On Location: Lessons Learned in Content Collection at Events
Hosting live events with your community is a great way to complement your online content gathering strategy and dually humanize your brand. The more your community can attach a face with your brand the more relatable and attractive it likely will become. Live events are powerful. We also know digital marketing is quickly becoming the most important and effective marketing method there is. So why not kill two birds with one stone (don’t actually, but you know the idiom! :) ) With this in mind, we thought we’d share a few examples of different clients who have used VideoGenie’s mobile technology to spice up their events, make them more interactive, and capture the enthusiasm to leverage in the digital world.
The Mitt Romney Campaign: During the 2008 Presidential Election, Republican candidate Mitt Romney used VideoGenie to gather authentic messages of support from his community. While this activity was primarily on Mr. Romney’s digital channels – with VideoGenie modules on his Facebook page and official website – his team also actively used VideoGenie at their frequent in-person events. At town-hall style gatherings, volunteers would use laptops, tablets, and mobile phones to collect messages of support. While in-person events can be hectic and chaotic, they can also be very energizing and prompt action. The Romney Campaign capitalized on this to really connect with their community at times they were more willing to take action and participate. The results were a great boost to the digital content they displayed online.
Ad:tech: Ad:tech uses VideoGenie’s technology for their events in San Francisco and New York. Prior to their events, they email participants and promote their campaign in ads and on their website. This proved to be a great way to build hype for their event, and showcase the excitement of their attendees. However, they didn’t stop there. During the event, they provided a booth were participants could share stories about what they had learned at the event. In addition to being able to share their story on social networks using the hashtag, #AdTechSF (or #AdTechNY), they could sit down and take a photo or video with a handful of laptops or mobile devices. This was a great way to showcase people at the event, and broadcast to people who weren’t able to make it what it was like to share in the excitement.
Speck: In addition to making great mobile phone cases, Speck also knows how to tap into their passionate customer base. At one of their community events, they invited their fans to share their Speck story on a tablet device or mobile phone. Not only did this provide some great content outdoors, but it also made their community feel valued and in the spot light.
- Make sure you have a support staff – events can be overwhelming, and convincing people to stop and share their thoughts can be a challenge. So, make sure you have the right support personnel in place to explain what you’re doing, make the process as approachable as possible, and funnel passerbys into the area where you are collecting content.
- Find a quiet area – it can be harder than you think at a large event. Plan ahead to find an area that has a nice flow of people, but also isn’t overwhelmed with sound. If you’re in an auditorium, there may be walls, barriers, or columns that provide a bit of a buffer to the onslaught of sound. If you’re outside, being close to an entry way can allow you to gently nudge people your way, without being in the thick of the traffic.
- Test, and re-test, your internet connection – make sure you test out your internet connection before the event, and during the event. Some events attract so many people that even cell service is not as reliable as it would be during off-peak times. So do your best to make sure you’re not left in a lurch. If you do find yourself without a solid connection, having cards explaining the program – and associated hashtag – is a way to try to get the content later.
- It never hurts to have a bribe – swag goes a long way to luring in people who might otherwise keep their distance. Candy, treats, and free giveaways are a respectful way to reward people for taking the time to participate in your campaign
Although promoting your campaign on your digital campaigns is an essential component to engaging your customer base, if you do have in-person events, you can get even more value out of your VideoGenie account by capturing that customer enthusiasm in person!