This post investigates the reasons why you should be careful in playing with event concepts.
Photo by Funadium via Flickr
Picture a cheap, insipid detergent brand. Imagine the marketing team struggling to find a new flavor for their boring product.
Our studies say that Marseille Soap is perceived as natural and refreshing. We should flavor our detergent with that.
Some customers will be definitely attracted by it, they will give it a go and buy it.
Later on, with the same easiness of mind they will switch to some more appealing flavor.
Now picture using the real deal. Savon de Marseille. As inexpensive, organic and effective as it is. Picture the fact it has been there for 600 years, not because it was ‘a flavor of something’.
If you attach new forms of events such as Pecha Kucha or Unconference to your boring event, you may win some interest in the short term but it is gonna be a hell of a nightmare to retain that interest.
Build a Marseille Soap factory, sell the real deal!