5 Deadly Ways to Fail Fast and Publicly
Picture this if you will. A high end furniture showroom holds a grand re-opening coming out of a reorganization and launches with a party for interior designers, builders, and developers in Atlanta. The majority (90%) of the attendees are women and gay men. This is only important as it defines the market demographic. The average age of those attending is over forty and it is in a Southern traditional market.
The furniture showroom partners with a local society magazine publication who is known for their flash and sizzle approach and for showcasing local celebrities from the entertainment industry to lifestyle titans. They are also known for high end fashion spreads with scantily clad models, their demographic is 30-45 up and coming entrepreneurs, society mavens, and celebrities. Notice that the magazines demographic is not the same as that of the furniture store whose grand opening it is putting on. This mismatch matters.
Mistake #1 ~ Failing to Tap the Talent You Brought In
To the magazines credit they did get a local big name interior designer to do a book signing though I think that she would have delightedly done that for the showroom as that is a good fit for her. Sadly I didn’t notice a lot of sales going on, but then she was put just inside the very front entrance rather than located in the heart of the event with an opportunity to speak briefly about design, her latest collections, and share a nugget of wisdom or two with an interested crowd of colleagues and wannabes.
Mistake #2 ~ Failing to Have Food that is Bitesize, Easy to Eat, and All Ingredients Disclosed
Scattered throughout the furniture showroom were food stations, of course, and the appetizers were great, but far from bitesize or finger food. In a setting like that attendees are always a bit uncomfortable setting down plates and cups on fine furniture (limited tables tucked into a back area) and without the ability to use forks and knives (not provided) much of the delicious fare was untouchable. This was a bit frustrating, in addition there was the classic challenge of knowing what was in any given item and in this day and age of rampant food allergies, this is a critical.
Mistake #3 ~ Mismatching Your Message and Your Market
The food stations weren’t the only thing scattered throughout the showroom. In fact, on at least five of the elegant beds were twenty-something models dressed (hmm, that implies too much coverage) in scanty lingerie provided by a sponsor of the magazine. Remember my mention of the audience demographic? Models of that sort appeal to men at any age except that I’m betting some of the men in attendance had daughters their age and the whole thing was a bit awkward.
Mistake #4 ~ Hiring the Wrong Partner to Put on Your Event
I took pictures because to me it represented one of the biggest market/message mismatches I’ve seen at a live event in a long while. And it indicated a lack of awareness on the part of the magazine that this market isn’t a fit for that. When you partner in marketing, make sure you are both on the same page and understand clearly BOTH the market and the message.
Mistake #5 ~ Forgetting to Start the Sizzle Before You Get Inside
As a designer, I know that we love events with food, fanfare, and famous folks. I also know that we love jewelry, drinks, and great design. In over 15 years in business I have never seen scantily clad models in lingerie at a design event. Fashion absolutely, especially when it includes interior fabrics done up in creative ways or in historical dress, fun and fabulous. This didn’t work. And the attendance was less than half of what they’d planned and announced probably because when you drove up the place looked deserted since the valet took all cars either around back or next door despite there being plenty of spaces up front. There was nothing indicating a celebration or grand opening.
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Have you attended poorly organized events in your industry? Dish the details here!
OMG was it a sex for sale or design for sale event???
Wow…quite a story! What an art there is to putting in the right ingredients for scruptious, chocolate cake success..thank goodness we’ve got you Melissa!:)
Great article Melissa! Loved it!
Great points, Melissa. I see poor events done done more often than you’d think, but mostly the organizers just fail to come up with anything interesting or creative to focus on and get people’s attention. What you point out here, is even more damaging, which is that this group just didn’t “get it” at all! And the worse part is, smart people like you left knowing that. How likely are you to refer business to them now?! Not very, I’m sure, and I can guarantee that was not what they hoped to accomplish with a grand re-opening.announcement party. Thanks for reminding us all of this vital marketing lesson. Wishing you well – Nanette
Per usual, Melissa, you have succinctly presented what one would think to be a no-brainer, yet how many fail to take into account these basic elements of event planning. An eyeopener for sure. This is a must share….ciao~ Gracie
Great article! We have been working on the “art” or design of special events for many years. We do pretty well with matching are target market and the event. Always finger food, music, parking lot full out front and fun! Some events are more successful than others but we keep tweaking the process. Special events are our best revenue generator. Keep working on what works for your market!
Thanks, Melissa.
Great points you took note of, Melissa! And great reminders for those of us who want our events to be successful! It is also a good lesson that we should hire the services of those who have the skills we lack rather than trying to do it all!
My guess is they will be going through another “re-organization” again soon without a “grand re-opening” if they don’t get up to speed!Which would be a shame.
Hummm… What a novel idea! Call me silly, but I thought everyone just naturally matched their message and their event to capture the attention and focus – of their MOST important clients and potential clients! Having planned many an event, that’s the #1 priority. Otherwise, why bother? And to draw a crowd, always have a “theme” of some sort with EVERYTHING and everyone who is part of the event focused on that theme – invitations, meet-&-greet assistants, menu, even the valet. Makes it a memorable occasion for all and you WILL have repeat clientelle. Thanks for ALWAYS being so on top of things, Melissa!
Hi Melissa,
Thanks for sharing this. I’m planning a seminar that will be held in a local vintage furniture shop. This is a great reminder that we have to be on the same wavelength about our audience.
So…who were the ones who were part of this “reorganization” for this company? Perhaps this company needed more competent business coaches to help them achieve their business goals by taking a good look at all aspects of their business and how it really interacts with their customers. .
Great article, Melissa! I can’t believe they got it so wrong! This is good for me since I will be doing a workshop at my hair salon next month! I haven’t got my topic yet, but I plan to sign people up for color and/or Feng Shui consultations at the end of my presentation. We also have a lady who sells interior decorating accessories and cheeses and dips for parties, and she will have a demonstration on her food items from her catalog. I also will be selling some jewelry from Divine by Design. I hope our event fits the customer! I feel like it will. The only problem is I can’t get the owner of the salon to make any changes in decor! I am thinking of exchanging a cut&color for my service in at least rearranging his lobby area. We shall see….
Melissa this should be the 6th Deadly Way…
Take a look at what intolerant literature one “professional” had in her marketing materials!!