An Audience of One
Times are a Changin’ — and Planners Must Too
by C.B. Wismar | Published in August 2006 Focus on Event Marketing
In sometimes subtle and sometimes very dramatic ways, we have become an empowered people.
Post-World War II photographic images showing a sea of tract homes introduced an era where millions watched one of three television channels, bought one of a dozen cars and used one of five kinds of toothpaste. It became the age of mass marketing, and the notion of “one size fits all” became an attractive communication and production goal.
All of that has slipped into ancient history as rapidly evolving technology spawned choice and we have come to expect the opportunity to customize, self-select, TiVo, modify and create in most every part of our lives. We live in an age where consumers control and select their own digital communication from an ever-expanding menu. From an audience of many, we are now members of an audience of one.
The recent television advertising “up front” market — where advertisers get a first look at the new fall program season and decide where to wager their advertising dollars — was a clarion call to how much popular culture has changed. Merely buying a 30-second spot in a hot new sitcom is not going to be enough. There must be an interactive, online component so that the sponsor has the hope of reaching out to the individual in his or her family room to personalize the message, engage the consumer and influence the sale.
Individual. Personalized. Selection. These are words that have historically not found much traction in the events industry. But that, too, has changed.
People comfortable voting for their favorite contestant on “American Idol,” casting their electronic ballots for all-star teams and downloading individual songs onto their iPods are becoming proactive designers of meetings and events. In a very short time, the word “participant” has had its definition changed from one who sits numbly in endless sessions staring blankly at the stage to one who determines which speakers, which topics, which issues and which exhibitors will be part of his or her event experience.
Sessions are being selected and eliminated. Topics are being initiated or modified. Seminars are being accepted, rejected or sculpted not only by event planners and organizers, but by participants. True participants.
The initiative to reach out to members of a potential audience is not without risk. Simultaneously, it is not without the potential for considerable reward.
Overcompensation and overreaction to trends can lead to that thoroughly horrific experience commonly known as “letting the inmates run the asylum.” In no way has the organizer or planner abrogated his or her responsibility. What has happened, in the simplest of terms, is that the dialog has begun. Once started, messages solicited and heeded, the end result should be a positive and fulfilling one.
The best model for marketing is one-to-one. One message delivered in a customized fashion to an identified and acknowledged individual.
The future of event structure and success is also one-to-one. It is a rapidly approaching future in which participants are able to communicate their interests, their expectations, their pains and their wishes to planners and producers who can — and must — offer events that deliver on those expectations.
Over a decade ago, an event organizer offered up a full program of educational sessions as part of a burgeoning new industry conference. In most cases, sessions offered on day one were also offered on day two so that participants could build schedules with choice and flexibility.
At the conclusion of the first, seemingly successful day, the organizer settled wearily into a chair, only to be met with a group of truly angry attendees. It seemed that one recently concluded session had not gone well. The presenter was ill-prepared. The dialog in the room was non-existent. The announced subject matter had been brashly ignored in favor of a self-aggrandized ramble that provided no insight and even less motivation.
Confronted with the ire of the small mob, the event planner made three critical decisions. First, the complaining registrants received a partial refund on their conference fees. Second, the planner sought out an alternate presenter who had a reputation and sufficient knowledge to meet the expectations of the next day’s attendees. Third, and most delicate of the actions, the planner sought out the first day’s presenter and excused him from his duties for the second day. The audience had spoken.
Bold? Yes. Daring? Perhaps. Risky? Very much so. Essential? Absolutely, in a way that with real prescience anticipated a day of technological sophistication and individual choice that respects the individual attendee and crafts programs to meet expectations.
That would be today.
The day of “command and control” events is rapidly fading. The day of mass customization is at hand. Planners, producers and organizers can embrace the opportunity to craft memorable events that satisfy the expectations and ambitions of an empowered audience or sit idly by, thinking about the way things used to be, watching the parade pass them by.
About the author: C.B. Wismar
C.B. Wismar is vice president of event marketing for Carlson Marketing.
Contact: cwismar@carlson.com