Event season is upon us. We all know it. It’s the time that we work wacko hours developing booth graphics, coming up with off-the-wall swag ideas, planning crazy parties, and ultimately building a way-too-cool event presence. Or at least that’s what we hope.
And it all starts with a little pre-event build up.
Just like Oracle’s Modern Marketing Experience, every event you attend has a short window of opportunity. In that window, you’ll want to engage potential buyers pre-conference, attract as many attendees to your booth, grow your lists, and follow-up with powerful campaigns.
Jump on that opportunity with video and make it impactful. How? Include these six components.
Have an Ask
Don’t start an event video without first determining why you’re creating one and what you want viewers to do afterwards.
There’s so much in video planning and production including the story, the tone, the music, and the graphics that may be influenced by this ultimate CTA.
Are you inviting attendees to come to your sponsored party? Or offering entrances into a contest at your booth? Maybe it’s a call for registering for your talk at the event? Just remember to (a) decide this before video production; (b) include the specific ask with an option to take action from the video; and (c) to strive for something more unique than “visit our booth”.
Just look at our video from Marketo’s 2014 Marketing Summit. The entire concept and CTA was based upon our recharge lounge. Viewers are entertained with the story and understand the ask.
Remember Pre and Post
It’s not just about driving people to your psychedelic 80’s-themed party or even getting them to your booth so you can educate them on your product. Think of your event videos like you would any other nurturing campaign: what will you do after the event to encourage continued engagement?
Plan and execute.
This is precisely why we’ll be sending out a follow-up video for Oracle’s Modern Marketing Experience. Want to receive the post-event video and see what the follow up is like? Sign up here and we’ll send it your way!
Strive for Continuity
This is the crux of any integrated marketing campaign, and conference videos shouldn’t be treated any differently. The more similarities there are between your messages across multiple platforms and communications, the greater chance of your audience retaining these messages.
Apply this theory to your pre- and post- conference videos and maybe even your booth design. A few common ways to do this are:
- Have a two-part story: one before the event and one after
- Include an obvious theme throughout all like space or robots
- Use the same actors across both videos and maybe even have them at your booth!
- Coordinate your video splash screens and ending CTAs to match booth graphics and messaging
Work with the Conference Theme
The host of the conference is, without a doubt, promoting the heck out of their event. Which means if you can tap into some of that awareness and brand recognition, you’ll be golden. But be careful. I don’t just mean incorporating the name of the conference. Dig deeper to uncover this year’s specific theme and use it to your advantage.
For example, Oracle’s Modern Marketing Experience is being hosted at the Venetian in Las Vegas. This was exactly the reason why we chose to do a parody on the Hangover for our co-sponsored conference party since the Hangover originally took place after a party in Las Vegas. See what we did there?
Is it Shareable?
Is sharing important? If you’re only concerned about attracting your current audience to your booth or event party, then maybe sharing isn’t a key priority. But either way, the attributes that make a video shareable are typically similar to those that make videos enjoyable.
Ask yourself why someone would want to share this – if it’s just a basic booth invite and an explanation of all the cool swag you have (uhh…everyone has swag), then there’s not much compelling viewers to share. If there’s something funny, or off-beat about it, you’ll get more reach than your starting list.
Try New & Unique Technology
Spice up your video with something out of the ordinary technology-wise. For example, in our recent MME video, we utilized personalized video. 24 hours after the launch of the video, the personalized videos had a CTA completion rate 67% higher than the non-personalized.
Give us all some inspiration and submit your own unique and engaging conference video examples in the comments!