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The Power of Driving Action

The Power of Driving Action

Keep an eye on your ultimate goal

Does your event drive action? Does the experience you create truly inspire audiences to get up and do something meaningful? And what is meaningful for you and your audience?

To answer these questions, you must precisely define what you want your audience to know, feel, and do. THAT is what driving action is all about. And that is why face-to-face marketing is so powerful.

And yet, it’s hard work. Inertia and the status quo will always be easier. Your challenge, therefore, is to create a powerful, purposeful experience that will compel your audience to take the specific steps you want.

Being tightly dialed in to your audience is the first step. But even within a single audience, there may be surprising diversity.

Consider, for example, a business-to-business (B2B) company with a three-year buying cycle. Prospective customers at different stages of the cycle will have very different needs. If the company focuses its messaging only on buyers at the tail end of the cycle, they risk ignoring a significant portion of their audience – people who might have been willing to take action, if only the message had been relevant to them.

The key is to make an impact in a way that fits your audience. One of our clients – a restaurant chain with thousands of franchisees around the world – frequently needs to drive these franchisees to make a particular change. The change could be anything, from new product launches to new equipment upgrades or technology improvements. To drive these changes throughout the franchisee community, the company could turn to traditional communication channels. However, it could take months or even years for the message to disseminate and the change to be realized. Instead, their short-term objective is to shorten this overall timeframe of change, so they can ultimately achieve their long-term goals more quickly.

To accomplish this, they can make an immediate impact by bringing everyone together and creating a physical, personal environment that sets the stage for the action they want. In this way, the face-to-face environment allows the company to accelerate the time required to drive action, condensing a timeframe of years down to mere days.

Of course, the real point here is that it’s not just about driving action. It’s about moving forward. In business we often say that if you’re not changing, you’re stagnating. I believe that if you’re not differentiating, you’ll never rise above the noise. For our restaurant client, it would certainly be easier to simply hold the same event year after year. But this would be a slow death pulling them into a mire of mediocrity. Instead, it’s critical to seek out new ways to set yourself apart.

You do this by listening to your community. Action can be a two-way street, and empowering your audience to drive action back to your organization can produce astonishing results. By using the live event space to ask thoughtful questions, you can find out where the blank spaces are – those areas that are important to your audience yet unfilled by you or anyone else. You can then leverage that insight to do something unpredictable, say something unexpected, or solve a problem in a way that no one has ever thought of before.

Do this well, and you’ll be seen as an innovator capable of driving meaningful action that makes a difference.

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