only about 20% of the expected audience attended.
One of the headline artists refused to perform because the crowd was too small. He felt it was a waste of effort. In the end, the organisers suffered a huge financial loss.
This example shows how powerful an audience is. Without them, even your best preparations have no meaning.
Conclusion
Many event planners focus too much on decoration, celebrity appearances, or technology and forget about the most important part of the event—the people. Before planning any event, ask yourself:
Who is my audience?
What do they want?
What will make them show up and stay engaged?
Your audience is the engine that drives your event. Prioritise them, and your event will stand a better chance of achieving its objectives.
