Marketing always delves on the needs and desires of people. There are goods and services that we need, which we classify as essential or basic items. There are goods and services that we don’t need for survival or to meet the basic needs of our livelihoods but we want them. This is clearly in the realm of desire. You would be able to categorize all marketing approaches into either or both. Depending on the product that needs to be marketed or promoted, one can present it as a need or as something desirable.
The two realms can be broken down into many parts. All those can conform to a certain emotion. At times, it is the feeling of accomplishment that drives the sale of a certain product or service. It could be comfort, convenience or enhancement of some part of our lives. From joy to sorrow, envy to greed, many emotions play a role in our decisions. These also affect our participatory choices. We tend to sign up for an event and eventually turn up if we feel interested enough. Some events are necessary and some are optional. When attending an event is a need, emotions may not play a role but it will interfere with the level of participation or engrossment at the event. When events are discretionary or optional, there will be a great deal of emotional influence or the lack of it.
Successful events always leverage feelings of people. There is a reason why major carnivals or festivities are planned around important dates on the calendar. People are likely to be more willing to participate when they are in festive spirit and will like to revel. The right time of the year, the right venue and the right purpose are quintessential for the event to be a success. From musical concerts to fairs, events are planned accordingly.
Events are also presented or marketed in a way that appeals to the target audience. For instance, fear of loss or missing out can be a good enough emotion to draw the attention and even garner participation. When you market an event showcasing who would attend or who the star attractions are, there will be a fear of loss or missing out. The same emotion applies to events that will be truly rewarding and satiating for the audience.
Exploring and using emotions or feelings will certainly allow event planners to have greater leverage and hence more influence on the target audience.