"Fascinating messages don't have to compete for attention. They already have it." - Sally Hogshead

Welcome to the final installment of our Science of Event Marketing: Summer Sessions on fascination. Over the past weeks, we've explored six powerful triggers from Sally Hogshead's framework: Innovation, Passion, Power, Prestige, Trust, and Mystique. Today, we'll examine the final trigger and provide guidance on implementing a comprehensive fascination strategy for your next event.

Trigger 7: Alert - The Language of Urgency

• Core concept: Fascination through immediacy, scarcity, and consequences of inaction
• Psychological effect: Motivates immediate action by activating the brain's threat-response system
• Brand examples: Amazon's limited-time deals, Booking.com's "only 2 rooms left" messaging, limited edition product releases
• Warning sign: When your marketing creates no sense of timeliness or reason to act now

Spotlight: Booking.com's Mastery of Alert

How does a travel booking platform persuade millions of indecisive travelers to commit to purchases worth hundreds or thousands of dollars? 
Booking.com has perfected the art of the Alert trigger by creating a sense of urgency that converts browsing into buying through the strategic application of scarcity and time pressure:

1. The "Only X Rooms Left" Strategy
   
   • Booking.com prominently displays alerts like "Only 2 rooms left at this price!" or "Last room available!" next to hotel listings during a search
   • These messages are visually emphasized with high-contrast colors (often red) and strategic placement to ensure they can't be missed
   • The alerts create an immediate sense that opportunities are vanishing, shortcutting the normal decision process and prompting quick action
   • What makes this fascinating? By transforming a leisure activity (vacation planning) into a time-sensitive decision, they tap into our primal fear of loss and scarcity
2. Real-Time Activity Notifications
   
   • The platform shows dynamic notifications like "10 people are looking at this property right now" and "Booked 4 times in the last 6 hours"
   • These alerts create the perception of competition for limited resources, suggesting that other travelers might claim the room if you hesitate
   • The brilliance lies in social proof combined with urgency—not only is the room desirable (others are viewing it), but it might not be available much longer
   • This approach creates a powerful FOMO (fear of missing out) response that overrides price comparison and extended deliberation

Where most brands overshare in their desperation for attention, strategic withholding of information can create magnetic fascination that draws audiences in rather than pushing messages at them.

Practical Event Applications

• Create legitimate scarcity: Offer genuinely limited quantities of premium items or exclusive experiences rather than unlimited access, making it clear what attendees might miss
• Establish clear deadlines: Implement specific time windows for special demonstrations, celebrity appearances, or limited offers instead of continuous availability throughout the event
• Highlight opportunity costs: Communicate the specific benefits or advantages that will be lost if attendees delay decisions or miss specific event elements
• Use visual urgency cues: Incorporate countdown timers, capacity indicators, or real-time registration numbers for limited-access opportunities to create visual representations of scarcity
• Balance urgency with respect: Frame alert messaging around positive opportunities rather than negative fear tactics, respecting attendees' decision-making processes while still motivating action

The Fascination Advantage

Events and trade shows are overcrowded, high-stakes environments. Fascination isn't optional—it's essential. 

Remember Hogshead's core principle: "Different is better than better." In a world where competitors are fighting to be incrementally better, focus instead on being distinctively different through strategic fascination.

Thank you for joining us on this exploration of fascination in event marketing. These insights from one of my favorite marketing resources will help you create more compelling, engaging, and effective event experiences.

From my marketing library to yours,

Rhiannon Andersen

Chief Marketing Officer, Steelhead Productions