Three Major Game Changers to Event Marketing
As the world has become more digitized, the world of live event marketing has been rapidly changing. Data and Analytics, Technology like Live Streaming and Virtual Reality, and the increase of utilizing influencers have all brought major changes to the live event marketing game. Now marketers can track their campaigns in real time and make adjustments as needed leading up to an event. In addition, they way that they are marketing is evolving. Live streaming has opened up a variety of creative content that connects fans to an event more. It also works since in a survey 67% of participants said they are more likely to attend an event after watching it on a live stream. Influencers are also helping to provide a more human connection to marketing campaigns for a live event.
#1: Data and Analytics
This whole year a hot topic in the live events industry has been Data and Analytics. Earlier this year we published an in depth article on how technological advances have allowed live event producers to collect more information than ever and leverage the analytics of that data to better promote their events, engage more with attendees, and host better events. XLIVE also hosted a data and analytics conference where professionals from the sports, entertainment, and live event technology industries got together to discuss this topic in person.
For live event marketers, analyzing social media data during a marketing campaign can be extremely advantageous. Not only can this information provide powerful insights into the demographic engaging with the content but it can also detail ways that the campaign can be adjusted in order to best reach the target audience and drive up ticket sales. You can also use ticket sales dashboards to give a look into how ticket sales are tracking. Data gathered from the right platform can not only indicate if the sales on are track with what is expected but can also detail where the shortcomings and big wins are coming from. The biggest change is that now data can be analyzed in real time, before an event takes place. Now, live event marketers can pivot their strategy if need before the event rather than just planning for next year.
In August of 2015 Facebook announced that it would allow for live streaming on its platform. Since then, many platforms have been adding in more live streaming options. For sports event marketers in particular this has changed the way that they are now connecting with audiences. In addition to full games being live streamed, a variety of live content can now be produced to market their games and events. Now, fans can engage with an athlete live on social media. This builds a deeper connection between them and the team overall. Many teams are getting very creative with the way that they leverage live content to connect with their fans.
“Our content team puts a lot of resources into providing fans with unique experiences on game day through live social content,” said Eric Long, director of production with the Philadelphia Eagles in an interview with Forbes. “Showcasing that work to more than 65,000 people in the stadium is a great opportunity to continue to grow our audience and provide value.”
Insomniac, producer of some of the biggest and most immersive music festivals and events around the world, announced in March of this year a partnership with LiveXLive Media Inc. Through this agreement, not only will Insomniac’s events like Electric Daisy Carnival (EDC) Las Vegas be live streamed but there is potential for video on demand, virtual reality, and augmented reality. This partnership represents a number of possibilities for all of Insomniac events to reach audiences all around the world in new and innovative ways.
Insomniac Founder and CEO Pasquale Rotella told BizJournal how this will help them market to a wider audience. “This collaboration with LiveXLive is a key part of our mission to expand not just EDC but other Insomniac experiences into key global markets, from Asia and Europe to Latin America and beyond. I’m excited for people around the world to look through this unique lens and experience the unity and positivity that this culture promotes.”
Virtual Reality and Augmented Reality are providing new and creative platforms for event marketers to publish content on. The NBA announced last fall that through a partnership with Turner Sports and Intel, it will be allowing fans to watch games live through a virtual reality headset. Fans will be able to watch a game from courtside (which many of them will never have the chance to in person), from a birds eye view, or from the viewpoint of the photographers at the baseline.
The rise in people to people marketing has significantly increased over the past few years. It makes sense since 92% of consumers trust word-of-mouth recommendations over any other form of advertising. This is why more and more live event organizers have been utilizing influencers to promote their event. Influencers are considered any one with a large or engaged social media following. In the sports industry, athletes can even be considered influencers. By bringing in an influencer, live event marketers can build a deeper connection with a targeted audience. If a person with a large social following is promoting your event, then their audience will take it as a personal recommendation. They can also help boost the events SEO as it provides more opportunities for backlinks. In addition brands are leveraging influencers at live events like Coachella to promote their products.
As the game continues to change for event marketers, we will see influencers being used more and more to make live event marketing campaigns more human. Taking the time to analyze data from various platforms in real time will also have a huge impact. Technology like live streaming and virtual reality are engaging with fans in innovative and creative ways. These three game changers have been disrupting the event marketing game and will continue to impact it in the future.
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