Today, most of organisers think about introducing new
technologies and innovation in their events. However, professionals have to
measure whether the event is appropriated or not and whether visitors will
understand this new approach. The event industry is changing so
fast, with a multitude of new technologies appearing to impress and attract
visitors, extend communication on the event and simplify the organisation
process. Event companies want to insert those new tools in their event. In
fact, Internet video is becoming a strong tool for
communication and marketing in the event industry. This article will focus on
the impact of this growth for the promotion and extension of the life duration
of events with examples and ideas for improvement.
According to ComScore, the number of videos watched in the U.S. grew by
660% month-over-month from February 2011 to February 2012. U.S. viewers watched
nearly 38 billion videos during the month of February 2012 along with 7.5
billion video ads with Google’s YouTube generating the highest number of views
at 16.7 billion. This is due to the growth of “Smartphones”, “Tablets” and
other mobile devices and also due to the easier and faster connection made
available by social networks.
People grow with television and use
to watch videos. The impact of videos becomes stronger than the message that a
web page or a flyer can deliver. Videos are more effective for audience
retention than other tools of communication and marketing. Studies shows that
we remember 10% of what we’ve read, 20% of what we hear, 30% of what we see,
and a huge 50% of what we hear AND see. Indeed, meeting planners try to use the
video promotion for what it offers as facilities (higher audience, engagement, Plummeting Costs, accessibility …)
So how can you optimize your video
promotion? Few recommendations:
Before the Event:
·
Create a promotional video: quick overview of the
coming highlights, speakers, registration link …
·
Post this video to YouTube and your website, and use
embedded video links in promotional emails for the event
·
Post musicians, and other entertainers YouTube clips
on the event page
·
Aggregate these videos in one spot online
·
Post these promotional videos on your social networks
pages
·
Create an event Twitter #hashtag to promote as a
search vehicle through all social media channels.
During the Event:
·
Webcast the
keynote addresses and other key portions of the event
·
Stream other
portions of your event to remote audiences in a hybrid meeting format
·
Use the video
produced to provide introductions and compelling content at the general
sessions
·
Video record
your CEO or other executives discussing something cool
·
Encourage
speakers to incorporate video in their presentations
·
Bring in remote
speakers using streaming video
·
Capture video
of the educational sessions, event press releases, Gala dinner …
·
Interview
satisfied attendees to use to promote the next event
·
Include QR
codes in exhibit hall signage and in printed material
·
Encourage
attendees, speakers and attendees to collaborate and share
After the Event:
·
Video
recordings of the sessions (all or part of them) can be posted for on-demand
viewing
·
Videos of key
sessions can be highlighted throughout the year, providing continuous fresh content
·
Let your speakers, exhibitors, visitors and others
express the success of your event
·
Time to feature sponsors in promotional videos
All in all, it would be a tremendous mistake
not including videos for pre, during and after event experience either to
refresh visitors memory or showing others what would they miss if they decide
not to be the part of your revenue.
Contributed by Hamza FARIS & Miroslav MILETIC
Article: Ball,
C. (2012). Using videos to promote and extend the life of your event, retrieved
from: http://www.corbinball.com/assets/docs/VideotoPromoteYourEvents.pdf
No comments:
Post a Comment