Something for everyone â€” itâ€™s a selling proposition that many meeting and event marketers use in their promotional efforts. The logic is simple: By letting every prospective attendee know that theyâ€™re sure to find some kind of education that fits their professional learning objectives, more of them will register, right? Not necessarily. Sarah Robb Oâ€™Hagan, an entrepreneur and the marketing brains behind major global brands â€” named to Fast Companyâ€™s â€śMost Creative People in Businessâ€ť list â€” believes organizations can benefit from narrowing their audience-acquisition efforts. Robb Oâ€™Hagan will share her insights during a Main Stage presentation at the PCMA Education Conference in New York City in June.
â€śDonâ€™t be afraid, when youâ€™re thinking of creating agendas and experiences, to be exclusive,â€ť Robb Oâ€™Hagan said in an interview with Convene, to be published in the April issue. â€śWhat I mean by that is sometimes I think when weâ€™re creating marketing ideas â€” certainly employee events or consumer events â€” itâ€™s easy to want to appeal to everyone and make sure everyone has a great time. But sometimes when you do that, you make the experience less memorable because youâ€™re trying to appeal to everyone.â€ť
For example, consider how an organization might approach educational development for a conference. If the aim is to make sure that attendees will visit a trade-show floor or meet with suppliers on site, it can be tempting to add dozens of programming tracks and hundreds of sessions that cover every topic and trend that might be on a prospective attendeeâ€™s mind. And the â€śWhy You Should Attendâ€ť section of the meetingâ€™s website reflects the everything-under-the-sun approach to education, too, in order to attract every type of professional from every type of company and every generation.
As you look ahead to your next event, think about how you can define your offerings with a smaller, niche audience in mind. â€śWhen you design something with such specificity,â€ť Robb Oâ€™Hagan said, â€śit has a much stronger and more breakthrough point of view that brings others along than when you try and appeal to everybody.â€ť Her perspective seems especially on trend in the era of personalization. As customers see more online messaging that caters to their specific attitudes, they donâ€™t want products, services, or experiences that are designed with their peers in mind. Instead, they want them to look and feel like theyâ€™ve been crafted and curated with one end goal: to satisfy their individual needs.
Interested in more insights from Robb Oâ€™Hagan? Click here to register for the PCMA Education Conference from June 11â€“14, and be on the lookout for Conveneâ€™s full interview next month. Until then, visit Robb Oâ€™Haganâ€™s official blog for tips on transforming your career.