For those that have been watching the resurgence of classic MTV programs…Jersey Shore Family Reunion and The Hills…you have undoubtedly seen the promos for the MTV Music Video Awards. This is the biggest ceremony for MTV and this year’s performers feature some of the most dynamic music talents in the world. From veteran performers like Taylor Swift and Missy Elliott to newcomers like Little Nas X and Billie Eilish, we expect this to be an incredible awards show. This then made us think about planning and what an integral role proper event promotion plays in that process and the success of your casino event.
In the case of MTV, they have put commercials and Breaking News lead ins on their network for the past month or so. If you have watched an MTV program, you know the VMAs are coming. MTV has also strategically included press releases and scheduled exclusive premiere performances to entice viewership. They have also selected the effervescent Missy Elliott to receive their Video Vanguard Award, the equivalent of a Lifetime Achievement award.
So how does this correlate to the party business? Well, specifically for the casino party business, we can relate. We encourage our clients to spread the word across multiple platforms to advertise their event. Granted, most of them do not have their own television network. But they do have other (here comes the pun), channels, that they can utilize to their benefit. This can include internet marketing, message boards, mailed invitations and group emails.
Another way a party planner can use some of the tricks of the trade is to have an exclusive element that adds intrigue to the party. This can be achieved in the theme, or by offering an award. Perhaps this is an opportunity for a product launch or to make an exciting announcement. Why not enhance that process by creating a veil of mystery? People are much more likely to devote their attention to something if they are intrigued. MTV is advertising an exclusive World Premiere for Taylor Swift. We know that Ms. Swift is an incredible performer (we are super-fans), we can’t wait to see this! After all, she brings “it” every time. Find your “it” and do the same.
One of the best ways to enhance attendance at an event is to bring in a special guest. With the VMAs, bringing in Missy Elliott will undoubtedly lead to a different viewership than the people who are typically watching some of the regular programming like Catfished or the Rob Dyrdek-hosted Ridiculousness. Now, MTV is more likely to attract a larger cross-section of the population. Take Billie Eilish, the newest phenom and youngest nominee at 17. Many of her fan base are considered Generation Z. This generation was born while Missy Elliott was producing hits like “One Minute Man” and “Work It.” By having the multi-generational viewership appeal, MTV is betting on a huge audience. This strategy can also be used at events. Select a speaker or guest that will appeal to a cross section of the population.
One other observation we have made is that MTV has been relentless in their promotion. Despite having seen their commercials multiple times, we continue to see ads being run. If you consider the “Seven Times Rule”, which is a fundamental concept in marketing, then your target audience needs to see your advertisement/invitation seven times for it to be memorable. Social media has changed a lot of our perception- so it is important to remember to include a social media strategy across different platforms like Facebook, Twitter and Instagram.
We want you to experience success at your next event. The most well-thought out event can end in disaster if no one attends. Try some of these strategies when planning your next casino party, and let’s see if you can create a “winning” outcome by doing so!