The Emotional Promise of Broadway In 1977, the speaker's love for live events was ignited by ads in The New York Times. These ads held an emotional promise and potential for excitement, leading to memorable experiences with plays and musicals. When working on branding for 'Rent,' the speaker marketed it as a true Broadway musical targeting emotionally connected audiences rather than rock fans. Similarly, when marketing 'Chicago,' they focused on capturing the sizzle of the cast instead of spectacle or plot details.
Defining Your Event The concept of an event is defined as how guests recommend a project positively to others. To create a successful event, one must know their specific audience and define selling points effectively while ensuring promises are true and easily transferable between people. The non-event represents what you would least like someone to say about your show or project; failing to create your own compelling event can lead consumers towards this negative perception.