Taking your live event beyond the four walls of the venue
Whether you are planning a physical or virtual event, digital holds the promise of increasing the reach of your event far beyond either the time or place you originally intended. Your core audience is still the most valuable, particularly if they have offered you accurate profiling information during the registration or attendance phase, but you can continue to grow your audience by planning for a wider distribution of content after the event.
Before you think about how you want to distribute your event content, make sure you are clear on the ‘what’.
A word of warning: resist the temptation to video the entire event and make all of the content available online immediately afterwards. For those who attended, you are offering no new value. In fact, it becomes a disincentive to those who made the effort to register and attend at either a fixed place or time. This is particularly important if you run a regularly-scheduled series of recurring B2B events
Increasing the supply (of information) inevitably decreases the perceived value. this is very important if your brand runs an annual or recurring series of events: if your audience comes to expect your entire event content on demand, they will see little point in committing themselves, physically, to your event schedule. You are basically training your attendees to stay home and log on instead.
So if full-blown telecasts are out, what’s in? Take a leaf out of the television industry’s book and get into the recap business. Summaries like these make better sense for people who weren’t in the room. Or commentary by experts. Or reactions from attendees. Or a discussion by a few speakers or panelists. Or a pitch from the trade show floor. As to formats, video is the obvious answer, but it can be expensive. An audio commentary over a slideshow (either a deck or a collection of images) can work just as well, particularly now that Slideshare is part of the LinkedIn empire and is starting to become integrated into that experience in more meaningful ways.
This is the seventh instalment 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.