Let's stop calling them events and let's start calling them experiences. @michaelcacho Brands Beyond Different Blog: http://michaelcacho.com

1. GOOSEBUMP MARKETING
@michaelcacho
FOR EV E
N TS

2. GOOSEBUMP MARKETING IS
C R E AT I N G
E X P E R I E N C E S T H AT
CONNECT
E M O T I O N A L LY

3. WHY IS IT
I M P O R TA N T ?
• Emotional connections increase your
influence.
• Connect emotionally, and you have
their full attention.

4. WHAT ARE YOUR CLUB’S
VA L U E S

5. Y O U R VA L U E S D E F I N E Y O U R C L U B ’ S
VA L U E S
VOICE

6. VOICE

7. VOICE

8. VOICE

9. VOICE

10. VOICE

12. CHOOSE A LIFESTYLE
• People do not buy good based on the explicit benefits of the product.
• People buy the good to fit into the society that is exclusive to having that
product.

13. “Generally, people buy products that are consistent with their
positive, or aspirational, image of themselves.”
–DEBBIE WILLIAMS

14. IF I ATTEND
YOUR EVENT,
WHAT
DO I GET TO
SNAPCHAT?

15. A T O U C H P O I N T I S W H E N E V E R S O M E O N E E X P E R I E N C E S Y O U R C L U B I N A N Y W A Y.
TOUCHPOINTS

16. •
•
•
•
•
•
•
format of general meetings
office hour location
workshop topics
keynote speakers
membership tier titles
choice of music at event
•
•
•
•
fundraiser activities
sponsorship package
executive étiquette
titles of executive positions
titles of “members”
IDENTIFY TOUCHPOINTS
•
•
•
•
•
•
•
membership signup method
tabling
event tickets
method of payment for events
e-newsletter
Facebook Page
sponsors, who are they?
•
•
•
•
•
coat check
event greeter
venue
hot vs. cold food being
served
food being served on
napkins vs porcelain plates.

18. THIS IS A TOUCHPOINT!

19. CONGRATULATIONS
I D E N T I F I C AT I O N = D O N E
VOICE
LIFESTYLE
TOUCHPOINTS

20. I M P L E M E N TAT I O N :
PROMOTION
• Why should someone care about
your event?
because…
• “What would happen to my image if I
don’t attend your event?”
• “What experience do I risk missing
out on?”

21. I M P L E M E N TAT I O N :
EVENT PLANNING
• How will someone experience our
club’s “lifestyle” at my event?
• You must integrate your lifestyle into
the subtle significance of your
touchpoints.
• For a X-hour period, attendees need
to be LIVING IN THE MOMENT of
the night’s lifestyle you built for that
event.

22. EVENT

23. EVENT
EXPERIENCE

24. FROM THE MINUTE THEY CHECK IN…
Make each attendee feel like a
VIP, make them feel
goosebumps
…TO THE MINUTE THEY COLLECT THEIR COATS

25. Make each attendee feel like a
VIP, make them feel
goosebumps

26. Make each attendee feel like a
VIP, make them feel
# goosebumps

27. GOOSEBUMP MARKETING
@michaelcacho
FOR EV E
N TS