Turn your event content into a marketing goldmine
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Events season is back, are you ready?
Earlier this year we were told to fasten our seatbelts, as ‘2022 will be the busiest year for in-person events’ [inc.com, 2022).
And with the inarguable rise in post-pandemic business confidence, coupled with our pent-up demand to once again get back in the room with one another, it’s no wonder the 2022 UK events season looks to be rather a big one over the next few months.
“75% of global survey respondents say they’re either very or somewhat optimistic about hosting events this year. Their hopefulness is driven by an overwhelming sense that the rest of the world is eager to gather in person again.”
– Eventbrite Event Trends Report 2022.
Innovative, creative & fuelled by a desire to see people in person again
From computer science and conservation to robotics and poetry, over the next few months there’s an event planned for pretty much any business sector or specialism you can imagine. It’s refreshing to see several of our closest clients and partners either putting on or exhibiting at events in their industry too.
“For me it’s about energy and connection. Those impromptu connections don’t happen at digital conferences either – whereas that’s part of the buzz and value of going to a conference in person ... and I’m feeling really excited about it!"
– Rich Cook, CEO Mindset Practice
The pressure’s on for event marketing teams to deliver a return
Brands spend serious amounts of time and money planning events which aim to deliver serious returns on those investments. Whether the goal is to return a profit, raise brand awareness, generate leads or attract talent; it’s clear that marketing teams face new challenges every year to make these events bigger, better and of course more successful.
“Between 50-100k is quite common and ROI usually comes down to leads gathered or impressions. Depending on the campaign”
– Joe Gilliver, Founder, The Chameleon Agency
Most organisations spend more than 25% of their marketing budgets on events (CIOreview, 2019). And with 74% of event planners listing social media as the most effective tool for marketing an event (Larisa D), we’re sure you’re already compiling your marketing assets to smash this years targets.
But have you thought about how you could also leverage some of this years hard work to streamline and amplify next years marketing efforts too?
Video marketing for your event
It’s no secret that video ticks so many marketing boxes in terms of promotional content; it’s eye catching, it’s memorable, it’s easily re-purposed and despite many preconceptions it doesn’t have to cost the earth.
“We’ve re-written our event playbook, and I’m eager to see how our changes are embraced. How people interact, given for many it will be their first large in person event in a long time.”
– Richard Bradshaw, BossBoss, Ministry of Testing
Recent reports also suggest that video ads get an average of 48% more views in comparison to all other ad types. So if you’re not already weaving video content into your event marketing strategy, or if you’re looking to minimise spend whilst maximising results, then this next section is here for you.
Cost-effective ways to add video to your event marketing ecosystem
Over the course of the last twelve months, we’ve been to many events both as attendees as well as being hired in to film. We’ve captured a whole range of content, from purely event highlights, to vox pops to full on interviews too. There’s so much potential to soak up and create lasting memories of the atmosphere, the activities and the success of a live event.
“Video serves as an incredibly effective reminder for people, and to promote how amazing the event was if they couldn’t make it, helping to generate and maintain engagement and interest”
– Claire Smith, Evolve Together
Five low-cost ways to integrate video into your event marketing
Because if costs are prohibitive then you’ll be reassured to know it doesn’t need to involve huge crews. Here’s how:
Interview sponsors in the run up to the event either in person or through a screen recording software. Ask them to share some insights into why they’re involved and what we can expect from them at the event. Even better if you’ve got someone there on the day to catch up with those sponsors and capture how it’s all working out
When promoting the key note speakers, invite audiences to film one ‘ask me anything’ type question which may be asked on the day. Remind them to use the event hashtag when they publish. And if technology allows those video questions could be played out on stage for the speakers to answer live.
Plan a challenge or competition on event day that involves finding clues throughout the venue, perhaps with a sponsored ‘selfie station’ at each clue location encouraging participants to share an update on their progress or ‘submit their answers via video’
Publicise an event hashtag as a means to align all the UGC (user generated content) already being captured and shared across social media by attendees
Incentivise attendees to self-shoot an event review video, either on the day or through a follow up email marketing campaign
Adding user generated video content (UGC) to your event
There’s almost always such a huge amount of activity going on at events, which often results in plenty of video content being captured and shared by the people who’re there as sponsors, hosts or attendees anyway.
Finding ways to tap into and encourage this UGC means you’re acquiring a bank of content for next to nothing in terms of your own time and money!
That content life span is longer than you might expect too
The great news about any content you gather at this years event is that you’ve got a plethora of potential uses for it. Here are just three to start with:
With an on-site editor in place, you can shoot and publish an event highlights reel to attendees as part of the event closing presentation. You should see people's faces when they realise ‘hold on, that was me, here, just an hour ago?!’
You can create one - or several - re-purposed edit(s) that can be published across any number of social media channels as a means of celebrating and thanking attendees and sponsors for taking part within the days/weeks following. And for anyone to whom this might be the first they’ve seen of the event; you’re starting to whet their appetite for next year already
You’ve built a goldmine of content to re-position when it comes to promoting the event next year, with a subtle tweak to the call to action, perhaps even coupled with some well thought out planning ahead, it won’t cost the earth to head back into the edit suite with the content you’ve already banked.
One simple question to unlock maximum value from your event video
There’s one question we weave into early conversations with all of our clients and partners;
What can we include in the brief now, that will reap rewards when it’s time to promote this event next year?
And when they’re not entirely sure of the answer, we’re there to help them work it out with a few simple ideas and suggestions.
Because when you consider that any investment made in filming this year could very easily continue reaping rewards for your brand over the next twelve months, the ROI of any time and money spent on filming starts to become much more valuable.
And with professional event video packages that start at just £950, we’re looking forward to a busy event season capturing all that hard work and delivering value to all of our clients and partners!
How early do you need to start planning your event video?
Whilst we’d always advise that the more notice you can give the better, in short actually it’s never too late!
And if you’re not sure where to start or what’s possible for your event, then start by checking out our simple, tiered event packages then get in touch with our studio team to find out hot to turn your event content into a marketing goldmine.
Do you want to create a goldmine of event video content too?
Click on the button below and see how we can help you maximise video content at your next event!
And if you liked this blog then please share it with your event and marketing contacts and tell them to follow @itsmajestical to be kept up to date with more ambitious video production and animation success.
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