Exhibitions

How to Create an Event Content Marketing Strategy
How to Create an Event Content Marketing Strategy

At Smart Digital we work with event organisers, agencies, brand partners and exhibitors looking to produce a better level of content marketing for use within their communications strategy. In this infographic we have pulled together a guide to making the most of the potential of great content marketing within events. This covers:

  • The potential of great content
  • Statistics that point towards content marketing strategy as a growing trend in event success and ROI that improves year-on-year
  • Quick wins within content marketing strategy, across email, social media, web and more
  • Content KPIs and benchmarking your campaign for success
  • Content streams across all key verticals, including video, audio and written mediums
  • How to measure the content cycle across a pre-, during- and post-event campaign

How to create a content marketing strategy for your event Infographic

To find out more about a comprehensive content marketing strategy for your next event or exhibition contact tim.henderson@smart-digital.co.uk today.

How agencies can offer video packages
How and Why Agencies Should Offer Video Packages

In a recent study, representations from both agencies and brands agreed that video has become an ever-more-pressing issue. Brands are keen to have video content to share and agencies are aware of how crucial video production is as a service to offer alongside traditional content creation.

Yet despite the shifting landscape that sees video as a growing trend, many brands are still struggling to adopt video as part of a comprehensive content strategy.

How agencies can provide more appealing video packages for clients

So how can agencies help brands to create more video, while retaining the exclusivity that makes them such valuable partners?

Often, we find that it is the framework that is missing, not the potential.

Brands have a huge amount of opportunity to capture and create video. From events, to product launches and meetings with key executives; all offer the perfect circumstance to collect video marketing content.

Marketers in-house at such brands recognise the potential too. 85% of companies find video marketing ‘very successful’ or ‘somewhat successful’ as a marketing strategy. Additionally, studies repeatedly show that video increases email open rate, reduces web bounce rate, improves time spent on page and leads to more direct conversions.

There is a clear case for all brands to be creating more video as standard. So what are the blockers that agencies can help brands move past to get the cameras rolling?

Lack of strategy – out of all those who have a content marketing strategy, how many have a video strategy? If they do, the strategy is often undocumented. Producing video content needs a team to own it and take it forward, whether that team is an extension of the agency or within the agency itself.  Offering this as an additional package to traditional web advertising or social media content which agencies are perfectly placed to deliver.

Lack of opportunity – video content is often perceived as being more high maintenance to create than web, blog or social content. The equipment and specialist resource required to create high quality video can be expensive and difficult to source.

Lack of expertise – full service advertising agencies may not be affordable to most brands, whereas marketing agencies often lack specific video expertise. This can hold back both parties; the agencies who want to offer video and the brands that need it.

Fortunately, it is becoming more and more acceptable to hire video specialists that have the ability and the expertise needed to help agencies and brands pass all three of these roadblocks.

A white label video content creation service

Many agencies now invite a third-party content partner to plug in to their model, providing a white labelled video service that can be offered to clients. This suits both parties. Brands do not have to manage a separate agency and video supplier; agencies are able to extend their portfolio and offering.

The benefit of this is twofold; the agency is able to pull on its own skillsets of strategy, direction, content creation and distribution. While doing so, the partner is able to offer a full video content creation process, from storyboarding to creating media channels and social media updates. This allows the agency to have control over the creative process and provides clients with a specialist team whose sole job is video.

Working with a third-party allows the agency to provide the service as part of its own repertoire yet still be agile and reactive to client briefs without the pressure of a full time team.

Hiring video specialists also means that the content is right first time around. In situations such as events, you only get one chance to capture rich video footage. A third-party content partner will see the opportunity, organise the onsite deployment and edit the finished product, ready for distribution across multiple channels. Often on the same day.

This could be anything from interviewing key executives, to capturing product demos and organising highlights or daily show reels.

At Smart Digital we work with creative agencies as an extension of their service, allowing them to capture their own work in action for case studies and hero content, and provide clients with rich video footage.

This enables agencies to offer high-quality video campaigns for online, corporate, marketing and internal communications, ensuring that clients receive a higher ROI, a more engaged audience and a better overall experience when working with an agency.

If you are an agency looking for a video partner service like our client in the video below, contact tim.henderson@smart-digital.co.uk today.

GITEX Live 2016
Why Exhibitors Should Be Involved in GITEX Live 2016

When exhibiting it’s vital for brands to be able to ensure a strong return on the budget, time and effort invested. As well as leads generated and business deals done, exhibitors are looking for ways to extend the activity beyond the show itself.

If you’re exhibiting at GITEX 2016 and want to draw in more visitors, gain more exposure and achieve extended traction post-show, GITEX Live is for you.

GITEX Live is the updated event TV network for GITEX 2016. A digital network of screens throughout the exhibition venue, combined with online broadcast through the GITEX web site and social channels, and backed by a media team and film crew who capture video and live broadcasts throughout the show.

Following the success of previous years, including 2015 which you can see in action here, the GITEX Live screen network has been extended for 2016. Bringing all of the sights and sounds of the show inside the halls for the very first time.

Across a 27-screen strong network, GITEX Live will encompass back-to-back totem screens and huge LED screens that are ceiling-flown for maximum exposure.

Here are some of the ways GITEX Live will specifically benefit exhibitors using it throughout the show:

Fixed exposure in every GITEX hall

Exhibition stands are only exposed to those who pass by. By taking a GITEX Live airtime package, you gain a fast track to every hall throughout the show. Placing you in front of more visitors and enticing them to visit your stand. Through the format of video, you can build authenticity, engage fans and gain more brand awareness from access to the show’s wall-to-wall audience.

High-value PR

The GITEX Live network is the principal broadcast medium at the show, used to release some of biggest news stories of the year. It is a key channel to feature live footage of exciting innovations from the exhibition floor including product launches, business wins and new partnerships. As a GITEX Live partner, you have access to thousands of eyeballs, including leading press teams, who are ready and waiting to receive news from the show. Releasing news on the GITEX Live network often leads to additional press coverage and exposure through media outlets, maximising on the return of your investment.

A global online audience, that lasts well beyond the show

Exhibitors on GITEX Live reach attendees and audiences dynamically, across multiple media, from the largest high-impact on site screens to the smallest mobile devices.

Peak online viewing times in the areas around the event are early morning, and late evening, as attendees plan their day and catch up on anything they missed. GITEX Live ensures you fill these key spots with rich content – before the show day and after it finishes.

Online viewing of the GITEX Live footage continues post-show in the months that follow. During the last year, GITEX Live 2015’s online players have delivered thousands of views from all over the world, lengthening exhibitors’ campaigns and expanding their audiences.

A perfect opportunity to capture video for all marketing channels

According to statistics, adding video to email creates 2-3 times as many click-throughs (Forrester) and adding video to a web page can increase conversion rate by 80% (Eyeview Digital).

GITEX provides an excellent opportunity for exhibitors and sponsors to create and capture engaging video content for all of their digital channels, since they typically have the essential elements together on-site: key staff, customers, their latest products and fresh promotional materials. By utilising the expert crews, presenters, editing suites and facilities producing GITEX Live, exhibitors can obtain excellent quality video content throughout the event.

Some of the video formats we can capture at GITEX 2016 include:

  • Product demonstrations – tradeshows provide the ideal backdrop for natural, informative product videos. The lighting, the bustle, the product stands – every element is set up ready to demonstrate your products from all angles, captured in the best light.
  • Explainer videos – as well as your own stand, tradeshow environments contain a number of dynamic areas that make great explainer video backdrops. Busy halls, studio setups and on-stand environments all make for a great place to explain what you do and why – without looking staged.
  • Leadership interviews – at a leading tradeshow such as GITEX, many of your key personnel and customers will be in one place. This makes capturing leadership content easy. As well as off-camera presenters who can ask key executives a series of pre-defined questions, we also offer a presenter service with professional, specialist interviewers who can create a fluid, interesting overview that will engage the audience.

From initial concept, through to providing expert presentations, editing and distribution, you can use GITEX as the platform through which to capture evergreen film content.

 

To speak to us about becoming part of the GITEX Live network, or to employ your own video package email tim.henderson@smart-digital.co.uk. We’d love to hear from you.

 

 

 

Airbus - event tv
How to succeed with Event TV: a guidebook

Exhibitions, tradeshows and conferences are breaking new ground, providing an ever more vibrant environment for attendees, in which they experience all that the event has to offer in real-time, and across multiple channels. Technology is enabling this 360 degree experience, with sophisticated AV and digital tools delivering every part of the event to continually connected attendees.

In 2016 providing good video content for attendees and video broadcast opportunities for exhibitors is essential, as studies show that video is preferred to and consistently more effective than other forms of content, now accounting for around 69% of all consumer internet traffic (Cisco).

So a key medium for the up-to-the-minute event experience is video, and the primary platform that enables event organisers to deliver such a forward-looking digital experience is event TV.

Event TV

Event TV is a dynamic broadcast channel that transmits real-time and pre-planned video content across screens throughout the concourse of an event and online. It’s part of a pre-, live-, and post-event marketing strategy that provides organisers and exhibitors with a multitude of content to repurpose and share with their audiences. It’s a platform that can be monetised, adding value to the event, while remaining affordable for organisers.

Benefits for organisers using event TV

Organisers can use event TV to deliver a cutting-edge experience for attendees and exhibitors, increasing satisfaction all round. They can utilise the opportunity to broadcast on a state-of-the-art screen network at the event, and through web and social media channels beyond it, to grow their network and increase demand from potential visitors for the years ahead. They are able to take advantage of the unique opportunities that their event provides for capturing thought-leadership video content for themselves, their exhibitors and their attendees. In some cases they are also able to grow an additional revenue stream through on-air advertising on their network.

Benefits for exhibitors using event TV

Using an event as the canvas on which to capture video content not only benefits organisers but also offers an excellent opportunity for exhibitors, for whom an event is often their biggest showcase. By enabling them to create and broadcast expert video content, you can help them to increase their ROI, both within the show and beyond. Exhibitors who use event TV benefit from a dynamic channel on which to showcase their brans, expertise, and news, driving awareness and bringing customers to their stands. They are able to utilise expert films crews provided by the event organisers, and capture the insights and expertise of their business leaders and customers while they are all in one place.

Benefits for visitors using event TV

For visitors event TV provides a connected experience in which they can enjoy the whole event from wherever they are situated. They receive breaking news, even if it is happening three halls away, and find out about interesting activities, products and key messages. Post-event, they are able to watch insights from the industry leaders they saw and those they missed, and share them with their colleagues. Able to engage in a continuing conversation across social media and other digital channels, they have a more in-depth and personal experience of the event and can demonstrate the value derived from it.

Download the expert event TV guidebook

As you can see, the benefits of employing an event TV channel extend across all areas and dimensions of your event. Smart Digital is the leading event TV provider for the global exhibition, tradeshow and conference industry. We have produced a full guide that will help you learn how to provide an event TV channel for your next event.

In our event TV guidebook through six key chapters you’ll learn:

  • How to plan your event TV solution.
  • How to deliver a high-impact video channel across your event estate.
  • How to cover all angles of your event and beyond – taking coverage to social media, websites, video blogs and other digital media channels.
  • How to develop your event TV channel in a year-round engagement strategy that will attract and retain interest and increase rebook for your event.
  • How to integrate event TV into your post-show marketing and communications strategy, including your website, email and YouTube channel strategies.

To download your event TV guidebook, click here

 

video-content
The Power of Video Marketing for Events and Tradeshows

As the old adage goes, “content is king”. But if content is king, then it’s sharing its crown with video.

Video content has been one of the biggest driving forces behind inbound marketing for 2015, with a recent report finding that 85% of companies found video marketing ‘very successful’ or ‘somewhat successful’ as a marketing strategy.

Within events, where the power of face-to-face and ‘realtime’ marketing are key concepts within the marketing lifecycle, this becomes even more poignant.

In the infographic below, we look at the power of video marketing for those specifically in the events industry and how important it is to begin capturing video content at your events.

Smart-Digital-Power-of-Video-Infographic

To find out more about a comprehensive video marketing strategy for your next event or exhibition contact our team at info@smart-digital.co.uk

tmforum-live
7 Ways to Revitalise The Content Marketing Strategy For Your Event

Events and tradeshows are the perfect canvas to connect brands with a highly focused audience of potential leads – it’s why they go from strength to strength year-on-year. The difficulty? Getting people there in the first place.

With traditional print and advertising methods tailing off and many online practices becoming ‘pay to play’, it can be difficult for event marketers to find affordable, effective routes to market. This is one of the reasons why content marketing has become a key practice for many event marketers over the past few years.

So if you’re looking for some inspiration for your content, or just want to take it to the next level, here are seven easy methods to revitalise your content marketing strategy for the months ahead.

Connect across all channels

The benefit of great content is that it can be distributed and repurposed across a variety of channels. A great video will service your YouTube channel, website and email marketing and can even be sent as a direct link to potential customers. An interview with an industry leader can be written up as a blogpost, made into short snippets on Snapchat and turned into a webinar learning experience. Sometimes it is the channels you least expect that can prove most fruitful to your audience. Always experiment with connecting and sharing content across Google, social media, email, guestblogs and more, to ensure you have the best chance of reaching your target audience.

Providing real value 

Demonstrating  ‘industry leadership’ through content is a tried and tested method to increase event registrations. Thought content, particularly when this comes in the form of video interviews and one-on-one discussions, gives a teaser to the event audience of what they could expect – and more – by attending your event. Rather than enticing visitors in with traditional ‘early bird’ and ‘book now’ offers, an interesting and informative video containing an interview with a leading industry figure, gives real, tangible proof that your event will be a valuable learning experience.

Embrace video

We’re often told by marketing managers that they’d love to create more video for their marketing collateral but that it’s too expensive or difficult to produce. This is one of the aims behind our Event TV platform: to capture strategic content during an event in a cost-effective way, so that it can be reused on digital marketing channels throughout the year. Video content allows a visitor to see what an event is really like, more than heavy brochures or PDF floorplans and this type of enhanced content can be reused for years after the event has passed. Our video and production teams capture different forms of content, including vignettes, interviews, key executive opinion pieces and long and short-form content that will give you vibrant material to use across every channel.

Focus on the power of visuals

According to studies, people remember about 20% of what they read and only 10% of what they hear, but they remember 80% of what they see and do. Strong visuals are a powerful way to ensure that your message is not lost. A photo gallery from day one of your event, may have more effect then a lengthy blog which is time-consuming to create. Even better, ensure that every piece of content you write is backed up with image and video content, which will help your message to translate to a wider audience.

All-year round marketing

Events may be seasonal but that doesn’t mean your marketing should be. Extending your marketing campaign across each season will keep the memory of positive experiences alive in your customers’ minds all year long. A good way to do this is to curate a series of interesting content (not necessarily from yourselves) that will be relevant to your target audience such as articles, news and facts. This will give them a reason to return to your page, where you can also feed in teasers about your own event, ‘throwbacks’ to your last one and special offers and incentives to get them involved earlier in the event lifecycle.

Exclusives and incentives

Make your audience a part of the content – interview them on film during the event, ask for their thoughts in the lead up and try to get them involved on social media. The more exclusive content opportunities you can offer your customers, the more content you will have to share as a result.

Offering incentives to the most engaged participants can also be a great way to gain more content around your event. Create themes and hashtags to give the content a direction and offer guestblog spots and pinned tweets for the best versions you receive.

Capturing video and images as well as words, will draw in a much wider audience – allowing those who are more impressed by visuals than just copy alone, to find out what your event is really about. Too many event organisers and marketers find themselves at a loss with how to keep the lines of communication open all year round. But with a little additional content planning to ensure you capture all of the material you need at your event, the potential for how you use it is limitless.

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