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Using Video to Market your Events.

Andy Robertson

When promoting your event, you should be using all the channels available to you including social media, website, email and PR but how do you differentiate your event from the competition? Incorporating high quality video in your marketing arsenal can make a big difference to your ticket sales revenue.

The importance of video as a sales medium cannot be overstated, potential customers often express that the key deciding factor in choosing a specific event to attend over another was the video experience the received from the marketing. With this in mind it is vital to ensure that video is part of your marketing plan. Try not to randomly push video but rather have a calendarised plan of what you will release and when.

Always commission the production of high-quality video of your events and build up a library of great content for the future. You need to capture the essence of your event to give the viewer a taste of what your event is all about. For live music events ensure that you capture a mix of performances and crowd reaction and include vox pop interviews with attendees that perfectly capture the enthusiasm and experience of your event.

Work closely with Artists and ensure that you get permission to share performances and that all copyright issues are covered. Artists will also have their own footage that you should be able to get access to, they want to promote themselves too so work with them to coordinate release of agreed video content.  

Social Media channels like Facebook and Twitter should already be an integral part of your marketing mix and of course they make it easy to share videos. Also consider creating specific event accounts in the video specific channels like YouTube, Vimeo, Dailymotion and TikTok too (although you are limited to just 15 seconds). Include all channels in your marketing plan and make sure they work together.  In addition to uploaded quality video content you can try some pre-event promotional live events using something like Facebook, however, make sure that this is well planned and announced in advance to maintain that quality.

Crucial to all your videos is to have a ‘call to action’ in all your content, don’t lose the focus of why you're doing this, to generate ticket sales so direct them to a phone number or a landing page for ticket purchase for example. However you do your video distribution make sure that you ask customers for feedback and learn what they liked and what they disliked. Build this experience into your future plans so that you deliver content that engages and promotes your event in the most effective way.

If you are using an event management software solution like FestivalPro you get built in functionality to store artist profiles and content to access easily for marketing purposes. The guys who are responsible for this software have been in the front line of event management for many years and the features are built from that experience and are performance artists themselves. The FestivalPro platform is flexible and easy to use and contains features that help with planning and calandarising your marketing activities bringing everything together in a seamless process. 

Photo by Joseph Redfield from Pexels

Andy Robertson
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