Creating a standing room only event

Event

Consumer purchases are usually driven by emotions. Then, we come up with some data and a story to justify our emotional choice.

What B2B marketers often overlook is that corporate decision makers have emotions too. It doesn't matter what your audience's job function is, or the goals that they're measured against. They all have emotional needs too. So as a marketer, you lean into that.

At Dimensional Insight we had a speaking slot at a regional healthcare event. We lined up one of our consulting partners, Cass Schaedig, to present some of her analytic work. We could have called it "Getting insights from patient date" or something equally dull and functional. But we didn't. We called it "The dirty dozen secrets in your data". We made it personal with an emotional hook.

Tiffany Lyons created an image similar to this one, a dirty 12. We put it on the front of a postcard, and the event description on the back. We mailed it out. And waited...

Ultimately, we had a standing room only event. Because we led with emotional engagement in our promotion.