The most troublesome limitation of an activation event is reach. Because it basically stays in one physical space, it’s limited to the passers-by in the area. It can’t engage people on the other side of the street – let alone the planet! But that’s not completely accurate any longer. Technology has come to a point that it’s incredibly easy – and cheap – to share your event to the rest of the world. Additionally, many enthusiasts are willing to do their part in sharing your message. By taking advantage of these developments, you can publicize your brand to the entire globe!
There are two methods to make your event surpass its limitations: Public Relations and Digital Marketing. In a nutshell, PR is about getting other people to write good things concerning you while digital marketing is about leveraging search engines and social media to bring up your brand. If you plan on integrating them in your activation – which is recommended – here are a few tips to get you started.
Begin Integration Early
PR and digital marketing should be planned as early as the goal-setting phase of an activation. Adding them as an afterthought weakens their impact because your event is probably not designed to accomplish them. For an activation to be reported by the press or watched online, it needs to have an interesting, media-worthy concept. Additionally, the integration, especially for digital, might even need specialized equipment, such as cameras, and other requirements. These needs can be best addressed at the start.
Invite New Media
When inviting journalists to come to an event, it’s natural to think of individuals from newspapers, radio, or TV. However, citizen journalists and bloggers have become legitimate and widespread alternative for thousands of people. Their web sites also attract more distinct types of people, which you can more easily target. Finally, their sites are very useful for search engine optimization by creating backlinks to your website or social media page.
Prepare a Microsite
A microsite is a specialized website that acts as a separate entity and is often focused on a particular product or campaign. It’s used as a landing site to provide more information for curious people or be integrated with the event itself, such encouraging online sign-ups. Microsites are great at creating a specific digital experience and they’re usually spun off from the regular site because it might clash with the other products or services.
Join Social Media
If your brand still hasn’t joined social media, join Facebook ASAP. It’s the most popular social network in the Philippines and can easily help your activation reach more people. To use it for basic marketing, remember to add content that relates to your event regularly and don’t forget to boost or promote them to your target audience.
Show the Event Live
Nothing can make a person experience an event from another location better than a live video. Fortunately, that’s incredibly easy to do today. Grab a camera and let social media provide the rest of the tools that you need. Facebook Live can easily let you share the activities in your event to a wide audience all around the world. Don’t forget to promote the livestream’s date and time to your fans so they remember to tune in.
There are thousands of details to consider when integrating PR and digital for a brand activation. If you’re not experienced in these technicalities, its best to find someone who is. Many event organizers are no strangers to PR and digital requirements for activations. Find a specialist who is familiar with all three to help ensure your event’s success.
That’s the end of our series on activations! Subscribe to M2Live for more tips on events, activations, and more!