Event Launch Strategies

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Each event is a brand - Part II

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This post is a sequel to my previous rant on the importance of building your event’s brand story. This topic is so important that I can’t stress it enough. A lot of people still don’t ‘get it’, so I thought I’d discuss it in a little more detail.

I see this mistake over and over again: People think that when they’re doing a launch the story is about them. They are WRONG! The story is always about their PROSPECTS.

This is something you have to get right. I’m going to walk you through the process of getting to your prospect’s story and tying it with your launch story.

I’m sure that this probably sounds all hippy-groovy granola right? Trust me it’s not - this is critical stuff and it’s all about creating a crushing event launch for you. In fact, this could even be the single leverage point that changes everything.

The first step is to truly understand the value of your product or service. This will involve answering questions like… “is it really useful?”, “who can benefit from it most?”, “how is it different from other options that already exist?”.

Next, based on the value, imagine the ideal prospect that can benefit most from your product or service. Marketing folks also call this step “brand personification” - but the idea is simple. If the brand of your product or service was a person, what would he/she look like and how would he/she feel. Understanding your market is key to being able to communicate with them effectively. Put yourself in their shoes.

Once you understand your ideal prospect’s story, link that story to your brand’s story so that its a perfect fit and see the magic happen.

Simon U Ford (SUF.EDBD)

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  • Simon, I could never characterize this as a rant since it's so informative (as usual). Ah... okay, the story isn't all about me. It may have me as the main character but it needs to be crafted in a way that draws the reader into the story as a character interacting with me or in my place. It's beginning to make even more sense!
  • So from what I gather here it is about who is my prospect and how can I help them. What is it that I have or be that would be the best for their needs. Be crystal clear on that , listen and then connect the dots.
  • Geary Morales
    Event Launch Strategies: Each Event is a Brand: The importance of developing your "core story" that speaks to the heartfelt needs and desires of your target audience, is indeed the essence of compelling that audience to want to listen to your product or services benefits and features that serve them.

    It's all about powerfully answering your target prospect's "What's in it for me" questions. Do that, and you are on your way to getting their mindful attention.

    In order to answer their questions, you must first do the research to find out what they truly want and desire. It's all about them!

    Geary Morales, Milwaukee, WI - USA
    http://thebookofproverbsschoolofwisdom.blogspot...
  • Great post, Simon!

    To help my clients refocus and re-energize their marketing, I create a "marketing mantra" based on what they tell me is most important, or existing materials. These two- or three-word phrases express what's unique about their business (or event) so they can move more quickly on to the steps you describe. Recent clients use mantras like "true for you" (financial consultant) or "caress the details" (fine custom cabinets).

    Not only does the "mantra" make it easier for them to keep their USP in plain sight during the day; it gives them a concise theme for all new marketing materials, and makes it easier to decide if a potential campaign, partner, or project will advance the cause. It also helps them keep the focus on customer benefits rather than "features" of their product or service, and limit self-serving statements that are only interesting to the writer.
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