How do you get your event, product, and company to stand out in a crowd?

In a world where we are all connected and information is passed instantaneously how as marketers can we stand out in a crowded marketplace?

It used to be that money was a determining factor of who could get their message out to the masses but with the creation of the Internet in one giant swoop the playing field of getting your word out has been leveled.  This is a GREAT thing but it also makes it even more important that you turn on your creative juices and make sure that you aren't even near the box when thinking of new ways to position your company.

So you want to create a successful event either as a fundraiser or a launch party,  what's the first step?  You need to think on it.  You need to throw some ideas around in your mind and see where they take you.  You need to come with an idea that hasn't already been done like an auction, and if it has been done you need to come up with a great twist to make people stop in their tracts when they hear about it.   One thing you can do is take an event that was successful in the past and revive it with an updated feel and makeover.

Think simple. Think believable.  Think big.  Think exciting.  Think practical.  Think interactive.  Think location.

Are you trying to create an event to raise money for a charity?  People don't mind spending money when they are happy, laughing, enjoying themselves and having a good time.  Something about all those endorphins flying around people's brains that make them open their wallets and feel good about spending especially when its going to a good cause. 

Who is your targeted audience and what did they love doing when they had kids and even better do they have kids now?  Try to create an event where people can relive their childhoods and then share the experience with their own children.  If people don't have to get a baby sitter you've just eliminated one of the obstacles to getting them to your event and fund raiser.  When you have your idea for your event, close your eyes and picture it playing out in your mind.  Start at the finish line and envision all of the people pulling up in their cars. Where are they going to park? Do you have enough parking that is close by and convenient to the event?  What are the people wearing? Are they casual, formal, or ready to get messy?  Oops someone has to go to the bathroom. Do you have that covered?


If you are hosting a mud football tournament between the fire and police department how are you going to make the mud?  What do people love to eat outside when they are watching a football game? How will fans be able to make noise when they are rooting for the chief of police? And how will people be able to remember this great event once it is over? Will they be able to grab a souvenir t'shirt with sponsors listed on the back to where when they go to the dump or their kids soccer games promoting the event for next year?

How did people hear about your event?  Did they invite their friends to come with them? Was there an incentive for them to buy their tickets early?  Did the fire and police departments help get the word out?  Were there prizes or raffles for the crowds?

Go on an on with this line of questioning and try to uncover every piece of information that could possibly happen or make your event great or not so great. Spend a few days imagining your event playing out in your mind and then throw the idea around with some friends and look for their reactions.  If you can turn your fundraiser into a community event then the chance for success is higher and people will be expecting it to become an annual event and it will grow and grow year after year!

Questions? Ideas?  shoot me an email - jennifer@tylerryangroup.com

Keep your eye on the prize!

Are you sitting down without any distractions?  Well at least can you sit for a second and zone out of the normal daily chaos?  Allow yourself to sink back into your chair, close your eyes, relax your body, and picture yourself in the life you were meant to live.  Smell the smells, see the scenery, touch the objects, and listen to the sounds that surround you as you are living in your ideal way of life.  Now let me ask you a couple of questions.  Are you happy in your new life? Does it make you smile and feel content?  Can you see yourself living this life and making a go of it?  GREAT!  This is the first step of determining your true destiny and where you are supposed to be.

The trick now is creating this vision in a way that you can hold on to it and commit to it.  If you like to blog or journal, write it down. If you are an artist, make a collage or paint it.  If you are a songwriter put together a melody and sync it to music.  If you spend a lot of time in your mind do what I do, imagine every detail and put together a living breathing scene in your mind and cement it there.  When I coming up with a new event, function, strategy, or even business I work backwards.  I visualize how I want it to end up and then create the scene in my mind.  I imagine the smells, sights, feelings, smallest details, and how people will interact within my vision and I own it.  I "keep my eye on the prize" and commit to the fact that my vision will become reality.  If you can see the end goal first and then take steps towards it the process seems to lay itself out in front of you and becomes less chaotic and cluttered.  It becomes a simple action plan instead of "how in the world am I going to make this happen."

Try it.  You can do this in area of your business or life.  The latest campaigns I am using it for is the SoBo Central, Lantern Walk "A Night of Light" and the marketing strategy for Touch Tanks for Kids, Sharcula educational campaign.  If you know what you want to have happen in the end it makes the first step so much easier to take.  Decide what you want to do, who you want to be, and the results you would like to achieve and then start walking towards your goal until you reach it.  Don't get me wrong, it's easy to get off track and make decisions that lead you away from the goals you've committed to but that is why you surround yourself with good friends and business colleagues. Share your vision with them, tell your story, let them feel your passion and commitment so that they will  help you stay on track and realize your goals.  This is your story and you are the main character don't let someone else decide your plot for you.  Keep your eye on the prize!

P.S. -
When times get tough it becomes even more important to try to regroup and decide what's next.  When The Little Hat Company was ending and the writing was on the wall that we had taken it as far as Sue and I possibly could within the circumstances I sat down at my personal blog and asked myself what I wanted to be next.  I had an overwhelming feeling that I couldn't go back to corporate and I wanted to have flexibility for these last couple years of Libby's little time.  I knew that I loved creating and spinning a good story and had a ton of experience and education in marketing and business development and I knew how to do it well.  I began picturing myself working from home, doing a lot of writing, and creating marketing campaigns for companies in the Northeast. You know where this is all going.  I didn't necessarily know how I was going to reach this end goal but I knew it was what my heart wanted.  Then I received an IM on facebook from someone who I knew more than 20 years ago asking if I would open up the NE for his marketing/communications firm - TylerRyanGroup  Just 2 months later I have signed clients, meeting with prospects, writing a business blog, and have 3 scheduled events in this upcoming calendar year.  It wasn't all fun and games getting here - there have been some rough spots and there will be more but I am committing to this new goal and taking steps towards it everyday to make it my reality.  Call me let's do coffee! Jennifer Houghton 207.450.8441