If you watch this video and find yourself nodding, smirking and coming to the crude realisation that this fictional guy represents your business, then you have a reason to be well and truly ashamed.
While this video may be mocking an old school mentality, it is a sadly somewhat accurate reflection of the approach some organisations use to promote and sell their events.
So what should you do if you identified in any way with the video?
If you are a Business Leader…
Understand that the reason why attendance at your events is declining is fundamentally due to the following:
- Everyone is jumping on the event bandwagon, including your former colleagues, media publishers, associations and your former sponsors
- Everyone is using the same approach you are taking meaning even more noise
- Potential attendees know they can get the same place at no cost 4 weeks before the event, based on previous experience
What to do:
- Really nail what exactly your event proposition is, and how it sets you apart from your competitors
- Cold calling is not OK under any circumstance, and is also very costly with little ROI. You can save money by adopting a content marketing approach and inbound marketing (just ask your marketing guys about this if you’re not sure of the terminology)
- If you have previously held events, then you have a community ready to be tapped into. They have handed over their hard-won cash before so treat them with respect; show that you care and add value outside the standard "come to my next event"
- Take your team on an away day and really delve into their views and what they think could or should be done differently, you’ll likely be surprised at the sheer brilliance of their ideas (and may feel slightly sheepish at never having asked before)
- Take action on whatever the outcome of your away day is. Make notes, assign different team members to new initiatives and don’t let the momentum run out
If you are a marketer…
Take the lead and be an agent of change!
Realistically if you don’t take the lead and do something radical for the business, no one else will. It is highly likely that when your boss is fired or he realises that something drastic needs to happen, he will hire someone above you to tackle the job that you are supposed to do, making your position almost redundant.
Start looking for another job, there are plenty of opportunities around
If you don’t take the lead in this scenario, it might be time to start looking elsewhere. You will find yourself doing the same thing again and again and finding the experience monotonous, repetitive and mind-numbing. Trying tirelessly to make an impact with your marketing by simply making more noise or doing more of what does not work will not help either. You are far better off working in another organisation where you will have the opportunity to learn something new about cool and innovative ways to engage with marketing.
Seriously, it is not funny…
The solution to generating more sales for your event is not simply increasing the number of activities that you currently do. Times have changed and the old tactics reflected in the video above are so yesterday, and for good reason.
If the video resonated with you in any way, it is time to assess your current approach to your events.
Image credit: Cardopoli
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