Discover how the Kennedy Center's "Know Before You Go" page inspires event marketers to educate and empower their audiences for unforgettable experiences.
The Setup
Empowering Audiences: What Event Marketers Can Learn from The Kennedy Center
Attending an arts event for the first time can feel like stepping into a foreign culture. What should you wear? When do you clap? Are photos allowed? For newcomers, these questions can create unnecessary stress that detracts from the joy of the experience. Recognizing this gap, the Kennedy Center developed its "Know Before You Go" landing page – an invaluable resource that educates attendees on the do’s and don’ts of being in an audience. Covering everything from dress codes to etiquette across various types of performances, the page demystifies the arts and empowers audiences to feel confident at any event.
This type of resource is an often-overlooked opportunity for event marketers. While the Kennedy Center’s focus is on performing arts, the concept translates seamlessly to sports, experiential activations, and virtually any event. Let’s break down why this approach is worth your admiration – and how you can replicate it.
Why it Matters
The "Know Before You Go" page goes beyond mere logistics; it’s a tool for audience empowerment. By anticipating and addressing common concerns, the Kennedy Center removes barriers to attendance and creates a more welcoming environment for both first-timers and seasoned arts enthusiasts.
Here’s why it’s so impactful:
- Audience Education: The page provides practical advice for different types of events, from ballet performances to rock concerts. It covers key details like when to arrive, how to behave during quiet moments, and whether it’s okay to snap a selfie.
- Reducing Intimidation: For many, fear of the unknown can be a deterrent to buying tickets. By providing clear and friendly guidance, the Kennedy Center helps ease those anxieties, encouraging more people to take the plunge and attend.
- Enhancing the Experience: Educated audiences are engaged audiences. When attendees know what to expect and how to participate respectfully, the overall atmosphere improves, benefiting both performers and fellow patrons.
- Positioning as a Trusted Resource: The Kennedy Center’s thorough and thoughtful approach reinforces its brand as not just a venue but a cultural guide. This builds trust and fosters loyalty among its audience.
The Takeaway
The Kennedy Center’s "Know Before You Go" landing page is a masterclass in audience engagement through education. Event marketers should take note: this concept has universal applications.
Imagine a similar resource tailored for:
- Football Games: Providing tips on tailgating etiquette, cheering respectfully, understanding ticketing processes, and dressing for weather and team spirit.
- Experiential Events: Offering guidance on how to interact with installations, capture photos without disrupting others, and share responsibly on social media.
- Golf Tournaments: Explaining the importance of staying quiet during swings, how to navigate the course as a spectator, and appropriate attire for the event.
Creating a "Know Before You Go" resource for your events demonstrates care for your audience and helps ensure every attendee feels prepared, confident, and ready to enjoy the experience. It’s a small investment that can yield significant returns in customer satisfaction and brand perception.
So, event marketers: what’s your version of this? How can you educate and empower your audience to become pros at your events? Follow the Kennedy Center’s lead, and you’ll foster more than attendance – you’ll create lasting connections and memorable experiences.