Event Marketing - The CLIVE ALIVE Event - Part I
Posted by Scott Maxworthy in word of mouth, Twitter, Trust, Strategic, social networking, Relationship, Public Relations, NBN, marketing mix, Marketing, Involvement, internet video, Interaction, Influence, Humanise, Facebook, Engagement, customer engagement, CLIVE, australia
CLIVE ALIVE MEETUP
Funny how sometimes ideas come together so quickly it's like it was just meant to happen, one element the piece that makes the puzzle come together.
We had Gerry Gannon, one of Australia's leading MC's in the studio the other day and the conversation over lunch moved to CLIVE marketing strategy - how we are going to develop demonstrations around vertical market applications and start holding events.
Less than ten minutes later we had a video focused on event registrations.
Event Management 101
Event management is considered one of the strategic marketing and communication tools by companies of all sizes.
From product launches to press conferences, companies create promotional events to help them communicate with clients and potential clients
BUT getting people to know about your event and register can be hard work. Customer Attention is scarce. You need to create something that they must attend - that's in their interest. That your audience leaves with something special and then tells their friends. In a lot of ways it's no different than a band, a film or any other product.
This article(s) are my personal notes in putting together our first CLIVE ALIVE event and the process we go through.
Intro/ Background
On the 29th July our CLIVE will be one year old - that's given us time to get familiar the latest edition to the family - from a strategy point of view it's now time to go offline and get face to face.
Purpose
Bring together a mix of film and video, technology, media people around our solutions and case studies - create social interaction and foundation for Australian Internet Video Production.
The idea here is that people who come to events are
- Interested and
- Likely to talk and share their experience
Putting an event together
Any event is essentially a combination of project management and creative concepts. Elements to consider.
- Purpose of event?
- Target Audience - number, reaching, engaging, registering, servicing.
- Format - date, time, style (theater, boardroom etc)
- Speakers
- Venue
- Logistics
- Marketing - target engagement, registrations.
Purpose
From a business strategy and time management point of view it makes sense to try and talk to effectively to 20 or more people at once then many 1:1's.
Prior we'd experimented with just developing videos online BUT that only goes so far. The fact is people buy from people and everything is about trust and building relationships.
Also, it's socially important to get out from behind our computer screens.
Target Audience
Film, television, media, advertising, marketing, corporates, technologists.
Content
I already know our subject matter "Internet Video" is a hot topic. Most important, what does the audience leave with? The call to action, the message.
Speakers
The first gig I'd like to get Chris in to talk from a Video Directors creative perspective and Nathan in from a client results. I'd like to add one other senior presenter to take a helicopter view and offer their perspective
We have a wide network of potential guests in the pipeline. I love to get Naomi Simson, Trevor Sykes, Holly Kramer, Len Rust, Paul Budde, Iggy Pintado and others to hear their experience of digital media convergence.
Chris to get his film mates, Martin to talk about the Red camera, Hugh, etc the list of potential speakers is endless.
Other elements
One of the key pieces I'm going to use is the number "5" - "CLIVE, ALIVE, FIVE" through everything we do - 5PM, 5 minute presentations, 5th day etc. People remember patterns.
Timing - after work before dinner- 5PM (for 5.30PM) - 7PM
The Format - theatre and network layout. People are time poor, adopt the same process we're using with all our communications, short and sharp, from the broad down to specific (inverted pyramid). Tight time schedule. Intro, 5 min presentation, 5 min Q&A, next guest. 6.00/6.30 Netowrk, 7.00 End.
From a continuity point of view make it once a month, either the 5th Day or the 1st Tuesday.
Venue - the City is most important etc - I search the web, Twitter a question, Nathan suggests NSW DSRD (Event the previous night) - I've presented their before - great location and facilities. In terms of overall strategy could benefit - build government support. My good event management mate Monique suggests a new night club she's doing the marketing for - will look at that for next time - locations can change.Marketing the event
Usual approach is to target audience by using the news media, hoping to generate media coverage which will reach thousands or millions of people. Also invite their audience to their events and reach them at the actual event.
For our marketing - the check list
- Create the event details online
- Create this web blog (search engine optimised)
- Develop database of potential partners, influencers, clients
- Prepare a press release and distribute through online PR and other online distribution.
- Promote through Twitter through Facebook.
- Email marketing to existing subscriber database.
Til later.
From a marketing point of view businesses are increasing looking at the Internet to increase brand awareness, communicate and get closer to their customers and increase service performance whilst lowering overheads. 