There are several ways to promote your live event and increase your reach. A cleverly integrated strategy includes social media, email marketing, blogs and, of course, a media campaign. But there is another smart tool to keep your target audience warm in the run-up to your live event. Namely: by organising an online event. Sr. Brand Marketer Hadewych Versnel shares 5 powerful tips you can use to take your live events to the next level by making smart use of online events.
She has more than 30 years of experience in the trade fair sector and has worked for the two largest international trade fair organisers. If anyone knows how to establish and build a brand, it is Hadewych. She is responsible for the marketing of four of Jaarbeurs 's leading trade fairs and, among other things, writes the events' campaign plan. One of the components that belongs in it: an online event. She says this has five main reasons.
Driving interest
Claiming authority
Creating engagement throughout the year
Lead generation from visitors and exhibitors
Use as campaign material
Content is one of the most important arguments for visitors to visit a (trade) fair. It must have high-quality content, otherwise it is not worth visiting. This results in a programme of different topics and segments, within one main topic. Hadewych: 'For every visitor, a different topic or segment is interesting. To attract all these different visitors to the fair, it is important that they also know what to expect. You can do that by inviting opinion leaders, journalists, market leaders, exhibitors, researchers and specialists to an online event. Let them discuss a specific theme together. Let them talk about the challenges they face and what they will offer at the fair. You can address a different topic at each online event, with different experts.'
As a brand, you want to be seen as the expert on that topic. You achieve that with thought leadership. Hadewych: 'By inviting the right people (opinion leaders, market leaders, exhibitors, etc.) to your online event, you tie content and content to your exhibition brand. You show that, as a brand, you know what you are talking about. And the trade fair is the platform where visitors find what they need.' Hadewych also regularly invites a journalist or influencer who knows everything about this topic or sector. Because, she says: 'They ask the right questions and get the discussion going. In addition, you have a chance that they themselves share the online event in their own network, this increases exposure and perhaps interest in the fair.'
"By inviting market and opinion leaders to your online event, you tie content and content to your brand"
Large (trade) fairs often take place annually, or even once every two years. Keeping the target group involved is therefore a big challenge for many organisers. An online event can offer a solution: 'By organising an online event where experts talk about interesting topics, you keep the interaction alive. You also reinforce the authority of your event with the choice of medium. Watching in teams is really different from an online event in the Jaarbeurs Studio. By using the studio, you get a very professional look, it looks more like a TV programme and that also strengthens your brand.
By organising various online events in the run-up to the (trade) fair, you also generate leads. Hadewych: 'When you invite segmented exhibitors and visitors to the online events, you increase engagement. This is obviously good for recruiting visitors - you give away market knowledge and a taste of what's on show. In addition, it can provide additional sign-ups of new exhibitors. A potential exhibitor who hears the top three companies in the sector talking about the fair, for example, won't want to be left behind then.'
"You can cut up the images and use them throughout your exhibition campaign."
According to Hadewych, a series of online events is ideally suited for telling the story throughout the exhibition process. Think of it as a magazine that comes out periodically. By organising online events in the run-up to your event, you create a predictable frequency with a fixed pattern and programme. This gives you exposure in the right media. In addition, the online event is of course nice to use throughout the campaign. For example, you can create and test expectations about the fair, by engaging with viewers. You can also cut the images into pieces and use them for teasers and acquisition, for example.'
Are you looking for a way to promote your (trade) fair digitally and keep your target group warm in the run-up to the event? Our professional livestream studio has everything you need to make your event a success. Our studio is Plug & Play, so all you have to do is focus on the content. We are happy to help you make a digital impact. Contact us for the possibilities.
Bas Sterrenburg - Account manager online and hybrid events
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