Generating and distributing pre-event promos and ‘warm-up’ content.
Okay, this is where you start to blur the line between what is content and what is promotion. Which can be fun, because you can start to think less like a marketer and more like a network television exec putting a big game to air. What previews and ‘sneak peeks’ can I release? Can I get some pre-game commentary? Some predictions? Can I do review of the season, or run a stats package on the main players?
Events generally come together over time, so why not consider releasing details as they are confirmed – such as speakers, notable attendees, sponsors, partners and exhibitors. In classic Direct Marketing language, these all present opportunities to get in touch with your prospects with some ‘new news’, maintaining awareness and building relevance.
If you’ve already got some interest from your influencers, consider including them as talent, offering them a chance to give their views and opinions on the upcoming event.
Again, think bite-sized. A couple of lines. A 60-word summary. A provocative question. An image, or a small photo gallery. Lots of links. And a video or two if that’s within your means.
This is the fourth installment of the series: 10 ways to leverage digital for better B2B events. We recently ran an audit of the various tactics, strategies and recommendations we’ve developed @ Ogilvy for using digital to improve the live event experience (for the audience) and performance (for the marketer) – this advice is a summary of what we found to be true and useful.
About the Author: Barrie Seppings blogs about making things better – for clients, brands, agencies and humans. He is currently Regional Creative Director at Ogilvy Singapore and he likes boards surf, skate and snow. Follow him on the Twitter, connect on LinkedIn, or add him on Google+
About the images: all photographs used with the permission of Martin Ollman Photography. Contact Martin directly for rights and commissions.