What is the one thing that makes your event unique? I’ve spoken about the importance of an event’s Unique Selling Point (USP) on the blog before, but looking around, it seems event USPs are often muddled and not all that unique.
Your USP should be the thing that sets you apart from competitors. If someone asks you for the one reason they should attend your event instead of another, this should be what you say. If your answer is a dime a dozen, you’re potentially going to lose attendees.
With this in mind, I’ve listed 5 of the worst offenders: the ‘unique’ points at events that are flaunted as the main sell, but, in reality, don’t make your event stand out at all.
Wifi is no longer an event luxury. It is an essential for any high quality event. If you’re still trying to tout it as a USP, you’re going to fall flat. Your event is not special for having wifi; you’re just keeping up with the times.
If your event is featuring a genuinely massive technological breakthrough, then of course you should promote it as a unique selling point. Similarly, if you are using technology in a genuinely novel way, it could be your unique selling point. If your unique selling point is that you’ve got one iPad Air for your intended 150+ strong audience, we’re going to switch off. Your USP should be what sets you apart from the crowd and elevates your event; whilst having a piece of new technology is fun and fresh, if it’s not fresh off the design table, it should be a pretty small part of your event, not the main selling point.
3. Anything that’s about quantity, not quality
Having ‘the most’ of something doesn’t mean much. The most speakers, the most people, the most food: none of these things guarantee quality. I’d rather go to an event with one high quality speaker than 30 terrible talks.
4. Satisfaction guarantees
This includes guarantees with and without ‘money-back’ offers. ‘We guarantee you’ll have a great time!’ promises nothing, whilst ‘We guarantee you’ll have a great time, or your money back!’ sounds like an infomercial. Neither sentence tells you anything about what will happen at the event, which leads us to the worst offender when it comes to terrible event USPs…
5. Vagueness without explanation
Your USP should encourage curiosity, but at the same time, if you’re too vague, you’ll turn people away. ‘The best marketing conference in London’ doesn’t actually help your potential attendees; it’s an unverified claim that reveals nothing, and begs the question ‘why?’. Your USP isn’t that you are the best; it is your explanation of why you are the best.
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