In my last blog post, I’ve discussed on how effective video marketing and event marketing are when it comes to increasing ROI and engagement. Indeed, they have both become go-to tactics for the most successful marketers. But how are companies combining the two?
In a recent article, I wrote about how live streaming is about to boom, with platforms such as Periscope, Meercat, Facebook Live, and Blab all giving users the opportunity to live stream videos. The benefit of live streaming – and one of the reasons that Globalwebindex.com believe that live streaming is about to really take off – is its ability to allow interested parties to immerse themselves in the action in real time even when they’re miles away.
In terms of events marketing, live streaming can increase the amount of delegates considerably, which means that a company is able to maximise exposure to the event and therefore to their brand. London Fashion Week, for example, chose to live stream shows on digital outdoor screens, where thousands of additional viewers could see exclusive footage straight from the catwalk.
But it’s not just the live experience that can be enhanced with video. Many event organisers are choosing to promote their events with Hollywood-style trailers, which use effects, last year’s footage, and testimonials to generate enthusiasm and give potential delegates a sneak peek and feel for an upcoming event. Indeed, landing pages which feature such a video have conversion rates increased by up to 80 percent.
The video is also being used during events as an impressive way to introduce speakers and set the mood for their presentation. Whilst there’s nothing wrong with a spoken introduction, many events companies are finding that the amount of energy and hype in the room when a speaker is introduced via video is significantly higher than when introduced by another person.
And, after the event, too, many companies are using video to keep delegates inspired and to keep the conversation flowing. Recap and highlight videos are interesting for both past and future delegates and are being used to ensure that the best bits of an event help make the next one just as successful. Moreover, many companies are choosing to film their speakers and activities and then distribute this content (either freely or at a cost) to those who didn’t make it to the event or who have a particular interest in a certain topic.
It’s clear that there are many applications for video when it comes to marketing an event, and that video can be used to market an event before, during, and after it takes place. As video technology continues to develop (in particular VR, which some events companies are now experimenting with) we can expect the two to be used in ever more innovative and effective ways.