In The Purple Cow, Seth Godin famously writes, “Stop advertising and start innovating.”
Everyone is advertising their brand, their product, their event, etc. Your attendees hear and see thousands of Facebook ads, Google banners, and sponsored Tweets every day. You need to cut through the noise. You need to be different.
“Creating unique and personalized content is the only way to authentically target event attendees.”- Rachel Bogin (@CityEventions)
When Zynga, a social games developer, was assigned a difficult Friday evening time slot for their first NewFront conference presentation, MKG helped them stand out.
“We knew we’d have to do something special to break through the clutter, and get the right type of guests. We sent out 50 custom-created VIP invitations to make some noise. Our cheeky ‘Deluxe Hangover Kit’ was sent to agency VIPs, and came stocked with hangover essentials to make sure their staff was ready to work after the effects of our party. The strategy was to be unique and make our guests smile before they ever stepped foot through the door.” - Dani Skollar (@DaniSkollar), Marketing Associate, MKG
It is much easier to plug your information into established marketing strategies than it is to imagine new outlets and develop innovative conversation-starters, but what worked yesterday is yesterday’s news. Don’t only think outside of the box – demolish the box. Give people something to buzz about.