Creating a buzz around your event is really hard, especially with so much competition. Online marketing of course helps with so many different types of content and channels you can use for a fraction of the resources of anything offline. Online videos can be used at pretty much every point. From pre-event promotion through onsite video screenings to post follow-ups and social media sharing .
Get some hype
Build up the hype, and get your target excited about the event. Unless you’re CES or MWC you have some major competition lined up at any point of time and need to do as much as you can to stand out. Speaker line up and hot topics are of course important but giving a generally good vibe on what the event could bring to your audience is important too.
To capture an event's vibe it's important to create a video that corresponds to the events identity. Check out below the videos we made for Le Foire de Paris. The combination of the right music, an outstanding mascotte and slick animation breathes the energy of the event.
You want to build excitement of course but at the same time you also need the people to feel related and connected. What kind of video? Add some short snippet videos in your email marketing promoting the upcoming event or get some of your keynote speakers on camera for a few minutes to get the experience feel more real. If you have a great venue or city location to show-off you can shoot a short promo about that too. Or in case you’re all up or crunching some facts in, show an infographic video and let the numbers do the talking. Basics for last: add the videos on your landing page so visitors can get a first real feel on what your event is about (and more importantly) why they cannot miss it. It’s also a miraculous SEO booster.
Being on the spot
Daily highlights either pre-shot or created on the spot can give attendees some insights on what’s been happening. It’s also a great way to engage with those who are not on the spot by bringing the conversation online. Short videos for attendees arriving showing them an interactive map on what is where can ease the registration process and take some weight off the shoulders of staff on spot. These could be really helpful especially when venue and programme maps get over confusing and can help guide your participants in the right direction instead of nervous stumbling building up queues. Getting so many stakeholders in one space for a few days is also an opportunity you can’t afford to miss. Shoot testimonials, get top notch brand ambassadors on camera and show it off at some later stage.
Keep the buzz
Once the adrenalin runs out and your marketing team is near exhaustion the sound of that mega tonne weight off their shoulders will be noticeable. It’s more than tempting to drop it then and there, but follow-up is important as we know it too well. After a few days and weeks you can start showing off retrospect videos on best moments and highlights.
You want to help participants remember how awesome it was to be there and come back for next; or build on the FOMO (fear of missing out) and get those who didn’t make it this year to surely sing up next time. It’s also the best material to use for your next events promotion and close the cycle.
There are just too many ways where you can use video at events and unless you have unlimited resources you have some tough choices ahead. Whichever you choose to go for people will appreciate it and remember it. And that’s what event marketing is for.