Information for PSAs can be prepared in point form, as a script, or pre-recorded. Radio program or feature — Taped news and public affairs features provided by an organization at no charge to radio stations. Programs and features may be on such topics as consumer hints, author interviews, and new product information. Reader tip sheets — Sheets that contain helpful tips on various subjects for media audiences. Video news release VNR — A videotaped news story produced by an organization and distributed to television newsrooms.
VNRs are particularly useful at times of crisis or when an organization has an angle based on unusualness or human interest. VNRs may be accompanied by B-roll footage. Audio phone feed — Providing radio stations with a special number they can call to tape one or two minutes or less of information you have recorded for continuous automatic sending.
This provides stations with actualities they can use. Interview — An organizational spokesperson is interviewed by a reporter at the request of either the organization or the reporter. A broadcast interview can be live or taped for presentation later. Media availability — Informing reporters that a spokesperson will be available for interviews on a specific date s at a specific time or times at a specific location.
Media briefing — A session designed to provide background information or explanation rather than spot news to interested media representatives who often are given background materials as well. Media centre or press room — A room designated exclusively for the use of reporters.
Some institutions, such as the White House, have year-round press rooms or centres. Other organizations set up centres on or off their own premises on as as-needed basis and for a limited time only. Along with these physical rooms, Web media centres are becoming increasingly popular. Media drop — This involves arranging to have a celebrity, spokesperson, mascot, etc.
It also refers to dropping off creative PR props and other materials to create buzz and hopefully earn an on-air mention. Media junket — An all-expenses paid trip offered to reporters so they can witness an event, interview a celebrity, or see a facility. Although not acceptable to straight news media, they are still offered to and accepted by some travel, sports, and entertainment reporters.
Reporters may receive PR tools such as bios, media kits, photos, etc. Media participation — Obtaining the support of a particular media outlet or outlets regarding an event or cause. This could involve promos, prizes, ticket giveaways, or a range of celebrity activities. Media preview or showing — A showing or performance prior to general availability, public release, or actual opening. Media tour — A client or an organization spokesperson is sent out to visit media outlets — in town or out of town — for interviews and appearances.
Another kind of media tour involves traveling to media outlets to brief key journalists. News conference — A media event organized by someone who wishes to make an announcement directly to the news media. News conferences usually are called to provide reporters with details on spot news. See when people are most likely to buy tickets to your events, so you can promote at the ideal time. See the impact your marketing has on ticket sales and RSVPs with clear campaign reports.
Get Started. In one spot. Email marketing. Instagram growth ads. Pop-ins are most commonly used to drive visitors to sign up for your email list but can be used for any desired additional actions such as app downloads, coupon downloads, and social media following.
First and foremost, the focus should on creating a well-designed website or registration page. This is ideally an introduction to the event that uses concise copy that resonates with the target audience supported by images that clearly illustrate the event. Only once this is achieved can a carefully placed pop-in be a valuable way to highlight a call-to-action.
Never before. One of the core principles of growth hacking is making every attempt to use the most amount of inexpensive touchpoints to drive towards a conversion. This style of pop-in are an even more sophisticated variation of call to action visitor interruption. Content is a crucial lifeline of event marketing. Event marketers have a responsibility to develop and use good content in their event marketing.
Long-form content such as content videos or blogposts may take more resources to develop, but in most cases, it is well worth it. Poor content, in any format, quickly loses viewers or readers. Call it an article, white paper, report, blog post or even a guide, in the age of character tweets, what place is there for long form content in your marketing? The answer lies in knowing your audience. The more niche you can get and the more value you can provide that niche, the higher likelihood of success with longer form content.
You have to focus on writing something no one else could, to groups no one else is writing to. Content marketing is not a way to get people TO your products, it IS one of your products. Long-form content allows for deep analysis of one topic or a wide comparison between key topics. It also allows for all types of repurposing, which is particularly useful for social media.
As more long-form content is developed, the opportunities multiply as this gives you the ability to cross reference and combine content into further content. Long-form content is alive and well, and event marketers are more creative than ever at using and reusing it.
The lines between what is currently considered marketing best practice and growth hacking get blurred every few months. Usually growth hacking marketing is defined as a form that emphasizes more experimental campaigns focused on fast results, especially in the areas of growing audiences. The reason growth hacking is featured in our trends is because the marketing landscape is moving so quickly that only through result driven trials can you determine the right formula for success.
Many clever event marketers use automation and machine learning to grow communities, gain followers on social media and fill up events. The tools available are constantly improving and techniques are never far behind. Growth hacking involves constant experimentation and testing with plenty of risks along the way.
Growth hacking will undoubtedly continue to grow in , but as consumers become more concerned about their data privacy, questions on the marketing techniques used will continue to be raised. Event marketers that rely too heavily on the wrong type of growth hacking risk alienating the community around their event. The smart event marketer will use wholesome tools and techniques that offer clear value to the event participants.
Rapid unsustainable practices are the product of poor growth hacking techniques. Buying followers in order to trick people into thinking you are credible, and most forms of content automation will hurt rather than help any strategies that are based on long term success. Web-based applications such as Tweepi allow you to target the followers of competitors or influencers in order to rapidly build your audience. Targeted automation of post liking on platforms like Twitter and Instagram also often result in fast follower gains without being seen as a spamming technique as with post commenting automation.
If your main goal is website conversion, social media posts geared at reeling people in for the full story on their site is key. Steer clear of clickbait schemes by focusing on value in your post with additional value on your site. Enticing graphics will help convert clicks and variations of images with different takes on the calls to action will also stretch out a campaign. For example, if you are sending them to a list, give them one of the items in your post and have the rest located on your site.
Social media posts designed to entice followers to share them takes precision. Self-promotion and ads are rarely shared or retweeted unless you have something that is ending very soon and exclusive. Timely posts that leverage moments everyone's talking about are overwhelmingly the most shared content with instructional content being second.
Direct your tweets at influencers with unique messages to them but please space out requests so they feel special and not blasted at. Did you know we consume more videos today than ever? As our devices and internet speeds improve, so does our consumption of videos. It is also easier than ever to create videos with any budget, since most smartphones can create high-quality videos.
It seems like every social media platform has been building towards video as the content category of choice. Remember that the key to all video content, no matter the platform, is that it needs to be visually appealing and should be kept short. With each update these streaming platforms become more and more identical except in one way they never will —user bases. Determining which technology to focus on should start with figuring out which social ecosystem is more beneficial for you to take advantage of.
The origins and initial adoption characteristics of users for Snapchat did not hint much at its potential for use during corporate live events but this social media is evolving in that direction. While other social media platforms have all found their place as tactics for specific event marketing or engagement strategies, Snapchat is just now emerging as a contender.
Is there an upcoming event where the audience would be very receptive to your event as well? Set up an on-demand geofilter available at that specific location during the hours of their event. Read the rules carefully. You cannot use calls to action, hashtags, or usernames and there are a lot of design rules you will need to follow. An example of guerilla marketing would be a trade show exhibitor buying a geofilter for the whole exhibition space listing their booth number.
These filters offer unofficial marketing opportunities far cheaper than event sponsorship. For many who put on corporate events, this type of connection is difficult. Showing behind the behind the scenes work that goes into putting on your event is an excellent way to build anticipation. Your account can be taken over by a presenter, contributing vendor, or even a different member of your planning team. One of the best ways to do that is to embrace new technology.
Beacons and digital badges continue to be the darlings of event technologists. Their potential is undeniable. The rich datasets that can be compiled and analyzed in real time are impressive. In beacons and digital badges will become better integrated and event marketers will start to take full advantage of them to enhance the on-site experience. In turn, event participants will be comfortable enough to rely on these systems. This is when the vision of the event technologists will be fulfilled; a vision of participants focusing on face-to-face interactions while being passively aided by technology.
Beacons are strategically placed pieces of hardware that relay messages via Bluetooth to connected devices. When integrated with a conference app, messages can be pushed to attendees based on their proximity to specific beacons.
There are endless possibilities when you can automate communication based on location context. As long as you are using the same footprint, a show producer can sell exhibitors a tiered rate of exhibition placement based on real data. Let in-kind sponsors know how many attendees and the demographic makeup of who saw their contributions in action.
If you have a variety of entertainment acts occurring simultaneously, you can determine which was the most engaging to this audience. Recommended Resource: Technology is one of the most critical elements to make sure that your events go off without a hitch. To help you manage this change, we interviewed two of our experts in technology and innovation to gather analysis on the emerging developments in the event industry. They are particularly helpful at large scale multi-room conferences and especially at trade shows.
They also deliver the horizontal interaction need weave to co-create experiences, one of the strongest trends for the coming year. Offering a tier of your sponsorship or trade show exhibiting packages that allows the sponsor to push notifications to attendees as well as data collected and analyzed about how their booth was interacted with is a very lucrative value add. The personalization strategies discussed earlier are fueled by data through digital badges.
Different personas can receive unique push notifications, information exchanged to and from trade show exhibitors as well as more customized communications from sponsors. These personas have amazing potential for speed networking sessions as well. Human-to-human community management is nothing new, in fact it is probably the oldest technique of event marketing. Event marketers must take the time to engage with the communities that their events serve.
With the bright lights of mass online marketing, we often forget how important it is. In an overwhelming world filled with events of variable quality, event marketers who focus on the specific community they are serving will come out on top. While using machine learning and growth hacking has its place, events are all about people making real connections with people. The same applies to event marketing. We must make our core community feel connected well before they come to the event, they should get the same feeling as we communicate with them and market the event.
User experience design is a crucial component of good web and app design. The same applies to just about every touch point for event marketers. From podcasts to tweets, every piece of the event marketing puzzle must be carefully designed to deliver value to the consumer.
In , every online action must be optimized to provide a smooth experience for our target audience. Consumers no longer accept a website that is not responsive or a social media post that links to a generic homepage. When we make their lives easier, we win. The same thing applies on-site and even after the event.
How we receive participants on-site, how we deliver content and how we get them to interact are all part of the same UX. Our community not only deserves but expects that every touch point is intentionally designed. In , influencer marketing should not be news to any event marketer. But who are the influencers in your specific market?
How should you work with them? The answers to these questions are different for every event and change over time. While some of us market events that attract celebrities with mass appeal, most event marketers focus on niches where influencers are not so obvious.
The good news is that everybody can be an influencer, or at least have some form of influence on their peers. While strategic influencer marketing can work for any market, all event marketers can start by focusing on peer-to-peer recommendations.
When we tell one or more of our peers that we have registered for an event, this has a significant impact. A good place to start is for that person to be passionate about the event itself. This is much more likely if they are involved in the creation or delivery of the event in some way or when such an event supports a cause or mission that resonates with that person.
As event marketers we should make this process as simple and effective as possible. We can even go further, and possibly viral, by providing a financial incentive in the form of retrospective registration fee discounts or other incentives to the influencers. While email newsletters continue to be one of the most effective event marketing tools, most event marketing campaign open rates and click through rates make for dismal reading.
Facebook Messenger offers an alternative way of delivering marketing messages. The stakes are high. Opting out is instant and any sort of abuse report can lead to a business being shut out of the platforms altogether, a huge risk for any organization.
There is also an expectation of instant messaging directly with the consumer, so these channels must be managed around the clock. There is also a case to be made for consumer saturation being just around the corner, so just like with any new marketing channel they should be approached carefully. Concerns over data privacy are not going away and we are likely to see more scandals and perhaps the first fines relating to new legislation. This presents a bit of a paradox to all marketers.
While we love using tools that give us extra information about our target market, we are also consumers who know a lot more about data privacy than most and we hate having to give up our personal information online. The knowledge we have and the work we do means we have a moral and legal obligation to market our events in the way that we want to be marketed to as consumers.
We must work towards our own high water mark of event marketing and then go beyond. We have given you the trends that are shaping event marketing in and beyond. We have suggested how to rethink your strategy and discussed the most modern tools you can use to revamp your offline and online marketing.
The challenge is how can you use event marketing to communicate a transformative experience to your attendees. Modern event marketing delivers novelty, speed, dynamism to your event, it gets attendees excited to be part of an experience that will change them.
Great event marketing cannot do anything to help poorly planned events or resuscitate bad concepts, but it is a strong driver to change them. Embracing change in event marketing, will change the industry for the better. We are marketing our events with unprecedented access to tools, technology and reach. Get in touch with us! Connect with our global sales or support team and enjoy a personalized experience. Platform Event Management Software.
Create a more engaging experience between attendees, sponsors and exhibitors. Save time and enjoy the flexibility of a fully integrated virtual event platform. A popular marketing automation technology, Marketo helps users promote their events and drive results. With Marketo, marketers can save time by minimizing manual tasks and still effectively promote their events. All of these tasks can be viewed on the calendar feature and assigned to teammates, so holes or overlaps in event promotional content can be spotted.
Do you use any of these promotional tools for event marketing? Let us know by commenting below! This Post was Written by Kaitlyn Tatulli.
The world has changed significantly over the last few years. Perhaps the most notable changes are those which There is no better way to jumpstart a professional business relationship with a potential client than by meeting In-person gatherings and events are returning, but the most forward-thinking venues and event planners know that Platform Event Management Software. Create a more engaging experience between attendees, sponsors and exhibitors.
Save time and enjoy the flexibility of a fully integrated virtual event platform. Bring a unified brand experience to attendees, sponsors, exhibitors, and all stakeholders.
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