Technology trends

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

 

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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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