Whether you have labeled it or not, you probably practice disruptive marketing several times a day. You are watching a movie and can’t remember the name of the movie star, so you ask Siri. You are in a meeting and you see a text about a special at your favorite restaurant and you click on it. Or you are working and your wearable device reminds you to get up and walk, so you move to the outdoors.
These are all examples of disruptions that are focused on getting your attention from the current situation to another (if only for a few moments) and then back to the task at hand.
How does this translate into the events industry? Strangely enough, very well! When presentations are boring or uninformative, what happens? People whip out their mobile devices to see what they have missed. Or they move out of the room. However, this same mobile device, plus the use of others, can bring new energy and participation into your meeting — much the likes you may not have seen in years.
Why Do Disruptive Marketing?
Disruptive marketing is more about a concept of how you deliver your event, versus the marketing of it. Used properly in the industry, it means you will design a meeting or event to match the demands of your current or prospective attendees. Using disruptive messages, your organization will either challenge the conventional thinking of existing attendees or speak to a completely new group of prospects, which ultimately means the ability to grow your event.
This change is not to be ignored; if you don’t engage in this methodology, your competitors will and this post is all about keeping ahead of the curve.
How Can You Use it at Your Next Event?
1. Get buy-in from speakers, sponsors and shareholders.
Ask presenters and sponsors specific ways they are embracing a disruptive marketing strategy. Have them show examples of what they will do at your event. Regarding shareholders, it is vital that they embrace these changes – and not with their teeth clenched – but fully understand this is the way the events industry is going to roll from now on.
2. Put the best of everything first.
Front load your days with great keynote speakers first, followed by the best of the best breakout presenters next and so on throughout the day. Remember attendees will peel off during sessions and during the day – this is the reality of the events world. It is better to deliver 50% of the message in the first few minutes, because dribble presentations are no longer effective.
3. Hire only captivating and interactive presenters.
Within the first 30 seconds of every presentation, the speaker needs to grab the attention of the audience. But realize the longest they can hold audience members is for 3-10 minutes without a disruption. That is why great presenters build in disruptions such as asking questions, fielding answers and encouraging audience members to work on problems together.
4. Embrace logistics agility through the use of technology.
Let’s face facts: at every large event, something changes or goes wrong. You have great presenters and lousy ones. Sessions get moved around or you have a number of last-minute sponsors you want to recognize. Attendees want to shorten the day and extend the reception time.
The examples listed above work well with video walls, digital signage and mobile apps and allow a true connection with your attendees on a real-time basis. This technology can allow you to extend more time to great speakers, repeat popular sessions on a whim, highlight room changes, showcase a Twitter wall and constantly poll attendees about what changes they want and when they want true. True agility at work.
Who Can Help Implement Your Disruptive Marketing Strategy?
Rentacomputer.com can of course! We can provide your organization with event technology rentals for conventions, trade shows, and meetings. No matter where your event is located, we can help achieve a disruptive marketing solution that really works.
