Happy Friday,
Last week, I talked about how hard it is to get people to show up for events. This week, I’m going to say that high attendance isn't always the point.
We co-hosted an improv workshop with Opine for solution engineers during Tech Week, facilitated by Second City. The idea came from our Demand Gen Lead, Meredith, who noticed SEs often had theater or comedy backgrounds.
100+ people registered. Turnout was lower than we hoped, and at first, I let it get to me.
But everyone who showed up was so engaged and kept complimenting us on:
Learning something new instead of going to another happy hour
Fun exercises that are tied to real skills: listening, brainstorming, teamwork
A low-pressure format that warmed up even reluctant attendees
That's the "yes, and" of event marketing. Yes, fewer people showed. And it left a bigger impression than a packed bar ever would.
Sorry, I had to sneak a “yes, and” reference in.
It even caught the eye of Isaac Ware for his site, showing unconventional GTM plays.
See the recap on UglyGTM.
-- Natalie Marcotullio (Head of Growth + Product Marketing)
