The Psychology To Consider For Your Next Event

January 16, 2018 / BECORE / Blog / 0 Comment

PSYCHOLOGY PRINCIPLES TO CONSIDER FOR EVENTS IN 2018 Psychology plays an important role in all aspects of marketing. In event production, attendees often form an overall opinion of a brand experience by mentally compiling small details. If you’re looking to understand the attendee to ensure he/she has the best experience, follow these psychology principles you […]

PSYCHOLOGY PRINCIPLES TO CONSIDER FOR EVENTS IN 2018

Psychology plays an important role in all aspects of marketing. In event production, attendees often form an overall opinion of a brand experience by mentally compiling small details. If you’re looking to understand the attendee to ensure he/she has the best experience, follow these psychology principles you can employ to attract and engage attendees.

Synchrony Experiential Activation

 

RECIPROCITY

The psychological principle regarding positive action that takes place as a response to another positive action. If someone is friendly to another person, then this principle suggests they would be friendly back.

Brands should adopt this principle in their experiences with consumers by giving them something free and creating a starting point towards building loyalty. This can be in the form of value-added content, such as videos, podcasts, e-books, white-papers and webinars that they can join and learn from.

Make your customers feel as if you’re giving them something great without needing to spend a penny. They will be loyal to you and buy from you in the long run given the perceived value.

Teva at Bonnaroo Music Festival Experiential Activation

URGENCY

Event marketers can use the principle of scarcity and urgency to drive attendance, participation and interest. Perfect example: Sending an email that gives mention that there are few remaining available seats. Let people know that they need to act now or forever loose the opportunity.

Palm Breeze Fashion Show and Experiential Activation at the Viceroy Santa Monica, California

SOCIAL PROOF 

People are drawn automatically to products that they know others already use and trust. This concept of social proof is drawn from conforming to the actions of others trusting that a large group of people have more knowledge than us as individuals. When individuals see that other people are already using a service, engaging in conversation or purchasing, they are also more likely to do so.

Nike Soccer Experiential Activation

LOSS AVERSION

This concept refers to the ways in which individuals tend to strongly prefer avoiding losses as opposed to acquiring gains. It has been suggested that losses are twice as psychologically powerful as gains. This can be leveraged by better understanding what makes your audience tick. Show your audience or attendees how your service or product will prevent them from losing what’s important to them, such as time, or money.

Focus on the benefits of your product or service when creating your content, and work out how it can target the challenges and reservations your customers have and instantly alleviate any of their fears.

PARADOX OF CHOICE

Humans become less satisfied if they have too many choices. People often struggle with important decisions don’t make it even more complicated, simplify. Humans worry that they didn’t make the right decision. When brands offer their customers too many options it leaves them confused and oftentimes unable to make the decision. Keep your purpose clear and concise.

Mike's Harder Experiential Marketing Activation
Mike’s Harder Experiential Marketing Activation

 

We hope that this article helped you in understanding the psychological principles that go into event planning and attendee engagement. If you have questions about event production or experiential marketing please don’t hesitate contacting BeCore today! We’d love to partner with you.

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