For far too long, event marketers have made it all about us — touting show statistics and features in generic value propositions written years ago. But “me time” is over. Now it’s all about the power of one little word — you.
What They Want to Hear
Recently Delta Airlines CEO Ed Bastian sent an email to millions of loyal customers; a message that has received phenomenal feedback. Instead of focusing on its own woes, Delta concentrated on — you guessed it — the passenger. Repeatedly using “you” and “your” throughout, the email made customers feel seen and heard. And in the end, it’s that feeling that’s going to resonate with their audience.
A good value proposition focuses on the needs of others, expressing empathy and authority in what feels like a subtle mix between a slogan and a mission statement. It should sell your event as the place to be, but not with a list of features. Rather, your statement should blend attendee wants and needs with your solutions and benefits.
Look to trade publications or past event surveys to find topics and weave those into how your event offers the solutions — ideas, tools, technologies — to these issues.
Remember, it’s about helping potential attendees tackle day-to-day issues. When they believe you can help them find a resolution, they’ll rush to hit the register button.
The best value propositions keep it simple. This means clearly defining your product (i.e., event) and avoiding technical jargon or convoluted language. Afterall, if you don’t directly tell a prospect what they’ll get out of something they won’t know.
A great consumer marketing example is Slack. “All the features of Slack work together so you can, too.” With remote working skyrocketing, it doesn’t get much more compelling than the idea of everything — and everyone — working seamlessly. They created the feeling that if you weren’t on Slack, productivity would suffer. It worked. Today Slack lists some of the nation’s largest retailers and companies as clients.
The best way for event marketers to create FOMO is to keep value propositions fresh. While inspiring keynote speakers and popular entertainers might excite those already familiar with your event, most true prospects will prioritize information that demonstrates how an event will benefit them and/or their organization.
Drafting a new value proposition year-over-year is critical to fighting the perception that your event never really changes. Avoid this by including timely information that proves, from the start, that your event cannot be missed.
There’s No I in Team
Even the most talented event marketers alone cannot create an incredible value proposition. They need event professionals — from leadership to operations to education — to be part of the process. Without the right information, event marketers are forced to rely on worn out phrases that won’t stick with prospects. Early, and frequent, communication is the key to value proposition success.
Attendee Acquisition Roundtable
October 13, 2021 | 8:00am – 4:30pm (ET)
Discover new ways to find, attract, and retain attendees to grow events in the era of COVID-19. Take-away exclusive attendee marketing research and best practices you can use immediately. Make valuable career connections with a small group of forward-thinking executives, managers, and marketing professionals.