Be An Event Marketing Sensation (Without Jumping the Shark)

Author: Patrick Dougherty (1 Articles)

Digital Muse: technology consultant | office inquisitor | pseudo-philosopher seeking witticisms and some wisdoms

Event marketing aficionados know that in-your-face authenticity is hot

There is something alluring about in-your-face authenticity. It’s sensational yet attractive, like Arthur Fonzarelli, better known as The Fonz.  People liked Fonzie.  He got what he wanted seamlessly, without sacrificing his values. That is, until he literally jumped the shark.

Jumping the shark is not

Jumping the shark, an idiom for when something well established begins a decline, originated when the writers of Happy Days had Fonzie literally jump a shark while on skis, wearing his trademark leather jacket and all.

Ride your Harley into the party

Losing your base can be pretty easy when you’re a big name with a known reputation like The Fonz or (insert your favorite brand name here).  A solid brand has already established where it fits, and has spent significantly to be there.  Any experiential marketing program, influencer event or otherwise, should be authentic to the soul of the brand, and honest to the expectations attendees have.  If you’re the Fonz, ride your Harley into the party. If you’re Grey Goose, showcase your signature cocktails in a super premium lounge. Event marketing is about more than just an attention grab.

Going over the top is not always better.  Simply slapping a well known name on something overly-sensational is unlikely to be good for a brand, even if it would get eyeballs.  You’ve probably already had an example or two come to mind, so I’ll politely refrain from naming any myself.

Cultivate an honest relationship

Experiential marketing — whether at a large event on in private — cultivates an honest, well-defined relationship. Isn’t that why we loved The Fonz?  He was edgy but he was true to the core.  Then…he jumped the shark.  So, aaay!  Learn from the Fonz.  Be cool. Authenticity is where it’s at.  Don’t be something you’re not, even if it promises to be a unique event marketing experience…or your brand may become the next symbol for jumping the shark.