"The most valuable messages are often the ones left unsaid." - Sally Hogshead

Welcome back to our Science of Event Marketing: Summer Sessions on fascination. We've explored five powerful triggers so far: Innovation, Passion, Power, Prestige, and Trust. Today, we're examining one of the most subtle yet effective concepts from Sally Hogshead's "Fascinate" framework. This book continues to influence how I approach both strategic and tactical marketing decisions.

Trigger 6: Mystique - The Language of Questions

• Core concept: Fascination through selective information, strategic ambiguity, and the power of questions
• Psychological effect: Activates curiosity, creates mental engagement, and builds interest through information gaps
• Brand examples: Apple's pre-launch secrecy, Coca-Cola's proprietary formula, Beyoncé's surprise releases
• Warning sign: When your marketing reveals everything at once, leaving no room for discovery or engagement

Spotlight: Beyoncé's Mastery of Mystique

(Sources: WireImage for Parkwood/ Julian Dakdouk/PictureGroup/Shutterstock/ Bexx Francois/For The Washington Post/Getty Images)

How does an artist maintain cultural dominance and audience fascination in an era of information overload and constant accessibility? 

Beyoncé has revolutionized how performers connect with audiences by strategically withholding information and creating moments of collective discovery:

1. The Surprise Album Drop Revolution 
   
   • On December 13, 2013, Beyoncé shocked the music industry by releasing her self-titled visual album with no prior announcement, promotion, or warning—simply posting "Surprise!" on Instagram at midnight
   • The project, featuring 14 songs and 17 accompanying videos, was created in complete secrecy with code names for every track and strict non-disclosure agreements for all collaborators
   • The result? Over 1.2 million tweets in just 12 hours and nearly 500,000 albums sold in the first day—without a single dollar spent on traditional marketing
   • What makes this fascinating? By deliberately creating an information gap, Beyoncé turned her album release into a cultural moment that demanded immediate attention and participation
2. The Art of Selective Visibility
   
   • Despite being one of the world's most famous performers, Beyoncé rarely grants interviews, maintains tight control over her image, and chooses to communicate primarily through her creative work
   • Her social media posts are carefully curated, often without captions or explanations, leaving fans to interpret and discuss their meaning
   • When she does share information, it's typically through surprise announcements or cryptic teasers that reveal just enough to spark curiosity without satisfying it
   • This approach creates a perpetual state of anticipation among her audience, with fans constantly searching for clues about her next move

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 progressive reveals: Design multi-stage experiences that unfold gradually as attendees engage, rather than displaying everything at once with no element of discovery
• Use strategic information gaps: Develop pre-event communications that hint at exclusive offerings without revealing everything, building anticipation through selective disclosure
• Design discovery journeys: Create spaces with partially concealed areas or interactive elements that reward exploration and curiosity rather than making everything immediately visible
• Ask before telling: Train staff to begin interactions with thought-provoking questions that lead prospects to discover benefits themselves instead of reciting feature lists
• Extend the intrigue: Implement digital "unlock" experiences with exclusive content accessible only through specific attendee actions, continuing the mystery beyond the physical event

Stay tuned for our final installment next week, when we'll explore the Alert trigger and wrap up our fascination journey with strategic implementation guidance for your next event.

From my marketing library to yours,

Rhiannon Andersen

Chief Marketing Officer, Steelhead Productions