The events are powerful.
Companies and people make events when something important happens in their lives.
Offline to Online - our approach to organizing events.
It's very simple. If you plan the event correctly, its coverage may be comparable to an advertising campaign. That is, in addition to the emotional involvement of the people present at the event, you can tell your story to a wider audience. Content released from the event has many advantages over online content that we are all used to. In short, it is less advertising and, therefore, easier to overcome perception barriers.
It seems unfair to us that companies spend huge budgets on events, and as a result, several thousand or even hundreds of people see what happened. We are sure that increasing the effectiveness of advertising budgets is a good argument.
It seems to be easy. You need to make a reporting video and upload it to social networks. Alas, this does not work. People are not interested in reporting videos if they themselves were not at this event. This approach allows you to advertise your agency a bit, but not the brand.
Or you just need to "stream your event". Alas, this also usually does not work. We love to follow sporting events or when what we look at is somehow connected with us. For example, we can win something. In other cases, the broadcast audience will be comparable or even smaller than the physical audience, which is wrong.
So how should it be?
1. Separate tasks.
Make an event and get coverage on its results - different tasks, with different content, different audiences.
It is necessary to separate these tasks within one large project.
You can’t do an event, and then do something for online. These are two parallel tasks.
Event content, reporting content, and online content are different types of content.
2. One team.
Since these tasks must be solved in parallel, two teams - the organizers and digital - must work together as a whole. Otherwise it will not work. The usual structure of departments in companies, frankly, does not contribute to this.
In conclusion, a small blitz.
Should all events have an online tail?
- No, of course there are many events that take place behind closed doors.
How much is it?
- From 5% of the budget for the event.
Should it be one agency?
- We can do both parts and this definitely has many advantages. But in general, it can be several agencies.