I ran Paris marathon earlier this year.
Will I run a marathon again?
Possibly.
Will I return to Paris to run?
Well, there’s unfinished business I have with Paris marathon but equally, other attractive destinations to consider.
But Paris wants me back.
How so?
Because Paris marathon regularly tells me.
Notably through social posts and email communications Paris shares marathon highlights, competitor success stories, elite runner interviews, new route details, product innovations and sponsor stories.
I’m also reminded of registration dates and exclusive, early bird offers.
It’s not a hard sell.
It’s a masterclass in event branding.
If you considered event branding to be colour schemes and logo placement, think again.
Advertising legend Sir John Hegarty recently wrote…
What is brand?
Firstly, here’s what it is not…
A logo
A product
A fancy office
The best definition I ever heard is this…
A brand is the most valuable piece of real estate in the world; a corner of someone’s mind.
If we accept brand to be less tangible then, we start to really understand the value of content engagement and keeping momentum.
Particularly if, like Paris marathon, it’s a full twelve months before the event returns.
Oftentimes, so much energy, effort and resource are assigned only to pre-event promotional content that addresses the question what’s in it for me?
Do you then hold your breath and patiently wait as attendance registrations begin?
Do you then hold your breath again as the event delivers against its promises?
Do you then breathe a collective sigh of relief?
It’s what, another nine months before we go again?
Do you then wonder why you’re holding your breath again and patiently waiting as attendance registrations begin?
If so, it’s time to stop this pattern.
Take a moment.
Reframe your event content as event branding.
Relevant, regularly, real.
Release your content schedule if it only conforms to strict pre and post timeframes.
Take advantage of a portfolio of events, not just one event, and nurture a wealth of library content: your own attendee success stories, participant interviews, product innovations and sponsor stories.
Events themselves are super effective content creators.
Only if you’re intentional from the start.
Tell attendee success stories by:
Sharing attendee testimonials
Publishing attendee and engagement metrics
Start conversations, integrate attendee social commentary
Highlight shared achievements towards responsible initiatives
Net Promoter Score
Engage a greater geographical audience with exclusive ‘fringe’ content by:
Hosting off-stage event leader interviews and panel discussions
Commission influential content creators to attend
Launch a podcast series
On-demand content access
Responsible event features e.g. sustainable, green, inclusive aims and achievements
Stay ahead of the curve by:
Linking your event experience to broader product/brand content
Leverage a ‘Futures’ platform with event leader insights and trends
Unrivalled access to innovation, technology and social cast studies
Launching a Prize initiative that rewards ambitious industry goals
Boost your brand awareness through collaborations by:
Developing a strong understanding of your audience(s) profile
Seeking innovative, complimentary brand partnerships
Agree clear content guidelines for collaborative content creation
But this’ll only work, if you’re intentional.
Lead with a strategy.
Follow with tactics.
Regularly review and be prepared to make necessary adjustments.
And the result?
Valuable, user/event-generated content that can be scheduled, edited, re-purposed and shared to maintain engagement with audiences and consolidate your event brand.
Où sont mes chaussures de course?
Do you identify the pattern of holding your breath, hoping, waiting patiently, copy/paste every year? If you have an event(s) in the coming months and content creation and building an event brand would be valuable, then let’s have a chat.
