- Heather Sasser
Bench the newsletter, promote your conference with video instead
Conference planners market their events every day. They use social media posts, email blasts and the good old fashioned snail mail. Their goals are universal. They want to reach their right target audience to increase attendance to their events.
But what if simply reading that information is not enough? A conference needs the people reached to be interested enough to attend. This is no easy task, but with the popularity of conferences, it’s necessary.
In 2012, there were nearly a half-million conferences and conventions in the U.S. bringing in 75 million dollars in direct spending. With more than 30 trillion web pages full of content, conference planners need to attract attendees away from their computers and to seats at the events.
There’s an apparent need for it. The goal of increasing attendance is identified. All that is left is how do we do it? The answer is by turning those views into attendees.
Notice that the keyword here is views. The best way to grab a potential attendees’ attention and to keep it is by showing them exactly what they will experience at your conference. And the only way to truly show that experience is through video.
An email blast is simply not enough anymore. They get lost in the dozens of emails of everyone’s inboxes, and quite frankly, they’re boring. The likelihood that anyone will click it is almost nonexistent nowadays.
But a video? That can result in a very different outcome. By just using the word “video” in an email subject line, it could potentially boost open rates by 19% and clickthrough rates by 65% (Source).
But what if instead of an email filled with text telling them about the conference they received an email with an image? This image would then redirect them to a video which showed them everything they needed to know about your conference?
According to the Online Publisher’s Association,“of the 80% of people who report having watched a video ad online, 46% took some action after viewing the ad — 26% looked for more information; 22% visited the website; 15% visited the company; 12% purchased the product featured.”
Today being different is a necessity.
People have grown accustomed to the same thing. All that is left to do is to stand out. Video can ensure that your organization’s conference stands out. It’s your opportunity to tease your audience. It’s your chance to give them a taste of the event. It’s your chance to inspire them.
How do you do this?
VideoEnvy produces videos that capture the purpose of your conference while highlighting key points that viewers can relate to.
Take a look at what we did for the Pediatric Academic Societies’ Conference earlier this year.
Your event’s story can even be shared through interviews of past attendees as testimony of what they took away from last year’s conference and why they think others should attend your upcoming event.
Getting the word out is not the only benefit of video marketing. Capturing and highlighting key breakout sessions through video is another way to be able to monetize your message or product.
Video can be used for a sales department to visually show their clients how their product or service is superior to their competitors.
Whether your conference is usually filled to the brim with participants or it’s small and you’d like some growth, video marketing will attract the attention of your potential attendees. After all, the ultimate goal is a room full of people engaging with your brand and message.
As author Dan Patterson so perfectly put it, “Humans are incredibly visual and powerful. Moving images help us find meaning and video helps capture and contextualize the world around us.”