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Event marketing offers businesses the opportunity to gain face-to-face time with potential customers, immerse attendees in their brand and provide them with a memorable experience to look back on. However, there are many different aspects that make up a successful event marketing strategy.
One of the best ways for an event company to increase interest in an event and improve their chances of success is to make effective use of video content. Here, we take a look at six simple ways to leverage video marketing.
Pre-event promotion is extremely important. After all, Inc.com reports that around 70 percent of all event attendees will arrive with a list of the exhibitions or stands they want to visit. Using video content to spread the word or generate hype can be an effective strategy, because it can help to bring an audience closer to a brand.
In particular, it is sensible to make use of ‘behind the scenes’ type content, in order to heighten anticipation. Sneak previews of bespoke exhibition stands can also serve to build familiarity, so that people know what to look out for. This kind of video content can be shared on Facebook, Twitter, Instagram and on your company website.
One of the most effective ways for an event company to leverage video marketing is to use live streaming to broadcast parts of the event to a wider online audience. The key advantage of this is the ability to reach people who are unable to attend the event and allow them to feel like they are still part of the action.
There are also advantages to live video streaming in terms of improving audience engagement. For example, according to statistics compiled by MediaKix, users comment on live videos at 10 times the rate of non-live videos. Additionally, users watch live videos for around three times as long as they watch videos that are not live.
Nevertheless, there is a balancing act involved with live event streaming. Unless demand to attend is extremely high, you should consider only broadcasting small sections of the event. Otherwise, people may feel they have no real incentive to attend, because they could get the same experience at home.
You might also want to think about creating a dedicated landing page for your upcoming event, as this can help to boost ticket sales or registrations. Video content can be extremely useful in this particular area, because it has the capacity to increase landing page conversions by as much as 80 percent, Unbounce says.
One of the reasons for this increase is that videos increase the amount of time visitors spend on a landing page, allowing you more time to persuade them to carry out the desired action. Generally, however, it is best to avoid using an auto-play function, as this can take people by surprise and cause them to leave the page.
Search engine optimisation is the process of optimising web content, in order to boost its rankings within search engine results pages. As a result, the content becomes more visible and more people see it. Although SEO is most commonly associated with web pages, the principles can also be applied to videos, ensuring more people see them.
According to an article from Search Engine Watch, the most important elements to focus on are the title and the description, so try to include keywords in these. You should also make sure the filename for your video is relevant. For extra SEO points, you may also wish to include a text transcript either on the page, or within the page code.
One of the more inventive ways to leverage video in order to enhance an event is to integrate video content into your stand or booth. This is easier to achieve with bespoke stands, but even modular exhibition stands can be designed to include screens and, therefore, video content.
Used in this context, video can go some way towards replacing more traditional signs, banners or branding. You can use video within your exhibition stand to draw attention to your stand, let attendees know what your business does, advertise new products, or promote special deals or exhibition features.
Finally, it is important to try to use video marketing to actually encourage viewers to do something. For this reason, you should include a call-to-action. This can be achieved by including a click-able link in a YouTube video, for instance, but it can also be done by including a call-to-action in the description, or in an email containing the video.
“Videos need to garner certain user actions, whether it is getting them to visit your event, share your video, purchase event ticket, or making them come for a meet-n-greet,” Yapsody explain, in an article published by Medium.com. “The most effective place to add a call-to-action in your video is at the end.”
Reno Macri is a founder and director of a leading exhibition and event company Enigma Visual Solutions, specialising in event branding, event production, exhibition stand design, exhibition services in London and much more. He enjoys sharing his thoughts on upcoming marketing ideas and design trends. Feel free to follow him on Twitter.