THE TWENTY CATEGORIES OF INTEREST™
I have identified 20 "Categories of Interest" whereby any given event can be "labeled". Some events may have several features which suggest multiple categories of interest. But there are always (at least usually) one or two primary or secondary "types"
You may have an art event which is masterfully catered and where music is performed as well. You may have a fundraiser that features a fashion show. Generally, however, there is one "dominant feature" with another (even two or three) supporting features which provide a secondary or tertiary "category of interest" for an event.
Why is this important? Well, in evaluating events worth posting to this blog, I like to mix things up and not have the same "kinds of events" all of the time. And for event producers and non-profits who must be media savvy to be successful, it warrants some consideration.
The 20 Categories of Interest™ are:
ART
Painting, Sculpture, Photography…etc.
BUSINESS
Networking, Entrepreneurship, Training…etc.
CINEMA
Films, Filmmakers & Filmmaking…etc.
CIVICS & GOVERNMENT
Rallies, Protests, Gatherings…etc.
EDUCATION
Seminars, Lectures, Self Improvement…etc.
FAMILY & KIDS
Puppet Shows, Circuses, Rodeos…etc.
FASHION & BEAUTY
Fashion, Cosmetics, Hair Styling…etc.
FOOD & WINE
Wine Tastings, Culinary Festivals...etc.
HEALTH & FITNESS
Yoga Retreats, Triathlons, 5k Runs…etc.
HOME & GARDEN
Gardening, Decorating, Entertaining…etc.
HOLIDAYS
Halloween, New Year’s Eve, Valentine’s Day, Fourth of July…etc.
NATURE & SCIENCE
Special events & fundraisers at or for zoos and museums...etc.
LITERATURE
Poetry, Literature, Journalism…etc.
LIVE MUSIC
Bands & DJ’s, Music Festivals, Concerts...etc.
NIGHTCLUB
Special events & fundraisers in nightclubs featuring DJ’s, Dancers, Visual effects…etc.
PERFORMING ARTS & THEATER
Special events & fundraisers in or at performing arts centers that feature Opera, Ballet, Stand-Up Comedy…etc.
Special events & fundraisers in or at performing arts centers that feature Opera, Ballet, Stand-Up Comedy…
PHILANTHROPY
Fundraisers, Charitable Events…etc.
RELIGION & SPIRITUALITY
Fundraisers, Charitable Events…etc.
RELIGION & SPIRITUALITY
Religious & Spiritual Gatherings, Meetings and Festivals…etc.
SPORT
Special events & fundraisers in or around Races, Tournaments, Games…etc.
TRAVEL
Speakers, Films, Photography shows…etc.
THE FIVE SOCIAL CONTEXTS™
THE FIVE SOCIAL CONTEXTS™
I've identified five key factors which guide me in which events I post on this blog. I pick events based (loosely) on these five factors because my objective is to mix it up and deliver NEWS and information that is valuable and difficult to find. I refer to the five factors as The Five Social Contexts™. They figure prominently into who you will gain the Attention, Action, Adoption and Advocacy of for any given event.
This blog is best suited for those members of The Social Set™ who would find value in all kinds of events across a wide area...the Metro Area (sometimes even beyond that), not just Manhattan. Part of the reason for that is that it allows those people to expand their personal and professional network by participating in a wide variety of events, all over the place.
I also think this is an important set of considerations for professional event producers and fund raisers who need to get the best possible return on investment from their events. It may seem academic, but, if you are a non-profit you always need to be "expanding your universe", keeping in tune with the next generation of advocates and philanthropists and tapping into new circles.
With a staggering number of event possibilites for the consumer to consider (all competing for limited attention and money) effective fund raisers and event producers will master the tools and tactics needed to "be heard above the din" (by the most effective and socially active consumers: The Social Set™) through the savvy use of social, digital and mobile media tactics. Part of that strategy is considering the The Five Social Contexts™. Consumers are doing it with every event they are offered. Everyone else who uses events must too.
TIME
Consumers think about...
When is it? What time does it start and end? What else is going on then? What will I miss if I do this?
Event Producers must consider...
What might your time and date be putting you in competition with? What is on TV that night? Could weather be a factor? Make sure you post the times and dates of your events prominently in all of your collateral as this is the first thing consumers usually consider.
MARKET
Consumers think about...
Who else is going? Will I find value in that group of people? What will the live or silent auctions provide in the way of bargains?
Event Producers must consider...
Who is your market now? Who are you missing? Who will you need (to survive, grow and thrive) in 2 years, 5 years or 10 years? What are you doing to develop that market? How can we maximize the revenues on your live and silent auctions, ticket sales, table sales or other revenue streams by using analog, digital, social and mobile tactics?
CAUSE
Consumers think about...
A lot more than just the cause served. It's not listed first, for a reason. Sometimes it IS the most motivating factor, but not usually.
Event Producers must consider...
The consumer may or may not be motivated by your cause. Take no offense and plan and act accordingly. Your cause is NOT as important to others as it is to you and, for the most part, it never will be. Don't drink too much of your own Kool-Aid and remember that if you position you event "cause first" you risk alienating those that do not really care about your cause when you could pull them into your event with its theme and features and then convert them into supporters while they are there. But if they don't come, you lose that opportunity. Also, remember that long "presentations" about all the good your organization does will bore MOST of the people in the room. Keep the speeches short and sweet. Again, use analog, social, digital and mobile tactics to follow up with people that had a good time and they'll be back for more later.
TYPE OF EVENT
Consumers think about...
What do I wear to that kind of thing? What other expenses am I going to have with this deal? Hair? Makeup? Manicure? Car service?
Event Producers must consider...
You cant be all things to all people so use theme and feature to target market segments. Its pretty simple. Don't have loud bands for an older crowd and don't bore the kids with speakers and academia. Design theme and feature that is interesting and appropriate to groups within your audience as much as possible. And mix it up. Do smaller events, more casual events, more often for fewer people and make it more personally rewarding for them by mixing with them more and making more introductions between your guests. And segment your list so you are not sending the wrong kinds of invites to people. That means noise, not news. And they'll tune you out if you do that too much. Finally, keep the "Blackties" and the big price tags to a minimum going forward into a tighter economy for events and charitable giving. The biggest fish have all "been there, done that" so many times. Consider making your next "gala" a flip flop fête where shorts might be appropriate. Also, watch the price tag. And consider where you might think more like Obama (who won, raising $300mm, $25 at a time, in the process) and less McCain (who stuck to the $10,000 a plate rubber chicken political dinners, and lost).
VENUE
Consumers think about...
Where is that? Have I been there? Is it the kind of place I would want to experience this kind of event? Is it safe? Is it cool? Is there parking? Will there be cabs?
Event Producers must consider...
Again, you cant be all things to all people so focus on one thing: Making sure your prospects can visualize (at least generally) where the venue is. Unfamiliarity is a top"deterrent to action" for consumers when considering which events to attend. If it is going to be in a new place or an obscure place, do everything you can to make it clear to the consumer where that is. Take the mystery out of it.
