Human beings make most of our decisions from the emotional center of our brain. And then our pre-frontal cortex (the logic center of the brain) helps us reaffirm that our decision was the right one.
We know this because scientists put people in scanners and watch the different parts of their brain light up.
But what does brain science have to do with your association’s event?
In this series of posts, we’ve been working through the 3 phases of event marketing. Each phase highlights a key attribute your event marketing plan needs: Emotion, facts, and urgency.
So far, we’ve covered the first phase, Inspire People. That’s the phase that targets emotion.
Today, we’re going to talk about the second phase: Reassure the Intent.
This is the phase that targets facts. This is where you need to communicate to people: You know how you felt a spark when you connected with our message? Well, here are the goods!
What Does It Mean to Reassure the Intent?
Reassuring the intent simply means filling out the rest of the picture for potential attendees. You’re giving people what they need to confirm that registering for your event is something they must do.
This is the phase of marketing where you craft messages that answer questions like:
- What will I learn?
- Who will be there?
- Who are the speakers?
- What are the highlights?
- What are the big reasons I don’t want to miss out?
We find that these are the questions associations usually want to start their marketing with. They want to lead with facts. Throw all the bullet points and all the checklists at people right away. It can be difficult, in Phase 1, to stay higher level, to find the deeper reason, the emotional hook.
But now, in Phase 2, you’re released! Let the facts shine! If you’ve done your job in the first phase and found the inspiration to hook attendees, this phase can feel a bit easier.
But don’t let that fool you.
Be Sure To Communicate the Value Proposition
We came across a study that another marketing agency did that found that only 13% of associations surveyed said they had a compelling value proposition.
Coming up with a sterling value proposition and knowing how to communicate it has always been a challenge for associations. It’s like answering an existential question: It’s hard to do and you’re so close to it that you often can’t see if you’ve truly answered it.
Reassuring the intent is an uphill climb if you don’t know the value proposition for your event. So before you start listing bullet points, do some work around crafting it. (If you’re struggling, we can help.)
Case Study: How We’re Doing It
We’re helping a long-time client market an exclusive executive management program, called Shaping Innovation Leaders (SIL).
In our last post, we talked about how we found the inspirational thread, using the idea of “elevating” as our emotional hook.
For phase 2, it’s time to focus on the facts.
Reassuring the intent is about hitting people in the logic center of their brain. It’s when concepts like “reputation” and “expertise” matter. That’s why we’re creating messaging around the fact that one of the nation’s most trusted business schools is a major partner for the event.
We’re designing various print and digital pieces that highlight specific course content and offer case studies. We’re also talking in-depth about the high-caliber individuals who will be there as participants, creating a sense of FOMO so that potential attendees can see themselves among this crowd.
Remember, people read 30% or less on the web, and slightly more in print. Design and messaging matter just as much now as they did in the inspiration phase.
Your marketing can’t become a Wikipedia page, dry and factual. You’re still jockeying for people’s time, and you have to give them a reason to listen to you.
Reach out if you’d like to talk about how your association can best reassure the intent. Or if you’re still chewing on how to find the inspiration, we’re happy to talk you through as well.
Rottman Creative can help you cut through the busyness with new marketing formats and technologies. Let’s chat.
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