To help customers, event managers need to host a solution (event) that highlights the target markets need to improve, whether its sector knowledge, making new friends, integrating new trends through marketing or entertaining their target audience in new ways. Sometimes we have to highlight the requirement to improve by placing an idea into their heads, turning this new found recognition into an urgency to better their business or personal development.
The process we make to attend an event is as follows;
1. Realising the need to fix a problem.
2. Research into the ways on how to do so.
3. Comparing the alternative options.
4. Documenting the behaviour of audiences deciding to attend.(Peer influence and opinions play a huge part in this).
5. Reviewing the experiences gained from doing so. (Whether it was a positive or negative experience, deciding any future action with the event and its management. Do we estrange ourselves or stick with them?).
This structure is then edited by event managers to create a marketing initiative suited to the process of a decision maker, which is why social networks have become our best friends.
The power of technology for marketing hasn't gone unnoticed, but what we tend to forget is how much websites control and consume our information;
· We create multiple online profiles throughout the internet because websites ask us to, casually sharing our entire identity with strangers. Our occupations, salaries and personal information are no longer a secret.
· We target the search behaviours of our audiences because the internet documents them. Interest based targeting through cookie capture and questionnaire data on websites ask us for detailed information which is then published where marketers can track them.
· We optimise our websites with user search terms to suit growing trends relevant to our sector, because we can no longer research without Google, Bing or Yahoo.
· We listen to social opinions of strangers who claim to be- and sometimes are- experts. Their opinion and social status becomes more important than our own decisions!
Our social networking personas tell the world what we are looking for. We pour our groaning into statuses and make people jealous with our constant stream of social updates including images and videos. We brag, and this makes it pretty easy for marketers to find, analyse and pester us.
Our communities are made up of people who have the same interests as us and although we can very easily - and still do - search for an event that suits our notions, we are personally invited to events by our peers through social networks such as Twitter, Facebook and LinkedIn. Trends and feedback now come to us in realtime, whether those experiences are a good thing or not.
How has this changed our attending behaviour?
Technology has given us the ability to ensure upcoming events are sector or socially worthy. Event feeds populate the web, influencing our ideas with extensive content which helps us compare multiple event options before we make the decision to attend. We skim through the comment feeds and attendant lists of online registration sites and also search into the past of event organisers and hosts through search engines.
· YouTube allows us to watch past events, gaining personal reviews of events from the online social public whilst also compiling our own thoughts based on films.
· Facebook allows us to follow venues and promoters who host those events we are interested in, meaning we get personal invites to events as they appear.
· Twitter gives us the chance to follow those we aspire to be and like, giving us a live feed of what they are up to, where they are and how they came to succeed. But Twitter also gives us the ability to manage issues in the real world, hash tagging our thoughts and events into the trending, following world.
But social media isn't the be all and end all as blogs review those events that make an impact on the real world, with articles showing up in our Google search results. They deliver an emotion to the information seeking public, deterring our thought process to become more analytical. This means that expert opinions and peer incentives are even more relevant for event managers when deciding to make your event stand out because finding an alternative has become very easy.
Blogs are our idea outlets. Their sour reviews amplify our cognitive dissonance which needs to be avoided if you wish to be an imperatively savvy event professional. The slander of a particular event could leave you with a lack of attendants. The event management company, host and venue could also be at risk of becoming socially downgraded with the disappointment of those attendants.
Event Manager Tip
The best way to win mass event appraisal is to invite sector bloggers to your event. It will drown out the competition as your event will occupy their web feeds.
To summarise, our exposure to the technical world has risen new user opportunities. Event managers now have a competitive advantage as we know where, what, how and who our target market attendants socialize with, thanks to the open world that is digital networking, we know where you are and how to catch you.
If you require help with Product Launch development, contact us here http://theeventbusiness.co.uk/event-marketing-organisers-uk/product-launch-uk/
Get your audience to attend your product launch event!
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