by Scott Ragain and Theodore Sloan
Virtual and hybrid events have their place. That said, 98% of event professionals plan to host one or more in-person events in 2023, and 85% plan to host at least three live events. 95% of marketers believe in-person events help achieve business goals[i], and, moreover, 76% of B2B marketers feel in-person events represent their winningest strategy[ii].
Boosting Attendance with Digital Content
You may have wondered when you will see an uptick in numbers for your own event. The two questions to ask and answer are 1. What you can do now and over your next 3-5 recurring events to recapture and increase attendance by the general public and target demo(s) and 2. How to engage on a level that incentivizes B2C, B2B, exhibitors, and sponsors to not only attend, but share you event with others.
Be smart and plan ahead by turning your event into a marketing machine. Generate and curate your own event marketing content, and follow a pre-planned strategy on when and how best to use the captured content. The optimum time to capture the energy of your event and gather engaging marketing content is when your content providers (attendees, exhibitors, sponsors, awardees, speakers) are all in the same place – enjoying your event! Here are two strategies you can use to build the hype for your next event.
Videos
Did you know that in 2022, people 18+ spent more time watching videos (as in videos with audio) on their electronic devices and listening to ‘audio only’ platforms than they spent sleeping[iii] ?
Event planners might be surprised to learn that a 2–4-person, specialized event production team can crank out enough event video in a day to take event photos, capture a keynote speaker presentation, interview event speakers/experts, record a roundtable discussion or awards ceremony, interview awardees, and obtain fantastic testimonials from attendees, exhibitors, and sponsors. All of this video can be used later to show what people/companies can expect to see and learn at your next event.
This key marketing content can also be edited into 30+ smaller video bites for strategic social sharing, e-marketing, and audio-repurposing for blogs/third-party amplification sites such as Reddit or Meetup. Use the content to create a strategic ad/marketing campaign. Post educational, informative, and ‘teaser’ content 3X weekly, beginning 8-12 weeks out from your next event. Remember, your event’s brand is sacrosanct, so stay ‘on target’ with your branding. Capturing value-added content for sponsors and exhibitors encourages them to share your event with their employees and contacts. Most importantly, captured content must include both ‘evergreen’ and time-sensitive content.
Event Podcasts/Vodcasts
On demand audio is here to stay. Vodcasts are video podcasts, and vodcasts are an extremely versatile tool that can be easily adapted to market your events.
An experienced podcast team can produce 20+ podcasts during a one-day event. Monetize your podcasts by placing commercials/spots in them for sponsors and exhibitors, and always save room for a spot to promote your next event. Podcast guests can be the same you use in video. Initiate podcast drips 8-12 weeks out on multiple podcast platforms, social media (YouTube included), event website(s), and your e-marketing list. Limit podcast length to 15-20 minutes. Even an event banner/placeholder (including your event name, podcast guest, and QR code) makes quite a statement as a LinkedIn post.
Start Building Your Content Library
Creating content your brand owns and strategically putting that content to work to increase attendance is an event marketing line item that will increase interest and attendance to your future events. The sky is the limit for digital event marketing content, so get creative and market your event in such a way that would make you want to attend.
MEET
EG Media Group is an A/V, content creation, and media marketing company based in St. Louis, MO. To learn more information, visit egmediagroup.com.
[i] Bizzabo 2022 & 2020
[ii] Writers Block Live, January 23, 2022
[iii] Activate 2022
