GOOSEBUMP MARKETING

@michaelcacho

FOR EV E
N TS
GOOSEBUMP MARKETING IS

C R E AT I N G
E X P E R I E N C E S T H AT
CONNECT
E M O T I O N A L LY
WHY IS IT
I M P O R TA N T ?

• Emotional connections increase your

influence.

• Connect emotionally, and you have

thei...
WHAT ARE YOUR CLUB’S

VA L U E S
Y O U R VA L U E S D E F I N E Y O U R C L U B ’ S

VA L U E S

VOICE
VOICE
VOICE
VOICE
VOICE
VOICE
CHOOSE A LIFESTYLE

• People do not buy good based on the explicit benefits of the product.
• People buy the good to fit i...
“Generally, people buy products that are consistent with their
positive, or aspirational, image of themselves.”

–DEBBIE W...
IF I ATTEND
YOUR EVENT,

WHAT
DO I GET TO
SNAPCHAT?
A T O U C H P O I N T I S W H E N E V E R S O M E O N E E X P E R I E N C E S Y O U R C L U B I N A N Y W A Y.

TOUCHPOINT...
•
•
•
•
•
•

•

format of general meetings
office hour location
workshop topics
keynote speakers
membership tier titles
ch...
THIS IS A TOUCHPOINT!
CONGRATULATIONS

I D E N T I F I C AT I O N = D O N E

VOICE

LIFESTYLE

TOUCHPOINTS
I M P L E M E N TAT I O N :
PROMOTION

• Why should someone care about

your event?

because…
• “What would happen to my i...
I M P L E M E N TAT I O N :
EVENT PLANNING

• How will someone experience our

club’s “lifestyle” at my event?

• You must...
EVENT
EVENT

EXPERIENCE
FROM THE MINUTE THEY CHECK IN…
Make each attendee feel like a
VIP, make them feel
goosebumps

…TO THE MINUTE THEY COLLECT ...
Make each attendee feel like a
VIP, make them feel
goosebumps
Make each attendee feel like a
VIP, make them feel
# goosebumps
GOOSEBUMP MARKETING

@michaelcacho

FOR EV E
N TS
Goosebump Marketing for Events
Goosebump Marketing for Events
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Goosebump Marketing for Events

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Let's stop calling them events and let's start calling them experiences. @michaelcacho Brands Beyond Different Blog: http://michaelcacho.com

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Transcript of "Goosebump Marketing for Events"

  1. 1. GOOSEBUMP MARKETING @michaelcacho FOR EV E N TS
  2. 2. GOOSEBUMP MARKETING IS C R E AT I N G E X P E R I E N C E S T H AT CONNECT E M O T I O N A L LY
  3. 3. WHY IS IT I M P O R TA N T ? • Emotional connections increase your influence. • Connect emotionally, and you have their full attention.
  4. 4. WHAT ARE YOUR CLUB’S VA L U E S
  5. 5. Y O U R VA L U E S D E F I N E Y O U R C L U B ’ S VA L U E S VOICE
  6. 6. VOICE
  7. 7. VOICE
  8. 8. VOICE
  9. 9. VOICE
  10. 10. VOICE
  11. 11. CHOOSE A LIFESTYLE • People do not buy good based on the explicit benefits of the product. • People buy the good to fit into the society that is exclusive to having that product.
  12. 12. “Generally, people buy products that are consistent with their positive, or aspirational, image of themselves.” –DEBBIE WILLIAMS
  13. 13. IF I ATTEND YOUR EVENT, WHAT DO I GET TO SNAPCHAT?
  14. 14. A T O U C H P O I N T I S W H E N E V E R S O M E O N E E X P E R I E N C E S Y O U R C L U B I N A N Y W A Y. TOUCHPOINTS
  15. 15. • • • • • • • format of general meetings office hour location workshop topics keynote speakers membership tier titles choice of music at event • • • • fundraiser activities sponsorship package executive étiquette titles of executive positions titles of “members” IDENTIFY TOUCHPOINTS • • • • • • • membership signup method tabling event tickets method of payment for events e-newsletter Facebook Page sponsors, who are they? • • • • • coat check event greeter venue hot vs. cold food being served food being served on napkins vs porcelain plates.
  16. 16. THIS IS A TOUCHPOINT!
  17. 17. CONGRATULATIONS I D E N T I F I C AT I O N = D O N E VOICE LIFESTYLE TOUCHPOINTS
  18. 18. I M P L E M E N TAT I O N : PROMOTION • Why should someone care about your event? because… • “What would happen to my image if I don’t attend your event?” • “What experience do I risk missing out on?”
  19. 19. I M P L E M E N TAT I O N : EVENT PLANNING • How will someone experience our club’s “lifestyle” at my event? • You must integrate your lifestyle into the subtle significance of your touchpoints. • For a X-hour period, attendees need to be LIVING IN THE MOMENT of the night’s lifestyle you built for that event.
  20. 20. EVENT
  21. 21. EVENT EXPERIENCE
  22. 22. FROM THE MINUTE THEY CHECK IN… Make each attendee feel like a VIP, make them feel goosebumps …TO THE MINUTE THEY COLLECT THEIR COATS
  23. 23. Make each attendee feel like a VIP, make them feel goosebumps
  24. 24. Make each attendee feel like a VIP, make them feel # goosebumps
  25. 25. GOOSEBUMP MARKETING @michaelcacho FOR EV E N TS

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