The future is near. Oh brave new digital world! New communication tools are replacing poster posting, flyer distribution and radio advertising. It's no secret that with the help of social and new media, if you understand the mechanics and use the right strategy, you can reach a huge audience at minimal cost. I will not talk about theory using "vague concepts". Listed below is everything that I have used in practice and really brought fantastic results.
1. Creating an event community on the social network VKontakte
The event is created on behalf of a large community: for example, your event company or the customer’s brand page - thus, we already have a relatively loyal audience that can be invited to the event using social networking tools.
At the moment, on VKontakte there is a function for this “Invite friends to join” (you can invite your own friends - this is available to all users), as well as “Invite Group Members”, here everything is much more tempting: you can invite all members of the group on whose behalf the event was created, using detailed targeting (for example, invite only Moscow residents aged 25 to 35 years). But the most interesting thing is that the group in whose name the event was created can be changed! Thus, after using the resource of one group, you can use the resource of another community administered by you or your partner.
It is absolutely impossible to manually send hundreds of thousands of invitations, so for these purposes it is suitable to use special scripts or programs, for example, “VkBot” or the “Invite All” Chrome plugin for facebook (they are absolutely legal and serve as process automation).
2. Event positioning
First, let’s calculate what audience is required for the event. Beautiful girls living in Moscow? Students of technical universities or maybe people who love techno music? Calculate their habitats, for example, you can assume that beautiful girls are in fitness-themed communities, and people who love techno are in the corresponding music communities, as well as, for example, in the community of DJ Carl Cox.
Highlight the insight and drivers of this audience, show them the event from the side from which it will be interesting to them. For example, if we want to attract beautiful girls, let's show them the event from one side:
“The most beautiful and sexy will gather this Friday, July 20, at a premium party at the Luxury Beach club.
This time the headliner will be the best DJ in Japan - Dj Samurai.
Admission is free, face control can be done on the website www.site.com.”
We select the most juicy and bright visual component for the message, which emphasizes everything you said above - after all, the human eye is greedy for a bright picture and remembers it much better.
For fans of techno music, we can position the party by listing the names of the musicians or simply indicating that we will have the best techno DJ in Japan, and attach several audio recordings to the announcement itself.
3. Content is King
Don’t forget to fill your group with the right content, write news that is interesting to the participants; if they joined your event group, this means that it is interesting to them. Get them even more interested! For example, ask questions, tell interesting facts about the speakers, publish music and video clips of musicians who will participate in your event, post bright photos of food or drinks, organize competitions, introduce participants, cooperate with them in teams - after all, many people may refuse to go to an event just because their friends refused to join them.
Don't forget about UGC (User-generated content)! Organize a competition with reposts - let the winner receive an interesting prize: for example, two free tickets. The topic of reposts is very popular, and due to the fact that the user will report the event to his friends, the overall information coverage of the event increases.
4. Targeted advertising
At the moment, the capabilities of the VKontakte social network allow us to target the audience deeply and in detail, thus, with a professional approach, we can minimize our investments and phenomenally increase ROI.
In the VKontakte advertising account, we can divide our advertising campaign into several parts, which will allow us to track the best conversion of the ad. A group of users can be sorted by parameters such as age, location, members of a specific group, login device, applications used, and specific browser. The possibilities are simply colossal!
5. Brand Resources
You should make the most of all communication channels available to you. For example, if the event is supported by a brand, then agree in advance to publish announcements with links to the event on its social media. Thus, having joined the event group, its participants will receive your notifications and will not forget about the event.
6. Artist Resources
When concluding a contract with artists, agree in advance with them on full digital information support, be sure to include in the contract such items as your manager gaining access to their group on a social network, as well as such subtle points as the number of event announcements that you can publish. Also agree with the artists which of their compositions/photographs are best used in the content.
The possibilities of new media and the scope of their application in event marketing are simply colossal, but results come only with the right approach: it must be comprehensive and professional. Use the services of specialists - and your event will be successful!
In the following articles, I will look at targeted advertising in more detail and share a case where 1.5 million rubles worth of tickets were sold for an event, but the total investment in promotion was only 35,000!
Author: Ivan Gorinov, Eventum Premo
Original: https://event.ru/details/sotsialnyie-i-novyie-media-v-event-marketinge/
