Patrick Schwerdtfeger is a motivational speaker who can cover marketing and the promotional power of events and campaigns at your next business event. Contact us to check availability. The full transcript of the above video is included below.


Full Video Transcript:

Hi and welcome to another edition of Strategic Business Insights. Today we’re going to talk about marketing, so check it out.

Turns out relationships in marketing have something in common, and that is excitement trumps romance. Think about your relationship. We’re going to talk about marketing in a second, but think about whatever relationship you’re in, romantic relationship, so your spouse or partner or whatever. Turns out that excitement trumps romance. Quite often when you ask someone what they would like to have to make their relationship better, they allude to something like, “We’ve lost the romance,” something like that. They word it differently. But if you actually test it, which they’ve done, excitement is what people are actually yearning for. Excitement is what people want, and quite often when you have an exciting event together, when you share an exciting event together, people leave that experience like they’ve just had a romantic experience when in fact they did something exciting. Excitement trumps romance. If you want to rejuvenate your relationship and bring some spark back to the relationship, do something exciting.

Now, for marketing, the same is true. Excitement trumps romance; another way to say it is a big surge trumps a steady drip. A big surge trumps a steady drip. Even another way to say it is, just in business in general, thinking big trumps thinking small. All these are basically synonyms. We’re saying that doing something big when you think about your marketing as an event, by the way, this is the easiest way to do something exciting or a big surge in marketing, is to have a specific campaign, do an event of some kind—okay, I’ll give you an example in a second—but doing an event is a way, because you have the anticipation leading up to the event, then you have the event itself and then you have the aftermath, and that is a powerful thing. You’ve got a limited time when the actual event takes place and the lead-up to it builds this anticipation. People get excited about it. People crave excitement. That’s what they want. That’s what people instinctively want in their lives. If there’s excitement, it’s like a magnetic effect. People are drawn to excitement. If you hear a bunch of music playing and people cheering in the distance, we have a natural urge to want to walk in that direction. What’s going on? What’s happening over there? What’s the excitement? I want to see it. I want to be a part of it.

So marketing as an event is a way to do this and there is one company that does this extremely well, and what is that? It’s Apple. Apple doesn’t market their products. Apple launches their product. They launch their product. Just recently they announced their iPhone 6 and their Apple Watch. Again, it hasn’t even been released yet but the buildup, the big announcement, right? And there were some leaks leading up to it, so little images or ideas of what were going to be included were leaked along the way to build the anticipation. Now the big announcement, right? But it still isn’t on store shelves. It’s going to be on store shelves coming up soon, maybe another month from now, and some things maybe in January. So it’s coming our way, so the anticipation builds and builds, and eventually it will finally be on store shelves and I guarantee you that there will be people lined up down the block to get their hands on the iPhone 6 or the Apple Watch. This is marketing as an event.

And there’s actually a guy who’s made an entire career on this and he talks about the product launch formula, and he actually just recently published a book and I’ve got it here to show you. It’s called Launch and it’s by Jeff Walker, and he talks specifically about this. Now, of course, he’s talking primarily from the perspective of online marketing, Internet marketing, but the idea is the same and in fact Jeff Walker has even done some consulting with Apple. So this guy is an expert. This is an excellent book. I highly recommend this book. But the bottom line is, it helps people realize how to market as an event.

There’s another great example of marketing as an event that we all see every year here in the United States and it’s Black Friday, the day after Thanksgiving. It’s a huge sale, it’s an event, it’s exciting, and there’s a big lead-up to that event and then boom, here is the event, and then afterwards there are the news stories and what happened. It’s exciting.

In Canada—I grew up in Canada—we had Boxing Day, which is the day after Christmas, again, the 26th. It’s a big event. This is marketing as an event.

So people are drawn to excitement. There’s a magnetic instinct where if something exciting is going on we are drawn to it. So if you’re in business and you’re looking to market your product or market your service, find a way to do an event-based campaign, something exciting where you lead up to it, and then boom, the actual event itself, and then afterwards there’s an aftermath that you can take advantage of as well. And if you’re in a relationship and want to spice it back up again, do something exciting, anything, just do something exciting, maybe unexpected where you say, “Hey, honey, today we’re going to go out ride roller coasters all day,” whatever. It doesn’t matter what it is, “We’re going to go kayaking in the ocean,” something unexpected, something exciting that’ll add a spark and will get people engaged again in what they might have been excited about in the past but that excitement has faded. So excitement trumps romance, a big surge trumps a steady drip, thinking big trumps thinking small.

Thanks so much for watching this video. My name is Patrick, reminding you as always to think bigger about your business, think bigger about your life.

Patrick Schwerdtfeger is a keynote speaker who has spoken at business conferences in North America, South America, Europe, Africa, the Middle East and Asia.