Last month I attended the International Council of Air Show’s annual convention in Las Vegas. During the convention attendees had the option of participating in numerous educational sessions. This year, one of the convention’s educational sessions focused on cutting edge event marketing trends. All of the presenters had a number of really great event marketing ideas. After the presentation, I spoke with a few of the session attendees. Their consensus was that the information being presented was highly informative, but the myriad of technological suggestions was mind numbing. The presenters suggested using Twitter, Facebook, MySpace, online video, etc. Have you ever had so many great options you didn’t know where to start?
The Danger of Having Too Many Choices
In today’s technology rich business environment, we tend to get caught up with too many choices. Every day the growth of high tech marketing options increases exponentially. I think event organizers get lost trying to find the latest and greatest technology to promote their events. Most people get distracted by shiny things (technology). You spread yourself thin if you try to integrate too much technology. You’re better off adopting one or two simple technologies into your event marketing. Get good at leveraging the one or two technologies before adopting something else.
Technology versus Systems
Too many event organizers and marketers start with technology and try to figure out a marketing system later. When you try to integrate the latest technology you tend to get bogged down in the minutia. This has happened to me on numerous occasions and it’s extremely time consuming. In the end you’re usually left stress out and with far less money in your pocket. You’re much better off finding a proven marketing system that easily integrates with the technology. The best technology option is the one that is easy to implement, brings you the greatest return on investment, all at the lowest cost. Remember to only adopt one or two pieces of marketing technology at a time. You might want to consider hiring outside help or getting a responsible college intern to integrate technology into your event marketing. Focus on the big picture!
When it comes to leveraging technology like social media, you’re better off taking a macro focus. A marketing system is macro. Technology is macro. Adopt a good system and then add the technological trinkets later. Master the technology trinkets one at a time.
Want to get more great info? Check out the articles below:
- Advertising and Marketing that Sells
- P.T. Barnum on Advertising
- Online Marketing Like P.T. Barnum (Part I)
- Online Marketing Like P.T. Barnum (Part II)
- Why Well Planned Events Fail
- Turn Your Event Into an Experience
- The Event Promotion System
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