3 Things You Should Know About Special Events

With a new year just around the corner comes the inevitability of a barrage of company events at the Consumer Electronics Show.

I don’t go to them expecting to be surprised; rather, it’s habit, mostly, followed somewhat distantly by the nagging fear (or is it hope?) that a host will actually make an event something that I shouldn’t miss.

It’s an opportunity that too many businesses don’t exploit, mostly out of habit, too. When you think of the time and money it takes to pull off gigs that are anywhere near polished, not to mention the ask they make of media attendees’ time and attention, it might make sense to ponder reasons to disrupt them.

Here are 3 things to consider:

First, events need to be necessary. It’s a powerful word, and it sets a threshold that many of the events at CES couldn’t even touch, let alone overcome.

Necessary means that there’s no way to communicate something via any other means. It requires that whatever will be communicated at an event isn’t just nice to know, but relevant and useful to the media in attendance, in ways that outweigh their investment of time to attend it.

Even more challenging, that utility has to be equally apparent to every individual in the audience; in other words, the content has to be so compelling and important that each outlet could use the same basic stuff, and not worry about appearing redundant.

Important stuff gets told via multiple outlets, so it warrants gathering them in the same room. Necessary means it’s important to them, not to you or your marketing strategy.

If your special event isn’t necessary, then it isn’t special, and it probably won’t accomplish what you hope it will…

Read the entire essay at Linkedin