In my previous post, I shared a promo video for Social Media Club Auckland (SMCAKL) that I was involved in.
The video was produced by Perpetua Productions for SMCAKL to add some sizzle to its efforts to attract more attendees to future events.
Few things are as effective as a punchy video clip to promote your product, brand or event – after all, decades of television broadcasting have been funded on this premise.
Events especially are custom-made for video marketing. You have a bunch of people whose thoughts you can capture, you’re generally in a decent venue and in most cases you’ll have engaging speakers who you can stick in front of the camera to share their insights.
However, in my experience, few event organisers seem to make the most of video. Sure, they’ll record, or perhaps even live-stream, presentations and stick the clips online, unedited and with little promotion.
Video is an opportunity to capture the essence of your event and to engage with attendees – who are likely also your customers or prospects – not only during but also before and after the event. It gives you something to talk in your Twitter, Facebook, LinkedIn or email marketing.
Pre-event content helps build anticipation for what you have to offer, while post-event videos help keep the dialogue open with your audience. In all, video extends the reach of your or your sponsors’ messages beyond the actual event day or days.
So how do you make video work for events? Here are a few ideas I’ve seen work well:
- Record a short invitation from your headline speaker encouraging people to come see them speak. Send that out to your prospects a few weeks before the event to generate some pre-event buzz, and drive last minute registrations. See the example from Air New Zealand featuring Guy Kawasaki below:
- Compile a highlights clip to show some of the action from previous events to entice people to come along.
- Interview attendees – ask them their thoughts not only on the event, but also on some of the main topics or themes from it. What a perfect opportunity to do some on-the-spot market research, at the same time as producing content you know your audience will love because it’s about them and their opinions.
- Capture your keynote speakers giving a synopsis of their presentations. This will help boost views of the video of the full talk and will cater for those who just want to know the key points.
My last piece of advice is to call in the experts.
With low-cost HD cameras and editing software it certainly is super easy these days to shoot and edit your own footage. However, if you are putting on a top-class event, the incremental cost of paying an expert to produce professional video content is a worthwhile investment if it extends the event experience beyond the actual occasion.