December 17, 2010

The promise of experience

What if you threw a party and no one came?

Metaphorically speaking, that nagging question tiptoes around the subconscious of every communication professional tasked with marketing an event. (Or to be more precise: What if you sent emails and postcards and other materials to promote an event – only to have them overlooked or ignored?)

To negate that fear, communication professionals often reach for the remedy of repetition. Send out a lot of stuff, over and over, and enough people will see it and respond.

But repetition is only one part of the equation. There’s something far more important. It’s relevance.

Will this event appeal to me? is the question that surfaces in the minds of the people receiving those mailbox notices. Their filter is relevance. As they scan emails and programs, they’re evaluating the potential value of the event experience.

Ridiculously obvious, yes?

And yet, so many pre-event communications fail to paint a vivid picture of the experience.

The facts are all there – topics, people, logistics – but they’re typically presented as components. Here’s the name of the speaker and a bio. Oh, and a title of her presentation. But what will that speaker really talk about? What can the audience expect to take away?

Or: Here are some facts about the party. It will be fun. But what will that party be like? How will the ambience, food and other details make it a must-attend?

Your best chance to hit the mark of relevance is to go beyond informing — take a little time to help the audience know what to expect. Think how the audience will benefit, then gather and present the details that support.

Because your event marketing is much more than announcing an occasion. It’s communicating the promise of an experience.