Right now at work, I’m drawing quite a few community plans for projects we are working on. Apart from the fact that it is so important to know what you want to offer to whom (in other words to set your goals straight), you have to find a trigger to get your target group to you. You need to know their needs. You need to know what gets people out of their seats, right to your project.

An example I tend to use a lot these days to make people clear what I mean, is a project organised in my hometown Sint-Truiden. This year, for the second time already, a ladies city day was organised. Not just ‘a’ day, no no, the ladies city day took place at the 22nd of May.  Exactly, the day of the Champions League Final. Usually a day at which men grab the remote control, don’t want to let go of it anymore, and want to sit in front of the television for about two hours, with beer, chips and their mates.  Women are brutally left behind, they don’t count at that day.  To sketch things in a stereotypical way 😉 .

So what did the organisation of merchants in Sint-Truiden do? They organised a women’s day. Shops were open till 9pm on the 22nd of May, famous Belgian actors came to town for signature sessions and performances, shops organised special actions,…And 10.000 women invaded town. Friens of mine who live kilometres away from Sint-Truiden came to the city centre. In other words, the event was a huge success.

And why? Not only because the organisation of merchants knew the needs of women (almost every woman loves to go shopping with the girls) but they also found the right time and the right moment to organise an event for their target group. They found the exact trigger to have ladies come to town ànd buy stuff. Great!