Most events and conferences are filled with information. With people, booths and handouts everywhere, it can be challenging to be heard through the noise. But, with one simple approach, you can ensure your information reaches your audience. Capitalize on attendee "infolust"—the concept that attendees are filled with a thirst for knowledge.
People love to learn, so if you know how to deliver your message and brand experiences in a way that helps empower your demographic, you'll find that it's easy to be heard - even in the most crowded areas. Follow these simple tips to satisfy attendee infolust at your next event.
It All Begins with Trust
One of the most important factors to consider when finding a way to feed the infolust of attendees is simple: trust. Today's consumer market depends on web sharing of everything from apartments to cars (Airbnb or Zipcar, anyone?).
The trust economy that enables this idea of receiving or borrowing from strangers comes from the influence of reviews and reputation, and your presentation or event has to work the same way. By creating a strong reputation among your peers and customers, you can begin to form the same network of trust that online sharing services rely on.
Give Them Everything at Their Fingertips
In a digital age filled with apps, websites and social media, consumers expect to receive knowledge anytime, anywhere. You need to make sure that all of your answers are directly in front of your audience at the event, whether that means digitally, physically or in conversation. Consumers want to know exactly what they need to know as quickly as possible.
Offer Information at the Right Time
Timing is key when it comes to presenting information. You want to make sure that you aren't only presenting information when you're at your booth or giving a presentation. Try implementing a hashtag or clever social campaign to reach your audience when they're actively seeking event information.
Make Your Message Easy to Understand
Because events are bustling and filled with an overload of information, to fulfill your attendees' infolust, you must communicate your message as effectively and efficiently as possible. Try to use as few words as possible, while simultaneously making the most of each one. You can also use a common color, font or design to tie your theme together. And make sure that your theme clearly matches the mood you're trying to communicate with your product or service.
Your audience cares primarily about how your product or service will help them. The infolust you need to fulfill is how you can help make their lives easier. Know your demographic like the back of your hand ahead of time. Get to the root of their problems and communicate how your product brings a solution to the table. Your audience will invest in you if you invest in them.
By implementing these approaches, you can make your brand more appealing at events. Remember: attendees have a thirst for knowledge, and you have the information they need to satisfy that infolust. It's just a matter of presenting the information in the most effective way. With a bit of strategic planning and campaigning, you can cut through the noise of your competitors and form a connection with your target audience.
Experiential Marketing Trends
Explore Cramer and Event Marketer’s first 30 trends of 2017.
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