Find your niche: why cut-and-paste eventing doesn’t work
If you attend an event that you enjoy, you might think it’s a good idea to implement exactly the same model the next time you host one yourself. But the cut-and-paste model doesn’t work – not in terms of guaranteeing your event’s success, nor in terms of endearing your audiences to your brand. “To really add value to your business, your events have to stand out from the rest – they need to fill a particular gap,” says Jessica MacRoberts, Worx Group MD. Here’s why you need to make finding your eventing niche a priority.
Variety trumps uniformity
In a world of non-stop variety and stimulation, your approach to eventing has to be similarly distinctive. “Your delegates are likely to spot your lazy copycat methods and get tired of the same-old-same-old approach to conferencing they’re experiencing every time they attend an event,” says Jessica. Remember instead that variety trumps uniformity: “Impress your delegates with your ability to carve out a new and novel space for yourself and refine it so that it’s unmistakably yours.”
Your expertise will pay off
The more you establish yourself in a particular eventing space, the more you’ll create a network of sponsors, partners, suppliers and audiences who are loyal to you. “This loyalty has real financial benefits,” explains Jessica. “If you’re a software pioneer and develop a name for yourself in the technological conferencing space, for example, you’re likely to be able to negotiate better rates with those working with you, and to capture the attention of interested and engaged audiences time and again.”
You’ll draw in the right team
As a marketing manager or event coordinator, you want to have the right team on board. You want people who are as passionate about what you do as you are, and who are willing to go the extra mile to make every event you host a success. The closer you come to developing your unique identity, the more likely you are to attract the right people – both in terms of your internal and external teams.
Innovation is inevitable
“If you spread yourself too thinly in the eventing space, trying to achieve everything at once, you’ll never have the time or energy to look into innovative ideas,” Jessica says. “But the more you create a space that is unique to your business and to your way of hosting events, the more you’ll be able to think of ways of refining your offering to make it truly exceptional.” By carving out your niche, you make creative investment and innovation possible.
Everything becomes personalised
Niche eventing means that you’re no longer bothering with superfluous fluff. You’re focused on and committed to the task at hand – and the audiences that are benefitting from it. Your audiences are certain to value the attention you’re paying to them and will enjoy reaping the rewards of the highly focused and personalised experience you’re offering.
Curious about establishing your niche but not sure where to start? At Worx Group, we know exactly what to do. We’ll help you analyse your role in the market, develop your key messages, target your ideal audiences, and figure out how you can create events that are brand-specific and perfectly niche. Give us a shout today.