MAXIMIZE THEIR JOURNEY: A Series for Event Marketers
An introduction into meeting needs and deepening attendee engagement during brand experiences
What if we could decode the attendee? Figure out their wants, their needs, what makes them tick and their expectations—even before they do. With the help of famed psychologist, Abraham Maslow, and his “Hierarchy of Needs,” creating powerful and engaging brand experiences just got a little more certain. Sounds too good to be true, doesn’t it?
Well, thankfully, it isn’t.
There are certain inherent needs to live within all of us. We all want to be fed, to have shelter, and to be safe. In short, Maslow argues that all of us must have a few basic rational needs met before we open ourselves to more emotional triggers like friendship and love.
What does this have to do with events, brand experiences, and attendees? Surprisingly, more than you think.
Throughout this series, we will explore the different ways to map an effective journey so that attendees’ needs are addressed and their wants are met, leading to deeper engagement. So let’s get started!
START WITH A QUESTION
Through a mix of excitement and uncertainty, an attendee's arrival at an event is often met with a variety of questions that, if left unanswered, can affect their experience in ways none of us want or intend. But by putting ourselves in their shoes and asking “What do my attendees need?” we begin to uncover the answers to success. But how?
LISTEN AND LEARN
Today, it’s never been easier to get in the minds of an attendee. Posts, tweets, and shares give us a valuable look into the hopes, thoughts, opinions, and frustrations of everyone we know. From cat memes and dinner plates to customer service wins and losses, many of us put our worlds on display for the digital universe to see. Listening to these statements, declarations, and conversations can unlock a host of hidden opportunities that can drive future successes and allow us to address wants and needs on-time and in real time.
GIVE THEM WHAT THEY NEED
From guidance to growth, connections to recognition, we can more effectively and efficiently map the attendee’s event journey and deepen engagement at brand experiences if we become more aware of what makes them— and the rest of us — tick. Self-actualization is more than psychological theory. It’s a roadmap for the attendee’s heart and mind.
Throughout this series, we will explore the different ways to map an effective journey so that attendees’ needs are addressed and their wants are met: from guidance and value, to connections, achievement, and growth.
For more thoughts on how to map the journey of attendees, on time and in real-time, download our insights paper.
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VP, Strategy International
Whether at the country, industry, or audience segment level, she specializes in delivering holistic event portfolio plans and creates strategies that go above and beyond clients’ needs. The brain force behind many successful digital and social media campaigns, Niru keeps a finger to the pulse of...read on