"In a distracted, overcrowded world, the ability to fascinate is the most powerful way to influence decision making." - Sally Hogshead
Welcome to our new series in The Science of Event Marketing: Summer Sessions, where we're exploring the power of fascination in creating memorable brand experiences. This powerful concept comes from Sally Hogshead's groundbreaking book Fascinate: Your 7 Triggers to Persuasion and Captivation - a cornerstone resource in my personal marketing library that has transformed how I approach both company-wide marketing strategies and targeted campaign development.
In today's oversaturated market, being "better" isn't enough - you must be different. Fascination is that critical force that makes your message impossible to ignore in a sea of sameness, particularly in the high-stakes environment of trade shows and events where attention is your most precious commodity.
Understanding Fascination
- Definition: The intense psychological state of focus that temporarily suspends rational thought and heightens emotional connection
- Marketing impact: When fascinated, attendees are more likely to remember your message, engage with your brand, and take desired actions
- Event application: Create memorable moments that extend your brand impact beyond the physical show
- Competitive advantage: Differentiate your presence by triggering emotional rather than merely rational responses
The Seven Fascination Triggers
Hogshead identifies seven distinct "languages of fascination" that can captivate audiences. Over the coming weeks, we'll explore each in-depth, starting today with the first trigger:
Trigger 1: Innovation - The Language of Creativity
- Core concept: Fascination through ideas that challenge assumptions and present new solutions
- Psychological effect: Innovation stimulates curiosity and rewards the brain with dopamine when exposed to novel concepts
- Warning sign: When your exhibits feel like "more of the same" or attendees can predict your entire presentation
- Brand examples: Apple's product launches, Tesla's reinvention of automotive experiences, Patagonia’s ability to align product launches with its brand ethos
Spotlight: Patagonia's Innovative Approach to Marketing
What makes Patagonia such a fascinating study in innovation?
It's not just their outdoor gear—it's how they've woven their core values of sustainability and ethical practices into every initiative. They've created a brand story that breaks all the conventional retail rules:
- "Don't Buy This Jacket" Campaign
In 2011, Patagonia launched a revolutionary Black Friday campaign with a full-page New York Times ad that urged consumers: "Don't Buy This Jacket." Instead of pushing sales, they detailed the environmental costs of their best-selling fleece jacket and asked consumers to consider if they truly needed it. This counterintuitive approach:
- Challenged the fundamental consumption model of retail
- Created immediate fascination through the unexpected message
- Positioned the brand as authentic by prioritizing values over profit
- Paradoxically boosted sales through increased brand respect and loyalty
- Worn Wear and Repair Initiatives
Patagonia's Worn Wear program encourages customers to repair, reuse, and recycle their gear rather than buying new items:
- They operate repair centers that have fixed over 100,000 items of clothing
- They created mobile repair trucks that travel to events, teaching customers how to extend product life
- They resell used Patagonia gear, creating a circular economy model within their business
- They provide detailed repair guides, encouraging self-sufficiency among customers
The innovation here isn't technological—it's conceptual. By challenging the "buy more, throw away, repeat" mentality that dominates retail, Patagonia created a fascinating alternative that disrupts industry norms while strengthening customer relationships and brand loyalty.
Practical Event Applications
- Break conventional booth layouts: Instead of standard product displays, create an unexpected discovery journey that reveals offerings progressively as attendees engage
- Challenge assumptions: Open presentations with counterintuitive insights that make attendees question industry norms, then demonstrate your fresh approach
- Transform interactions: Replace typical sales conversations with problem-solving workshops where attendees experience your innovative thinking firsthand
- Reimagine touchpoints: Swap traditional brochures for interactive digital experiences that evolve with user engagement, creating memorable "wow" moments
- Extend the experience: Continue the innovation narrative beyond the booth with progressive content reveals and giveaways that demonstrate your creative approach to challenges
Stay tuned, next we'll explore two more fascinating triggers, Passion and Power, and how they can transform attendee engagement at your next event.
From my marketing library to yours,
Rhiannon Andersen
Chief Marketing Officer, Steelhead Productions