I just received a message that caught my attention. “[EVENT NAME] Access your pending messages.” Even though the subject could be improved quite a bit, I instantly clicked on the email. messagingPhoto rights by Fotolia My case may have been special because I met quite a few people at the event and I thought one of them had left me a message since I never usually carry business cards. The email included the login link, my username and a password. It is an internal messaging service for the event website. When I go to the messages I see that it is a commercial email, although it is personalized. Although the offer was not interesting to me, I consider this small service to be a great idea when it comes to increasing the value for sponsors . One of the most attractive things for these companies is access to the registration database. Even though there are legal ways to do it, sending to people who have not registered on my website does not usually give very good results, so there are usually complaints and threats of lawsuits, etc. The sponsor’s reputation suffers. This way, you do not give away your data as an organizer and the company can promote its services without collateral damage. I think it is a very simple and elegant way to offer an extra service in the form of internal messaging that increases the value of a sponsorship (or that in some cases could even be charged extra).Let’s get straight to the point without beating around the bush in today’s post. Do you know what detailed segmentation is in Facebook Ads ? There are people who also talk about magic circles . Damn marketers… Passions FB AdsPhoto rights by Fotolia If you’re clear on this, you can move on. Otherwise, you can read the linked content first and then continue here. Ready? Let’s get to it! What everyone does is imagine or better yet , find out about the interests of their target audience beyond a possible purchase of the advertiser’s offer. Once you have finished your study, you link the interests to create perfectly overlapping circles. So far, technically, everything is correct. Few people look for what I would call the artistic or creative touch . It consists of finding interests that have nothing to do with the offer. The key is to attract the user’s attention with 2 passions instead of just one. A couple of hypothetical examples. A football team that offers tickets to watch the match and bring your dog is aimed at both fans of the club and dog owners. A local restaurant invites guests to a wine tasting dressed as Darth Vader. The overlapping targeting would involve finding wine lovers and fans of Star Wars science fiction films. A cinema chain is giving away free tickets to 1980s films in their original English versions. This campaign could be targeted with 3 circles at 1980s film lovers and advanced English learners. You get it, right? Tackling a user’s passion is already powerful. Imagine what you can achieve with 2. It doesn’t always work, but many times you get incredible results. Try it and let me know how it goes.
