6 Tips for Using Live Events as a Marketing Strategy
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6 Tips for Using Live Events as a Marketing Strategy

(upbeat music) – Hi, I’m Krysta Masciale,
I’m the CMO here at LumaForge and today, I’m gonna do
a little bit of a recap on what I learned from hosting our brand’s largest event
that we’ve ever done at the National Association
of Broadcaster’s Convention in Vegas this year. What we’re talking about today
is really important to me because it’s the first live event that I’ve ever done as a CMO. And what I realized through the process is that if your brand is
really clear and concise and has been consistent over the course of the last six months, or the last year, or maybe the last decade, a live event is a really great way to
connect with your audience and to expand your brand’s reach. When producing a live event, there are two elements
you have to count on. You have to count on your people and you have to count on your technology. When you put both of
them into the same space and you’re counting on them
both to work flawlessly, things can get really
messy and out of control. So here are six things
you can do to make sure that you set your team up for success. The first thing is that all
the little things matter. Leading up to the event,
there’s so many granular things that have to happen in
order for everything to work well on the day of the event. Engaging your team and making
sure all the technology works is absolutely critical. So if you haven’t pulled
people into the process from day one of planning the event and held them accountable all throughout the entire experience
leading up to the day of, you’re gonna have a really hard time, not only connecting with your team, but connecting with your
audience in the process. Number two is that both the creative team and the technical teams need
to work really well together. And what I mean by this
is that they need to be in clear communication with one another, they need to trust one another, and they need to be apart of the process from the very beginning, all the way through the end of the show. This is something we
don’t talk about a lot, that CMO’s actually have
to get in the trenches with their technical
team to really understand what they’re asking of them. It’s not comfortable. It often makes me feel
stupid because I have no idea what my team is talking
about when they start going into cabling and resolution
and storage size, I start glazing over
and I’m sure you do too, but it’s absolutely imperative that when you ask your
team to do something, and you ask them if it’s possible, that you know exactly what
you’re requiring of them. This live event is not gonna happen, and it’s certainly not
gonna be a good experience for anyone if no one’s on the same page. There are just far too
many elements at play that the creative team and
the technical team need to see eye-to-eye on for you to kind of absolve
yourself from the process. So get in the trenches with your team, make sure everybody’s
speaking the same language, and get moving ’cause there’s a lot to do. The third thing I learned
is that a live event is a reflection of your real brand. This is really exciting for companies that have a solid brand presence, who know exactly who they are, who live and die by their values, and who’s customer base is really engaged with them right from the beginning. This is really bad news if
you’re hosting a live event for your brand and hoping
that it’ll hide some of the skeletons in the
closet that you may have. For instance, if your company
culture isn’t on lockdown, this is the perfect
way for everyone to see who on your team is
just not a cool person. This is also a really good way for people to feel like your disingenuous or that you’ve maybe been lying to them and sugarcoating your messaging because they’re actually getting to experience you in real time. So be very careful if you’re planning on hosting a live event,
to make sure everyone is super clear on what
you’re trying to accomplish, and make sure that you’ve
cleaned up all the cobwebs. The fourth thing I learned
is not to be a coward and not to be arrogant. Our brand sits at the intersection
of video and technology, so what this means is
that a lot of our audience is completely aware of tech specs, workflow, everything there is to know about gear and how to actually
create content using video. With the audience that we had, we felt there was an
opportunity to be courageous. We wanted to put our
product at front and center, and prove that we really stood
behind what it was capable of and what it enabled the
people in the audience to do. For me, that felt like an act of courage to depend on our technology
that we’re so proud of, to not malfunction at
all on the day of event. Because of this, we had zero
arrogance left in our bones. When it came to rehearsing and making sure that we had covered every single back up that we may have needed to make sure that we set everyone up for success. We would highly encourage
you to do the same thing. The fifth thing I learned
is that doing a live event is like drawing a line in the sand. Audience members will either
see you in a brand new way and start engaging with you
with a little bit more fervor or they’ll start disengaging immediately. Same goes with your
employees and the people who have been true
advocates for your brand. It’ll be a true tell for
where they really stand in their engagement with the
thing that you’re building. The last thing I learned that
decision fatigue is real. If you have not prepared you or your team for the sheer amount of
conversations and decisions that have to be made from
the time you’re setting up, all the way through the show, you’re putting yourself at a disadvantage. So be as prepared as possible, make sure that you have a little bit
of bandwidth already planned into the production of the event for you to make solid decisions, and build the confidence in your team to be able to roll with the punches so that you aren’t burning
your team out six hours before the event even begins. The live event was not just
a turning moment for me in my career but it was also
a huge moment for our brand. It helped our entire team
have a tangible experience that we can all fall back on, that reminds us why we’re
doing what we’re doing, and gives us actual faces to remember when we think about who we’re
actually trying to serve. I wish you all the luck. Let our team know if
you have any questions about hosting a live event, and make sure to go to fastertogether.com
to see the incredible work some of our colleagues did from our stage to make sure that you’re more educated in the world of video. (upbeat music)

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