By Becca Shanks, Creative Services Director, Sledge
Many publishing houses have entered the world of events over the last 10 years, as they recognised that the media landscape had changed, and the potential of experiences when it comes to meeting their always-on audiences where they are.
We saw countless media brands see success with this strategy, in terms of attendance, brand awareness and revenue generation, that many now boast large event portfolios.
However, as we all know, the world has changed in the post-pandemic era, and what worked in the past might not be so effective now.
With this in mind, below are three ways publishers can plan compelling events today.
Provide behind-the-scenes access
With so many events available to us to attend, standing out from the crowd is a must, and treating guests like VIPs, by offering them a behind-the-scenes look into the brand – and ensuring a cohesive, on brand experience throughout – can be a huge pull.
A key opportunity therefore lies in investigating the key details audiences are interested in, and bringing these elements to life, by providing guests with the chance to meet the people and organisations behind the pages, screens and bylines in real, physical settings – these unique interactions can be incredibly powerful, and stay with them for years to come.
This could mean incorporating Q&As and panels with editors, journalists, and external talent such as subject matter experts, interviewees and cover stars. Leveraging performance and 3D stage sets to create multiple dedicated areas for attendees can be an effective way to immerse all of their senses in the publication and topics – and allow them to get to know the people – that matter most to them, too.
If adopting a multi-layered route of this nature, a curated attendee journey is a must from a personalisation perspective, as it ensures people get the most out of their visit, see who they wish to see, and engage in the activities that bring them the most joy.
Tap into the news cycle
Media brands are the go-to source of information for their audiences, be it related to fashion, beauty, sport, automotive or other.
Herein lies an opportunity to share exclusive news and experiences during these events. Examples might include launching a special issue as the event unfolds and discussing the inspiration behind it, or joining forces with like-minded brands to host product reveals, educational demonstrations, and hands-on activities – such as hopping in a new vehicle or receiving a blow dry from a renowned hair stylist – for guests to enjoy.
This will drive attendance, encourage experience sharing – and in doing so amplify the event, and further strengthen the brand’s both topical authority and relationship with its audience.
Create, create, create… Content that is
Publishers specialise in creating content, whether that be for print, web, social or other. So, aim to adopt this approach when planning live events too.
Developing a pre-event strategy that raises awareness of the event across the platforms the target audience engages with, as well as tapping into key talent and influencers can help to amplify the message.
Looking to event technologists to seamlessly live stream key interviews or activities will allow those tuning in from afar to similarly gain behind-the-scenes access, and encouraging attendees to distribute content via their own platforms can be highly valuable, as authentic, user-generated content will drive further awareness and interest.
Bringing a film production team in to capture the entire experience is also one to consider, as they have the unique ability to transport literary works into visuals, and provide media brands with another opportunity to connect their audiences with a story.
They can artfully and creatively package highlights up into snackable pieces of content, too, which can be repurposed across owned platforms immediately after the event ends, for teasers ahead of the next event, and more.
Events are here to stay
While the media landscape and peoples’ expectations when it comes to attending events have changed, one thing remains true: there’s immense potential in live experiences.
Eventbrite’s 2023 Summer Event Trends Report, for example, revealed that 81% of attendees plan to spend more on them this year than in 2022.
In good news for publishers, there are many opportunities to leverage their network and authority to host compelling, results-driven experiences for their audiences. Ultimately, though, a robust amplification strategy, and the experience itself really need to hit home to attract guests and create a long-lasting impact.
