Marketing Myopia
If the club defines itself by its events, it disappears the day events stop working. The question to answer is who you are for, and it is harder than it looks.
The railroads declined because they thought they were in the railroad business rather than the transportation business — and a club defined by its events is doing exactly the same.
- We run eventsA first-year wants to meet people, a third-year a line on the CV
- What event shall we run this term?Is an event even the best way here?
- We send the alumnus an invitationThe alumnus needs a reason not to disappear
In thirty minutes, everyone privately finishes this sentence: "Our club exists so that ______ can ______." Neither the blanks nor the sentence may contain "event", "activity" or "organise". If you end up with four different sentences, that is your real problem.
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