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« Event Marketing from the Magazine Rack | Main | The Danger of Too Much Event Marketing Technology »

A Guitar and Event Marketing

During my previous magazine adventure I purchased the current issue of Guitar World. The February 2009 issue of Guitar World features Eddie Van Halen. Eddie is one of my all time favorite rock guitarists. He bridges the gap between music and emotion. The article and DVD feature are about Eddie’s new guitar. As Eddie puts it, “This is the culmination of my 35 years with Guitars!” On the surface the article and video are pretty straight forward. Below the surface the feature is another great example of positioning and psychological influence. It’s like an infomercial no over sales pitch. If you’re a guitar enthusiast or aficionado, it’s hard not to get through the feature without saying “That’s pretty cool, I’d like one of those guitars.” And that’s the point. I’ve included a YouTube link to the featured video below:

Eddie's New Guitar Video


Connecting the Dots
You might be asking, “What do guitars have to do with marketing and promoting events?” In my humble opinion, a great deal.  The feature on Eddie Van Halen is a superb example of building psychological value around a product or service. You should be doing the same with your event. In the video, pay attention to how it’s not just Eddie talking about the guitar. The people in the video have nothing but good things to say about the guitar. They might be getting paid to say that, but they people come off fairly authentic and genuine. The video is a great example of social proof. If you think something is great, that’s one thing. If other people think what you have is great, that’s far more powerful. The article and video make you want to buy the guitar.

Use the Idea for Your Event
The same overall process can be used to promote your event. You have something (an event) that will bring people value or joy. Do an interview and get a few people involved with your event to give insight. Recording the interview session and turn it into an article or video. Use the event article and video for your own event promotion and marketing. 

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