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« Tracking Your Advertising, Old School | Main | Event Promotion: A Big Bucks Idea for Your Next Event »

Technology versus Just Event Marketing

Technology and its’ impact on people can be ironic at times. Too many people think technology is an instant fix to their business challenges. In my humble opinion, technology can enhance and drive good ideas, but it can’t manifest or replace well thought and well executed plans.

Two Choices
I have a friend who is trying to sell consulting services to a group of event organizers.  The two services my friend is proposing are a comprehensive marketing strategy package and ticketing technology that allows at home on-demand ticket printing. The ticketing technology is impressive to say the least. You can instantly and securely place an order for a ticket to an event and then print your ticket from the comfort of home. When you get to the event a scanner checks your home printed ticket and you’re in the event.

One Over the Other

The irony of the situation is that the event organizers want the ticketing technology but not the marketing strategy.  I ask the question of what’s more important, “The ability to buy tickets online or great event marketing to drive people to your event?” In the above case I believe that just event marketing is far more valuable than the cool technology.  I would think that it doesn’t matter how many tickets can be bought online if you can’t give people a good reason to show up to your event.

Yes, I’m a big technology guy. But I’m also rooted in the firm belief that technology enhances the work of hard working humans. Technology works best with a well thought out plan and forward thinking humans. Technology should be used to increase efficiency, not as a magic bullet. 

Quality First Example
One of the distance marketing programs I’m involved with relies heavily on technology for content delivery. The program uses live interactive video seminars (webinars) and high tech telephone conferencing.  Yet, for all the “bells and whistles” the strongest part of the entire marketing program is the content. Without great content the technology doesn’t matter.

Consider how web sites evolved over the years. Remember when a huge amount of businesses wanted Flash based web sites? Of all the businesses I know that changed their company web sites to flash, every single one returned to HTML based design.

Of everything that I’ve seen to date, there is no technology that can replace a well planned or well marketed event. If you’re going to use any technology in your event, make sure it enhances the great work you’re already doing.

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