
It was considered a huge disaster for its investors.Yet to most it will forever be known as one of the greatest outdoor concerts of all time: Woodstock. A lot can be learned about what was so right and so wrong about the “meeting” in Bethel, NY. Let’s talk about what was wrong first.
1. Location –The city of Woodstock refused to grant permits for the event, so the festival was moved to a field on a farm in Bethel, NY at the last minute. A logistical nightmare ensued. TAKEAWAY: Get your location nailed down as quickly as possible giving you the time needed to get logistics ready for your event leaving you time to focus on the important stuff, like content.
2. Infrastructure –The field in Bethel could not even come close to supporting the number of people that ended up descending on the small town. Some attendees claimed they never even saw the stage! TAKEAWAY: It is critical that the location infrastructure of your meeting can handle the number of people that could attend. If your meeting is virtual, it would be a shame to turn people away or create a negative online experience due to lack of bandwidth or room.
3. Registration – in case of Woodstock, the organizers could only confirm “registrants” or attendees based on the number of tickets sold prior to the event. Because they advertised that tickets could be bought at the event, they had
no idea how many people would actually be attending.
TAKEAWAY: As a marketer, carefully plan your registration process. Know who is going to be there so you can cater content appropriately, and follow up in a meaningful way.
Now let’s talk about what was oh so right.
1. Timing – 1969 was a year when the hippie counterculture was at its peak. A huge influence to this way of life was music. The organizers capitalized on this and thus, the timing for staging a massive music festival couldn’t have been more perfect! TAKEAWAY: In business, understanding the relevance of what is being presented is huge. Think about the myriad endeavors that have flopped because they were “ahead of their time”, such as Van Gogh and Webvan.
2. Content – What didn’t hurt Woodstock was that the organizers secured some of the hottest bands at the time to perform. TAKEAWAY: If there is an influential thought leader that is widely known and admired by the audience of your meeting, make the extra investment to have him or her participate.
3. Participants –The sheer size(200,000 people) of the event is part of what made it so astonishing. Simple WOM is what brought so many people to Bethel. People were excited and wanted to bring their friends to share this experience. TAKEAWAY: Never underestimate the power of WOM. Utilize social media to the fullest extent possible to get the word out for your events.