Remember who your event is for.
Katrina 20 Event Musings. Keep your audience top of mind.
I’ve been around several events lately where it felt like the events were not for me, or for the people attending period, for that matter.
Events 101. Events are a use of time and money, which if people choose to come to yours, you must understand that it is an investment that they have willingly chosen to make in lieu of literally anything else.
People choose to come out of their homes/workplaces to events because they are seeking the promise of what you’re offering. Note that instead of attending your event, people could watch TV, scroll on social media, spend time with loved ones, sleep, work or quite simply do nothing.
But, when people choose to come to your event, show them you appreciate them by serving them. Whatever you promise, deliver. If you promise a variety of food options, have a little of something for everyone. If you promise that once they leave, they will learn something new, be sure to teach them just that.
As an event producer since 1998, I’ve worked on a range of productions spanning Broadway, amphitheatre tours, music concerts and branded client events, and one thing I know for sure is that getting people to pay with their time and attention is work. If you actually get someone to show up at your event, show them your respect & appreciation by giving them something they can feel and will remember.
On Friday, Aug 29, I attended the K20 Day of Remembrance event by the Hip Hop Caucus, and I felt seen, loved on and experienced a day I will never forget. The event was for the people, by the people and featured a relevant roster of speakers who cared, and the event was in one of the hardest hit communities in New Orleans, the Lower Ninth Ward. Many people who live in the Nine (as we affectionately call it) feel overlooked, just as during Katrina. So, having an event which included respected leaders, community and civic, elected officials and performances, a second line was a powerful and well thought out event offering. And all of this was done in front of a beautiful and touching memorial wall created by B-Mike and The Eternal Seeds AND retractable banners bearing the names of Lower Ninth Ward residents who died during Katrina.
Bottom line: When you produce events, make them worth your while, and attendees too.
Olivia is a C-Suite Marketing Exec, Author of 51 Brand Marketing Tips for Creators & Founder of Omerge Alliances & Freedom at The Mat. An NYU & Loyola Professor, she has led mktg at influential organizations such as Carol’s Daughter, VIBE, Live Nation, Ogilvy & more for 25+ years. A Native Memphian, now based in New Orleans, is a forever Harlemite (NYC) who travels extensively and blooms where she is planted.
