Organic Pancakes Do Not An Event Make…

By Sarah Hawley

This weekend I went to what was called a “press event” in Malibu. Then it was called a “celebrity gifting suite.” Then it was called something else. Then a small Eastern European woman told me something in an accent that I couldn’t really place. But, I digress…

The venue was gorgeous. The food was *amazing*. And the people were beautiful.

But what about the press? Or the celebrities?

The former was non-existent. There was one outlet that had a margin of applicability for the audience the vendors, including my client, were trying to reach (mothers interested in buying eco-friendly products), but we had been told to expect a significantly larger – and more targeted – media presence.

Also, not a fit? The “celebs” that attended. Maybe I’m a nut, but since when did a friend-of-a-friend that had 30 seconds of air-time on “The Hills” speak directly to mom’s interested in BPA- or phthalate-free sippy cups? Or a nine year old from “Glee”? Don’t get me wrong – I would love to be a) as cute as, or b) as self-possessed as this wunderkind, but she, again, does not speak to the core demographic the vendors were trying to reach.

I went home and thought about it. I was surprised by just how much a beautiful venue and the delivery of quasi-celebrities made some really smart, well-educated and downright scrappy entrepreneurs lose their senses. After the event many of the vendors were atwitter about their brush with fame and their excitement that the event overlooked the (admittedly) gorgeous Pacific Coast.

But where in this group of “make it happen” business people was the thought that the audience didn’t reflect what they were selling? A few of the vendors were able to see past the buzz of crab cakes and pretty-boys to realize that the audience they had paid for was not delivered. And I have faith that they will take it up with the event organizers who promoted one thing and delivered another. But most of the others drank down the “pretty” and were satisfied. I have a feeling when they get home and realize that they sank a good chunk of their Q2 marketing budget into an event that will yield nary a sale, and then they’ll wake up from the fog that Malibu cast over them.

When they do wake up, what should their next steps be? First, they have to think about audience in the future and that requires accountability from the event organizers to provide detail about who’s attending instead of accepting the party line of “I don’t want to name names in case they don’t show up.” Second, they have to go back to basics. It may sound elementary, but each of us need a reminder course in the basics every now and again. This time it’s this: understand that focusing on audience is something that must be continuous throughout PR, and broader, marketing programs. Whether it’s an event like this, a speaker position, or a specific journalist, being targeted is essential to making sure your money is spent well and the results come. Audience is everything and no organic pancake or Ironman 2 extra is going to change the fact that relevance is critical to your success.

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