As I continue finish the book Authenticity, I’m reminded of things I know but never said(or wrote) and stuff I didn’t know. It’s interesting as I digest this through the filter of making profitable events happen. Here’s what I came up with:
1) Young, new and hip
Everyone wants to be part of whatever is new young and hip, so for events this means innovative and relevant in the markets served, and ‘cool’ or important to be part of. Some say it’s ‘cool’ to attend SISO meetings but not other industry meetings for instance.
2) Yes, we’re the great pretenders…
To paraphrase columnist Kathleen Parker quoted in the book, the fastest way to lose your customers confidence is to pretend to be something you’re not, which can be seen from the perceived phoniness of politicians such as the Clintons, Al Gore, Howard Dean, John Kerry and Mitt Romney(Yes I am conservative, but not a Republican). How this applies to events? Are you really serving your stated markets as you said you are? I am always smiling when I look at the “who should attend” section of a conference brochure which usually includes everyone from CEO to administrative assistant in an effort to funnel as many people to come to an event without a view of which specific value they will get from attending.
3) Transparency
“Can businesses help individuals find authenticity in a world where people no longer esteem our most basic social institutions?” Interesting, just so you know, since people have become jaded with most institutions and their claims to authenticity, it becomes the role of businesses and especially face to face events to transform jaded people into ‘raving fans’ again.
I was on a call for the BPA Events Advisory Board today, so the request for being transparent in your business dealings with customers certainly rings true, for instance in providing third party audits for your sponsors and exhibitors. Is your event transparent to your customers?
I am looking forward to the ‘good stuff’ in this book although it certainly already has given me much to ponder.