Advent Blog

The Sword of Damocles and Event Marketing

Damocles was a flattering courtier in the court of Dionysius II of Syracuse during the 4^th century BC. His story can help shed some light on a recent study conducted by the Event Marketing Institute concerning “The Power of Positive Experience.”  One day Damocles exclaimed to Dionysius how marvelous it must be to enjoy the status of king and experience all his power and wealth.  Graciously, Dionysius offered to trade places for a day so that he might understand his fortune.  That night at the banquet Damocles enjoyed himself immensely and was even waited on by Dionysius.  Only at the end of the meal did he look up to see a sharpened sword hanging directly above his head and dangling precariously by only a thin horse hair.  Immediately he lost his appetite for food and drink as well as his desire for the king’s power and wealth.  You can imagine him shaking and quivering in his seat.  Dionysius successfully conveyed the precarious nature of holding power.  Events are powerful.  And (at the risk of confusing metaphors) they are double edged swords.

“It’s good to be king.” -Mel Brooks as Louis XVI, History of the World, Part I

If you are the king of marketing events then life is good.  A study conducted by the Event Marketing Institute found that an astounding 98% of attendees will recommend you after a positive experience. Over half will tell at least 4 people.  This kind of power gives your message wings to fly far beyond the event.  The wings will fan the flames of word-of-mouth and help it spread like fire, far beyond the initial spark.

There’s a but…

If you are thinking about conducting an event: not so fast.  You better plan for it.  The same study reports that 95% will trash your brand after a negative experience and a further 62% will tell at least 4 people.  Approach events with the knowledge that Damocles’ sword is hanging over your head.  Know that bad event is worse than no event.  Events are risky if you do not plan for them.  Eliminate the risk by taking your events seriously and taking your marketing strategy to the next level.

Advent leads from the forefront of the cutting edge modern marketing industry by fueling brands with the explosive power of experiences.  Advent creates an emotional bond with audiences by leveraging the unrivaled effectiveness of experiential marketing through targeted events, engaging exhibits, and branded spaces.  High impact and high touch strategies mark Advent’s creative advantage and have helped rapidly expanding brands communicate messages that gain immediate and lasting resonance with consumers.  For more visit adventresults.com.

Tags: Add new tag, event marketing, Experiential Marketing, statistics