Well that was a disappointment. Months and months of hype all over the TV, radio and newspapers of how England are going to sweep the Aussies away in this year's Ashes, then I turn on the radio this morning to hear of the same old batting collapses and Australian hat-trick heroes. There is always the hope that they can turn it around, but you can't help but feel for the previously boasting England fans watching in Brisbane when Peter Siddle took his hat-trick wicket.
Anyway, this isn't a therapy forum for a hopelessly optimistic yet ultimately disappointed English cricket fan (although I have just had a new business idea.), but a look into the wonderful world of hype that surrounds everything in life.
Whether it's in sport, our home life or in business, hype is always surrounding the next big event. From what you are going to get for Christmas to whether Aston Villa will win the FA Cup this year (that's a whole different therapy forum) to how big an effect your next big client meeting will have, hype and expectation weighs heavy in all aspects of life.
In business there is more pressure added when disappointment can lead to potential loss in revenue or even loss of a job. For those who are charged with putting on a business event, pressure, hype and expectation await at every turn.
For those who are employed in the events sector, this is the type of pressure that those who are successful thrive on, so how do you make sure that your next big event doesn't end up like England's Ashes or Villa's FA Cup run?
Planning and expectation management are the key. It's better to play something down so people are pleasantly surprised rather than hype something up only for people to be disappointed. Be bold in planning and exceed people's expectations in implementation, but be coy and subtle in your handling of the event and your responsibilities.
Use all of your resources to make the right impression. Promotional gifts are an effective way of surprising people and there are plenty of options out there to take people by surprise. Promotional gifts exist that can surprise and entertain, painting you and your brand a positive light. If you are looking to put on an event to remember, then providing unique, bold and different promotional gifts will give people items to take away that will reflect the theme of your event. If people leave your event with something to remember it by then the legacy of the experience will be a lasting one, and
promotional gifts are an effective way of ensuring this.
Hype works in many weird and wonderful ways, and if you are looking to grab people's attention and ensure a high turn out then it can sometimes be the only way of building momentum for the event. But if you know your event will be well attended regardless, playing it coy and managing expectations can be the most effective way of making sure people don't leave disappointed.
If the worst happens and people are disappointed, at least you aren't an England fan in Australia. They could have months more disappointment still to come.
