The value of events as a marketing tool is still undervalued. Live communication is becoming more and more relevant to reach your target groups emotionally and consistently. In this article, we’ll show you how you can do this and what you’ll need to know in order to create a great brand experience.
Event management means a lot: varied appointments, exciting tasks, and diverse clients. Above all, this means the planning, organization, and implementation of events. This can include concerts, trade fairs, sporting events, or special company events as well as congresses or campaigns for marketing purposes. The larger an event is, the more important the concrete strategy for a targeted organization in event management.
Live communication is the generic term for all communication tools that focus on a personal encounter between a company or a brand and its target group in a staged environment. Trade shows, showrooms, events, promotions, and so on are examples of this. Live communication aims to address people’s emotions and make the brand tangible for them to create unique memories in the context of the company. This can also mean having some brand awareness or having a good attitude about the company.
The use of live communication as a marketing technique is becoming significantly more common and relevant. Especially in times when we are flooded with information at every corner and our attention spans continue to decrease, personal encounters are more important than ever to reach people in the long term. Customers become fans, and staff become brand ambassadors, thanks to live communication that can inform, entertain, motivate, and inspire. Because live communication is about more than just achieving your goals; it’s also about developing a genuine, close relationship with your audience.
You may reach out to stakeholders directly and emotionally incorporate them into the brand with effective live communication.
Because decision-makers, in particular, cannot be tracked online, but they do go to events. And they frequently – and, more importantly, voluntarily – provide information about themselves. Position or authority in the company, length of stay, interests, slots they visit, event contacts, social media content about the event, individual feedback, and, of course, orders placed as a result of the event are all examples of valuable information you can gather about your target group at an event.
Every event planner will ultimately benefit from a sensible communication strategy. Potential attendees receive more information about the event and can find out more quickly and effectively why they should attend.
The distribution of high-quality content not only supports your guests but will also increase your visitor numbers.
The most common mistake in event communication is the overzealous publication of all content at once. Again, other event managers provide far too little information about the program or the speakers. And that’s exactly why good planning is essential!
We will explain 3 simple steps for you to identify your target group, define the right content and implement it in an effective communications strategy.
Each event follows a specific goal and a predefined corporate strategy. However, an event can only be a success if you know your target group and address their interests directly.
The easiest way to identify your target group is to analyze the existing customers in your database. For example, if you want to fill meetings about a certain product with life, then keep an eye out for existing buyers of this product. Or you are looking for participants who have already attended a similar event.
Then it’s time to examine this group of potential clients for their behavior and common information patterns: purchase history, turnover, company size, industry, number of employees, demographics, etc. Group them into so-called clusters according to matching characteristics. The most representative cluster with the highest match rate ultimately represents your target group, with which you can align your event communication.
But how do you ensure that the event is tailored to the target group? At a time when events are more focused on training than sales, high numbers of participants can only be achieved if added value is communicated.
So, find out what your target market needs. What are their needs and desires? To slip into the minds of your guests, however, extensive research is required beforehand. A good starting point is social media. Trends, problems, and current topics are always the first to appear there. Surveys among the target group can also consolidate the researched focal points.
Content marketing describes the procedure for conveying the right information to potential customers at the right time. The right content provides insights into relevant issues and concrete solutions to problems. Content is therefore the most powerful channel for customer acquisition at marketing events.
However, content marketing for events is often viewed too one-sidedly. In most cases, a strong list of speakers should be enough to attract participants. While this is true in the best of cases, this scenario rarely occurs.
If you think of a seminar or conference as the ultimate marketing tool, you will find that there are many more ways to convey valuable content. Some are relevant to all visitors and some just die-hard fans. Cover both parties and ensure high satisfaction.
When looking for new content, it’s important to keep two things in mind: is the topic relevant, and is it really useful? Ultimately, the topics of your event must please your customers and not you. Sources for your information can come from all possible directions.
The basis should be your content about your product. Guest contributions or external speakers ensure fresh, new ideas. Interviews and behind-the-scenes information, for example via social media or on the homepage, give your event a personal touch.
Last but not least, purely informative content such as directions, schedule, portraits, and supporting program should not be missing so that the guests are not left in the dark.
Once you have compiled all the content, all you have to do is find out the right format for event communication for the individual topics. Articles on the event homepage or the event blog are popular means.
These are usually supported by images or galleries. Photos are a wonderful way to spread content multiple times across various channels. So, build up a good photo archive and don’t be afraid to use it.
The same applies to videos. Post interviews on YouTube, quotes from them on the homepage, use screenshots as photos, and share the clips on social media. Visual media can be optimally multiplied. The only important thing is to make sure it is of high quality. Nothing is worse than a pixelated image, a shaky camera, or poor audio.
Incidentally, some contents are also very suitable for download or interactive elements. Be creative.
Every event participant is only human. Let your guests interact with your brand by taking care of those needs. Orientation is vital for your guests. Guide them before, during, and after the event and leave nothing to be desired. Only then will the participants open up and begin to network.
And from that point, you can start enjoying the event. So, make it as easy as possible for your customers and give them e.g., B. with a regular newsletter, personal contact, and a well-maintained homepage.
There is no better platform for all your content before the event than your website. Whether video, gallery, blog, or schedule, everything comes together there. So, choose your content management system wisely, according to your event needs and level of knowledge. WordPress is usually enough. Make sure your website is aligned with your event and your brand.
A good website is the first step towards pre-event marketing and should get you excited about the upcoming event. It is all the more important that you have a good master plan for the content. Plan in advance what will be posted, when, and via which channel.
Now that the basic conditions have been clarified, it is important to find out the best form of editorial organization. What resources are needed internally? How much working time has to be invested? And what happens if there is a temporary shortage of staff?
To answer these questions, two tools are essential: a comprehensive topic plan and a well-maintained editorial plan.
Regardless of what the editorial process including the team looks like at the end, you need a categorical collection of possible topics to always have enough content in stock.
The aim is to be able to plan contributions from the industry or recurring elements in advance, even in the long term. The topic plan, therefore, has no claim to being up-to-date or complete and can be adjusted on an ongoing basis. Sorted by calendar week and month, it contains well-known milestones, motifs, and initial ideas for articles and theme weeks.
It is therefore important to clarify which materials are already available in the company, which topics or content can be promoted particularly well, and which potential sources of information are available.
An editorial plan can now be developed based on the topic plan, which can be continuously maintained from now on. The contents of such a plan are usually simply laid out in an Excel spreadsheet, but they form a space for spontaneous ideas, current topics from the market, behind-the-scenes, or guest contributions. It contains the exact dates for upcoming content, requests, deadlines, and planned publications.
In addition to precise scheduling, a good editorial plan should also tick off points such as goals, detailed planning, texts, and images, networking with social media, and regular monitoring of the contributions. Only in this way can high-quality event communication lead to success.
The demands on the event industry are becoming more and more diverse. At the same time, however, it is also clear that the possibilities are far from exhausted. Live communication invites you to create a very special brand experience instead of just doing it like everyone else. This is a new challenge for companies, but also a huge opportunity to bring companies and their target groups together in a completely new way and more intensively than ever before.