Defining your audience

When defining and profiling the target audience, several variables come into play. For example you know your event type and have an idea of the proposed attractions, so one of the considerations to be taken into account is the age range of the audience you want to attract. The objective and event type may slant the age range of the target audience and this will be an important consideration in planning different aspects of the event.

If you are targeting pensioners, you probably should not book ‘bar-fly’ or ‘bungee jumping’ attractions. If the target audience is primary school children, don’t book a stripper.

You must refine the content and range of your attractions to suit your identified target audience. A beer tent at a primary school will probably not pay for itself – unless the teachers are particularly thirsty!

Take advice from the suppliers of rides and attraction, because they know the target audience that appreciates their attraction and they know what prices to charge. More importantly, they know the size of audience that is needed to pay for the attraction and make a profit.

Similarly, the age range of the audience will have a bearing on the entry fee. Adults at a steam fair will probably be willing to pay £ 6 each in gate money, but a school sports day will almost certainly have free entry.