Why "what is it?" is deadly for events
Today, I began thinking about the following passage from a recent email:
"I believe so firmly in my first-time event advice that I rarely take a new client who doesn't have at least 5 events under their belt and 5 years of event financials. The only exceptions are in niche markets where I can provide a tested and proven blueprint for success. A big key: Those niche events also have other events with a proven market and track record. Not a market that needs to be created for the event."
It's imperative that you focus on the last two sentences from above. Especially the last one!
Because if you must create a market for your event, you're setting your event up for near certain failure. Even before it begins.
Think about it this way. You are going to have to spend your precious marketing dollars trying to tell people "what" your event is/does for them. Then, IF they understand the "what," you're going to have to convince them "why" they should attend your event.
This isn't to say that it can't be done, but why stack the deck against you and your team?
My recommendation is finding an event type that has already proven to work. e.g., Beer festivals and ethnic food festivals. Both are known event formats to many people, and a target market already exists. Therefore, you don't have to spend money, educating the public on "what is it?" regarding your event.
To be clear, I'm not suggesting you hold a beer festival or ethnic food festival as your next event. But you should ethically cheat by modeling and borrowing from other successful events.
Check out the post on modeling titled, "Hookers host . . . Wine Tasting event."
Does the above advice make sense?
Let me know! It's a critical concept to understand if you desire event success.
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