Backgrounds and Problems
Draw attention and engage with your audience. These are the main challenges professionals of the events industry have.
With so much to pay attention to, why should someone pay attention to you or your brand?
A famous quote by Steve Rubel of Edelman says that “Attention is the most important currency that anybody can give you, it’s worth more than money, possessions or things.”.
This is a fact, by gathering attention there is a lot to grown on. Without it, you’re just throwing money away, so make sure whatever you have in mind as an engagement solution is the right one for your type of audience and the objectives you’re trying to achieve.
The problem with gathering attention, is that you are not competing only with other brands or solutions inside the same event as you. In fact, some events are organized just for your brand. The problem is that attention is divided between your event, your particular solution inside the event and pretty much everything else. And there is only so much attention that an audience or someone can deliver, that is why is a very valuable currency. People have a limited amount of it.
But, you catch a lucky break and you actually get some attention, what then? Then a crucial concept come into play – People expectations. People want to be amazed and experience unique sensations. That is ok, but what if what you think is great another person thinks its boring?
Gladly there are some guidelines for all of us to follow, they might not guarantee 100% positive engagement but they will get you close.
Drawing attention and keeping engagement is all about achieving a positive attitude, interact and staying relevant. By doing this, you will get people to engage with you and your brand and the more people you engage the more attention you’ll get.
Think about meaningful interactions and solutions that will allow activities in a group or allow achievements to be sharable.
Allow for participants to earn rewards, being physical or experiences. They will take the brand with them after a meaningful interaction.
Forget about dopamine
Anticipation, Motivation and recognition, that is what makes a person go.
The prospect of achieving something and being recognized by doing it will make someone want to interact with your brand. People want to fell rewards and achieve goals.
Now imagine if you throw in something stimulating and unique into the equation. That would be something that exceeds expectations and so it will bring more attention. Unique and custom crafted solutions to make your audience go WOW and talk about it.
The goal is to be able to identify what makes your specific audience tick. The use of rich media is often something that most people will positively react to. Create that special feeling for your audience, and they will repay you with attention.
There is no magic formula to draw attention to you or your brand, but there are some guidelines to make sure you achieve the most of your campaign and get as close to your goals as possible.
Deliver a solution that interacts with you audience in a way they find interesting. They will crave with anticipation to able to participate and to be recognized as participants. Attention is not only a currency but also a mind engraver.