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| The Original Wooly Willy and his magnetic personality |
Often marketer create events to bring prospective customers together. They can range from more academic-style presentations to more relax party like atmospheres. One thing I have found is that to achieve success, they require some magnetic pull.
A magnet works by using its ability to pull ferrous objects toward it. If you have some paperclips on the table, the magnet pulls them in. In marketing, the same natural occurrence happens when you have an individual or group of people that pulls the audience you want to reach toward the magnet.
A marketing magnet isn’t always a celebrity whose well-known outside of your business. Most businesses can’t afford to bring Jay Z or Bill Clinton to their events. Finding someone who works within your category and has status can be beneficial at both filling the room and bring potential customers closer to you. They don’t have to be universally loved and sometime controversial speakers can also help create the buzz you need.
If you are creating a new event for your organization, ask yourself these questions:
- Is your brand strong enough to pull new customers toward you?
- Do you need a way to amplify the pull so that you are attracting more of the right target?
- What industry celebrity exists who might be willing to participate because it could benefit them in marketing their own services or a new book that are promoting?
- Can you justify the extra expense that you’ll incur by adding a magnet to the program?
- Can you risk an internal failure if your event attract far fewer customers than everyone expects?
- Are their local celebrities who may not work in your industry but would be more affordable and do they have an element to their personal brand that is harmonious with yours?
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