4 Ways Social Media Can Extend Your Event Reach

AUTHOR: Derse  /  November 29, 2017

CATEGORY: EventsProductionStrategy

In-person events and experiential programming can have a huge impact on building brand awareness. With effective experiential marketing, brands can make connections with consumers that stay long after an event is over. Experiences that connect with your target audience can use the participation of 500 people to reach 500,000 thanks to the power of social media and word-of-mouth marketing.

Our senior account executive, Lisa Schwabenlander, explains that face-to-face marketing requires full integration for success, not just a focus on exhibits and booths. By strategizing how to enhance customer experience before, during, and after an event, brands can reap continuous experiential marketing investment results.

Taking a cue from a recent AdWeek article, here are four ways to use social platforms to your advantage in experiential marketing.

  1. Create and promote a meaningful event hashtag — Well in advance of the event, determine and start using a hashtag to promote it. It doesn’t have to be mind-blowing, but it should be short, relevant, and user-friendly. This will allow you to track mentions, and see real-time trends to gauge participation and response.
  2. Create demand — Develop and promote posts announcing your event on your company’s social channels. Be sure to target any paid posts to the audience most likely  to engage with and attend your event. Think of it as demand creation for your event, driving people to your exhibit that you’ve worked so hard on. A line waiting to get in can be one of the first moments a participant may share, driving even more people to your event or exhibit.
  3. Interact and engage— Like, retweet, and comment on posts before, during, and after your event. Encourage brand commitment by taking the time to follow participants who engaged in your events. Followers have followers who have followers, and seeing a friend or social celebrity enjoying an experience can spark interest and even commitment to a brand. In an era filled with the fear of missing out, the “me too” mentality can drive participants to your event and brand.
  4. Keep up the momentum — Don’t go dark! Remain relevant by sharing useful content that your followers will be attracted to. Mix it up with videos, photos, posts, and more to keep your audience engaged. Just because an event is over doesn’t mean the messaging and impact is over. Not only can this remind participants of their experience, it can affect those who weren’t lucky enough to attend.

Using social media before, during, and after your event acts as an amplifying megaphone, increasing brand awareness. It can help attract larger audiences and helping your brand grow even more.

RELATED LINKS
Make Connections That Matter with Experiential Marketing
Six Ways to Engage a Pan-Generational Audience

  • brand reach
  • consumer connection
  • Customer experience
  • events
  • social media

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Derse

BIO:

Derse is the complete face-to-face marketing agency and exhibit builder with more than 465 employees and six full-service divisions. Ranked as a Top 10 Experiential/Event Marketing Agency by Advertising Age and B2B Top Shop by Chief Marketer, Derse brings a smarter wins approach to exhibits, events and environments for client programs in more than 50 countries.