Dear fellow zoomer in marketing,
Today I wanted to make sure I wrote you on the topic of media and marketing strategy for event-based campaign development.
I find that sometimes an organization can become so hyperfocused on steering the ship that they forget the need to listen to the digital market when it comes to their #mediastrategy. Almost as if being guided by some heightened state of survival, you find that teams can make the same mistakes over and over again, expecting different results. Well, let this serve as your opportunity to “snap out of it.”
Impersonal static graphics promoting your latest initiative flood a user’s feed regularly on LinkedIn and other platforms. To think that the average person does not have blinders on for this type of media is to live outside of reality.
Here is my advice:
Live #events need to be teased well in advance of their premier – both visually and auditorially. Instead of just a static graphic, try to initiate a “pre-recording” session with your host and guests, finding even one 30-second hot take within the footage that can be tied back to the upcoming event is a much more attractive attention grabber for your audience.
When creating promotional teasers speak to the individual, direct to camera, 1:1. If there is one thing personal and influencer accounts have had as an advantage it is that they speak to the individual, your ideal lead could get this information from anywhere, so why get it from you? What level of trust and relatability are you truly able to offer?
Always have a physical/downloadable takeaway as part of your event. You are increasing perceived value, elongating #brand recollection, and reinforcing your commitment to the attendee. An even bigger advantage is that in remarketing the event for on-demand registration you have a new position to offer the end-user.
So let’s review:
You could create your 2-3 standard static images for the event, and call it a day OR- hear me out, you could create an attention-gabbing teaser that can be used in your pre-premier phase of the event and even potentially recycled for on-demand lead generation post-event. You could also have a takeaway material that can be marketed completely independent of your recording AND as added value for your event. This is on top of the now tons of available content you have from your recording that can be snipped to further tease your audience. Hmm… just think about it!
Signing off for the day – until next time.
-Claudia Lopez
Claudia Cherrington Lopez 