B2B Digital Event Amplification Strategies That Work: Part II

April 9, 2020

Alexander Kesler

Alexander Kesler is the founder and CEO of INFUSEmedia, a leading demand generation firm. Alexander leads a team of digital marketing experts who specialize in B2B lead generation, content marketing and syndication, ABM and intent strategies, data processing and validation, programmatic media buying and brand amplification. 

In case you missed it, start here with an introduction to B2B digital event amplification strategies. This is part 2 of three in a series.

5. Leverage Your Social Ambassadors

Every event needs an arsenal of knowledgeable speakers — and the bigger the name, the better. If you’ve invited notable figures to speak at your event, this is your chance to tap into a new audience. Not only do well-known industry leaders attract more attendees simply by having their name on the poster, but you can also borrow their reach to promote your event. When you book your speakers, make sure you ask them to also promote the event on their social media to give their fans a chance to discover your event and become more familiar with your brand.

Celebrity speakers also bring more traffic and engagement to your social media pages, so this is a great way to gain some long-term followers.

6. Diversify Your Content and Focus on Visuals

A bland promo campaign signals a bland event, no matter what the reality might be. Therefore, your promo content needs to hit every note and stand out on every platform. You can create more long-form content like videos and blog posts for desktop users, while mobile users should be targeted with photos, quotes, highlights, and even gifs related to your event.

Compelling visuals are clearly a must if you want your audience to remember your event. Make sure your event page has a clean, yet compelling design that’s reflected in all the other promotional materials — consistency is key.

In general, there are two types of content to use for an event and deploy strategically based on the event’s stage: informative content and buzz content. Informative content is typically related to branding, awareness and education and includes the most essential information about your event, such as registration dates, location and speakers. Buzz content, on the other hand, is focused on lead generation, customer engagement and upselling, and is meant to excite your audience and build anticipation. Games, awards and giveaways are all examples of buzz content.

Your editorial calendar should include a good balance of informative and buzz content in order to create immersive experiences and compel your audience to attend your event. Make your content shareable, like-able, and pinnable.

7. Organize a Ticket Giveaway

Raffles, lotteries, and giveaways have been around forever for a good reason. They require fairly little effort and a minimal investment from entrants for the chance to win a substantial prize. What does this mean for you? A lot of engagement in a short time and a highly valuable lead list.

Combining social media and giveaways is a surefire way to extend your reach. For example, you can offer several tickets (as many as you can afford to give for free) and require entrants to share and like your post to enter. This method will raise awareness about your event. Alternatively, if you think mailing contacts will be more beneficial for your company in the long run, you can ask entrants to give their email addresses and subscribe to your mailing list. You can add this contact list to your existing one or even send them tailored emails based on their interest in your event.

Stay tuned for part 3 in this series.

 

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.