Marketing Guru Seth Godin is running a special event called Pick Yourself on May 16th in New York and he promises it has been especially conceived as a valuable in-presence gathering, with no digital distractions during the event nor live streaming, as the experienced has been conceived to work at its best physically, offline.
“It won’t be webcast or recorded, as we’ve tried to create something that works best precisely because it’s live–not just as a result of what I’m saying on stage, but due to the people you meet and sit next to and connect with over your challenges and projects and dreams.”
“Digital scales, of course, because it spreads effortlessly and without cost. Real life, alas, doesn’t work that way. What we’ve tried to do is create an event that’s better precisely because you came, because you’re in the room, because someone on a similar journey is sitting next to you. A beautiful big theatre filled with intimate one on one connections.”
Forget Hybrid. Use Digital Before & After
Focusing on providing a valuable live — physical — event experience does not mean that you refuse the digital realm, rather that you use it when it’s most appropriate (for the attendee’s experience, to achieve the goals of the event, etc). In fact Godin offers the participants access to triiibes, an “exclusive online community”.
“If you’re interested in coming, please read all the details and be sure to get your confirmation after you’ve registered in order to join the exclusive online community we’re building for attendees.”
The buzzwords “hybrid events” are quite popular in the event industry these days but it mostly consists of polluting an event with digitally supported tools that often are more of a source of distraction than a way to take the event to a higher level. True, by encouraging the attendees to, say, tweet or follow the presentations through live-streaming, the organizer can reach a larger audience and create buzz around the event. Often this is all about getting to a larger market while diluting the value for those present, by not providing them with your [the organizer’s] full attention.
An interesting thing is that group tickets are way cheaper than single registrations, encouraging people to come with someone. (the single ticket costs 950 USD while the “six pack” is just 1,800 USD, 300 USD/participant). Seth Godin thinks that this provides the advantage that groups made before the event ensures that people are more open to sharing during the event and can act as stimulus for action after it.
“Assembling a group of six (friends, colleagues or strangers) makes it even more likely that you’ll come to the event ready to share and scheme and plan, taking action after it’s over.”
“Early bird and group tickets are significantly less expensive than regular ticketswill be in a week, so if you’re interested, I hope you’ll grab it now.”