Are all of my friends hanging out without me? The Fear of Missing out and Event Promotion.

Beuerman Miller Fitzgerald Fear of Missing Out Blog

     The fear of missing out or “FOMO” is the fear of not attending a party or event and missing out on something great or the social anxiety that creeps up when missing a social interaction or valuable experience. When people (especially millennials) attend an event, that experience helps define their social reputation. If a person sees their friends on social media out having fun without them, they may have FOMO. Another example is if a person already made plans, but someone reaches out to them with a bigger and better offer and all of their friends are going - they’d have a fear of missing out on the fun and experience. On the flip-side, people are likely to share their experiences on social media to ignite the FOMO. I mean, if you didn’t post about it on social media, did you even go? Sitting at home, when you see friends at a really great party nearby, you can‘t help but feel that there’s a fun, exciting happening that you’re missing out on.

    As marketers, we can use this fear of missing out to our advantage. When planning an event, this is a great way to think of how to achieve our intended turnout, reach our audience, and decide what channels are best to reach them. We need to take the necessary steps so that we don’t miss out on key markets and getting the audience we need. BMF has been a part of some of the biggest events hosted in  New Orleans. From the 1984 World’s Fair to the 2017 Dave & Buster’s opening, BMF has seen it all.

 

1. Get the word out

  • Identify your audience
    • Identifying your audience is the first step to setting up your event for success... By correctly pinpointing the people you want to engage with your content, you have a better chance of having a great turnout and return on investment.
  • Use the brand image and audience’s psychographics
    • Using psychographics like lifestyle, habits, likes, dislikes, concerns, and hobbies will ensure that you’re providing your ideal audience with something they will want. Organizing your event and eventually marketing the event around the audience’s psychographics will save you a lot of time and money in the end. Psychographics are almost like a formula for the event you want to plan. Be creative and use facts to support your decisions.
  • Pick a theme
    •     Sometimes a theme is not appropriate. Sometimes a theme is simply not necessary, but we believe that a good theme can be the difference between going to a party or not. Executing a theme tastefully leaves the door open for so many great party staples. For example, a themed cocktail, food item, and decor. Not party store decorations, but decor. We’ll get to why that’s all important later...
  • Location, location, location
    •     Everyone’s heard this, but it’s true - location is everything! With so many cool places to hang out in New Orleans, do your research and find a location that perfectly fits your theme or the message you want to convey to the guest. A party at a rooftop bar delivers a drastically different message than a kegger at a hostel. The view, artwork, and overall ambiance of the location set the mood for your event.
  • Influencers or media involvement
    •     Depending on the event and your reason for throwing it, inviting the media or social influencers can help to spread the word! Research is key to identifying the appropriate influencers that your audience keeps up with and the media outlets most likely to write about the event. Sometimes with influencers, if the event is a fit for their audience, an incentive to go will spike their interest! A free ticket for them and a guest may be enough to make them want to go, but be sure to give them free reign to be creative and produce the content that is most organic for their channel.

2. Make it “snapable

  • Snapchat/Instagram Stories
    •     These days the FOMO is most real when it comes to Snapchat and Instagram’s Story feature. People do not want to feel like they’re missing out on a really fun event when they see their friends posting about it on social media.
  • Trendy theme, awesome atmosphere, lit location
    •     Theme, atmosphere, and location all play into how “snappable” your event is. Some things to keep in mind when making your event friendly for iPhone cameras is lighting, a good view, if the location has cool walls, chairs, or art, and a good backdrop.
  • Geofilter, event hashtag
    •     Creating a Geofilter on Snapchat just got easier and there’s no reason not to have one for your event! The Geofilter can increase brand awareness and help you reach people that may have never heard about it any other way. An event hashtag is a great way to keep track of the engagement guests had with the event and see what they’re saying about it. We recommend incentivizing the hashtag by letting guests know that if they use the hashtag they’re entered to win a prize or some other event swag.

3. Follow-up

  • Engage with those who’ve shown an interest
    •     An event is a great way to collect information from people who have shown a definite interest in your organization. It’s extremely important to follow up with these people and keep them engaged with your content. If you’ve incentivized using the hashtag, you probably have access to the social media pages of your party-goers or even their emails depending on how you’ve incentivized. There’s always the option for the guest to enter their email when RSVP-ing so that they will be notified of anything your brand has upcoming.
  • A list like this can be invaluable. These are people who have opted-in to hear from you and have already shown an interest. Engage with this group in a special way and let them know of any great news from your organization, special deals, and definitely notify them the next time you put an event on.