It's really simple: Niche & Topic. Yes, marketing, messaging, speakers, etc. all play an important role, but unless you are super clear on your niche and topic nothing else will matter.
With so many virtual events popping up online, it is super important to set yourself apart from the competition. Being clear on the target audience you are serving and the problem you solve will be key to accomplishing this. You’ve heard it before “NICHE DOWN”. If you serve everyone, you serve no one. The same holds true for your virtual event.
Chances are you are pretty clear on the audience you serve and how you help them, but can you niche down even more for your event? You likely offer many services or products, but which one is most relevant right now? Which one will serve the most people? And which one will allow you to take the market with your virtual event?
Identifying the perfect niche and topic for your event can sometimes be an intimidating task and is a big decision that will set the stage (no pun intended) for your entire event.
Follow these prompts to identify your event niche and topic so you can take the ENTIRE market.
NICHE
Who does your BUSINESS serve?
Features: How do you help them? (Product and Services)
Benefits: What problems do you solve for your audience?
Now, put it all together.
I help__________, by providing_______, to help them ________.
You’ve done that before right? Well, that was for your business as a whole.
Now let’s do it for your event.
You want to make sure that your event solves the problem of a specific audience, and not "everyone". You want to focus on breaking down your audience into smaller groups to determine which group will provide you with the greatest opportunity.
What are some of the problems that apply to MOST of the people inside your target audience, but not as many people outside of it?
What are some of the problems that apply to MOST of the people inside your target audience, but not as many people outside of it?
Based on those problems, break it down into smaller groups.
Of the groups you identified, are you able to help any of those groups more than others?
Are any of those groups more engaged with your business than the rest.
The answer to the question above is your EVENT NICHE!
TOPIC
Now that you've identified your event's niche, determining the topic is easier! If you find that picking a topic is not easy for you, it could be a sign that you need to revise your niche to identify some specific problems. Your event topic is going to revolve around the number one problem that keeps your audience up at night.
Take out a sheet of paper and set a timer for 10 minutes. Don’t think, just write. You may have already done this, but do it again.
What are the biggest problems your audience has?
Now, cross out any of the problems that you feel you (or your speakers) are not the best people to solve the problem.
Next, cross out any of the problems that have a disconnect with your other offers.
With the remaining options, circle the biggest problem.
Make sure there is a clear relation to any products or services you plan to pitch during your event. Whatever you circled is your event topic!
MARKET RESEARCH
If you are not excited about the topic, or still unclear, it's time to take it to the streets and start asking people. Often times, by simply asking the right questions of the right people you can gain instant clarity. Hop on calls, post polls, send text, carrier pigeons, whatever your method is, ask your target audience.
*Note that you will get the be insight from a phone call because people tend to speak more freely than they write.
Your goal is to have enough calls so it becomes painstakingly obvious what the common problem is, to which you have THE SOLUTION.
When you hop on the phone, all you have to do is ask three simple questions. Remember to hold space for them to talk after you ask the question. When they say something good, do not interrupt, chances are there are golden nuggets coming and you do not want to influence their responses. To keep them talking ask follow up questions like "how
does that make you feel","why do you think that is", and "what else"?
How do you feel about [YOUR NICHE]?
What is holding you back from getting where you want to be?
What would it mean to you to have a solution to that problem?
Once you've collected the information, remember to thank them for their time and ask them if there is anything you can do to help them out.
This is also a great opportunity for you to let them know that you are planning an event and that is why you asked the questions. Many times, this will get them to open up even more and potentially provide you with ideas for presentation topics and guest speakers!
If you followed this process you should now have clarity about your event niche and topic and are ready to begin planning!
Download the free “Virtual Event Getting Started Workbook” to fast-track your planning process to host a successful, profitable, and engaging event.
The Virtual Event Planning Workbook will take you step-by-step through the major decisions you will make throughout the planning process to launch a wildly successful, profitable & engaging virtual event. Fast-track your planning process and feel confident that nothing slips through the cracks.