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| The Original Wooly Willy and his magnetic personality |
Often marketer create events to bring prospective customers
together. They can range from more academic-style presentations to more relax
party like atmospheres. One thing I have found is that to achieve success, they
require some magnetic pull.
A magnet works by using its ability to pull ferrous objects
toward it. If you have some paperclips on the table, the magnet pulls them in.
In marketing, the same natural occurrence happens when you have an individual or group of
people that pulls the audience you want to reach toward the magnet.
A marketing magnet isn’t always a celebrity whose well-known
outside of your business. Most businesses can't afford to bring Jay Z or Bill Clinton to their events. Finding
someone who works within your category and has status can be beneficial at both filling the
room and bring potential customers closer to you. They don't have to be universally loved and sometime controversial speakers can also help create the buzz you need.
If you are creating a new event for your organization, ask
yourself these questions:
- Is your brand strong enough to pull new customers toward
you?
- Do you need a way to amplify the pull so that you are
attracting more of the right target?
- What industry celebrity exists who might be willing to
participate because it could benefit them in marketing their own services or a
new book that are promoting?
- Can you justify the extra expense that you’ll incur by
adding a magnet to the program?
- Can you risk an internal failure if your event attract far
fewer customers than everyone expects?
- Are their local celebrities who may not work in your industry but would be more affordable and do they have an element to their personal brand that
is harmonious with yours?
Social Currency
Events are powerful opportunities to connected with perspective clients. Social currency is important and people want to go to events that attract the right audience. (not necessarily the most people). Can you use the leverage of a magnet to help you bring customers closer to you?
What magnetic personality are you planning on using for your next marketing event?
Note: When I am not using magnetic powers attract an audience to an event, you can find me writing and unraveling some of the mysteries of marketing. Why don't you sign up and come along for the journey.
Labels: Event Marketing, Human Magnets, magnetic personalities, Marketing Moments
