Events can be a powerful marketing tool for your business, with 84% of leadership considering in-person events a critical component of their company’s success. The most successful companies also spend 1.7x their average marketing budget on live events.
There’s just one problem. Even with a huge budget and committed leadership, it’s still difficult to get people to attend. In fact, 50% of event marketers say that getting attendees to respond to their event invites is their greatest challenge.
So, what can you do to bring awareness to your event, generate excitement, and ensure that potential attendees respond to your event invite? Below, we outline four simple ways to tap into the power of video marketing to get potential attendees thrilled about your next event.
1. Generate Buzz from a Past Event
As 30% of people report they would have purchased a ticket for an event had they been aware of it, the first step to generating excitement for your upcoming event is to make people aware it’s happening.
One of the easiest ways to generate buzz for an upcoming event is to first talk about a similar past event. People want proof of concept. By highlighting a past event that went well, had a great turnout, and provided great value, you’ll make your audience regret missing your previous event and eager to attend the next one.
There are many ways to use your past event to market your upcoming event, but a few ideas include:
- Testimonials: There’s no better proof of concept than sharing customer testimonials, which have the highest effectiveness rating for content marketing (89%). Create the video with testimonials from past attendees stating why they loved the event. The video can be included as part of a blog post, used for a landing page, and sent out as an email blast.
- Highlights: A great way to give your audience a sneak peek of what they can expect at this event is to create a highlights video of a previous event. Much like a movie preview, this type of video breaks down your event into its best features.
2. Get Viewers and Potential Attendees Involved
95 percent of marketers agree that live events provide attendees with a valuable opportunity to form in-person connections, but why wait to involve attendees until the day of the event? Instead, get potential attendees involved from the very beginning to help them feel they are a part of what you’re creating.
One great way to do this is to ask for feedback. Find out what your potential attendees would like to see and experience at your event by setting up an online poll on social media or on your landing page. Ask questions such as:
- Who do you want to hear speak?
- What type of live demonstrations would be most valuable?
- Where should the event be held?
- How can our speakers better interact with attendees? 53% of event professionals say that their attendees want greater interaction with speakers at their events.
These insights can help you cater to your audience and ensure your event is on target.
3. Show the Need for the Event
People attend events they believe they’ll get value out of. This is why it’s so vital to show the need for your event. From the very beginning, you need to pull attendees in by sharing exactly what they can expect and why it should matter to them. The key is to stand out in the crowd.
One of the best ways to do this is through videos.
- Show What They’ll Learn: Create a video that presents interesting facts and tidbits of info that viewers may not know. This will give your potential attendees a taste of what’s on offer and a peek at what more they could learn by attending.
- Tell a Story: Create a story related to the event that will appeal to potential attendees. Another possibility is to interview a potential attendee who would get the most value out of your event and have them tell their story, explain what they are looking for, and why the find the event would be of value to them.
Don’t give away the entire event; the key is to leave them wanting more. Keep them excited with just enough hints to intrigue.
4. Sneak Peek
Finally, as the event draws closer, don’t be afraid to share a behind-the-scenes look at how you’re preparing for the event. A sneak-peek video should have an energetic and fun vibe so as to really build excitement for your upcoming event. Choosing the right music and media assets can help achieve this.
Share these sneak peek videos on your event landing page, across social media, and through email marketing (which 40% of marketers believe is the single-most effective channel to promote an event). It’s through all of these channels that you’ll have the best chance of reaching your potential audience.
There are many ways to create buzz and generate excitement for your upcoming event. With a little creativity and a video creation platform such as Wochit, producing quality event promotion videos is easier than ever.
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