What Event Planners Need to Know About In the age of social media, event marketing transcends physical events themselves — dynamic digital content is just as essential to successful events as traditional planning. To stay relevant, your business needs to engage new audiences with cutting-edge technology. Enter Periscope, a live streaming app now in use by countless marketing teams: acquired by Twitter in 2016, Periscope allows attendees and organizers to instantaneously share events with a global audience. Periscope is an incredible tool you can use to market your event before it occurs and while it’s in session, connecting with people who may not be able to attend and allowing them to share in the experience.
One way to engage audiences before your event? Give prospective attendees a behind-the-scenes look at your conference or exhibition while it’s being set up — you’ll spread hype among those who’ve already registered, and you may even encourage viewers to sign up last minute. You can even use a live stream to advertise flash discounts, offering your audience special codes they can use to sign up. Especially when it comes to larger events, where people register weeks or even months in advance, Periscope can be a great way to build anticipation and excitement in attendees before they even arrive. Periscope also gives viewers opportunities to engage with your business and spread the word.
Periscope can also be used to broadcast portions of your event, such as keynote speeches, breakout sessions, or networking mixers. Although attendees will likely be focused on your event, Periscope can appeal to people who weren’t able to attend, allowing them to engage with your event remotely — and encouraging them to register for future events or otherwise do business with your company. Another popular tactic: allow special guests or featured speakers to “take over” your Periscope stream, giving viewers exclusive access to their insights and experiences. This will inject personality into your event and attract more viewers. Periscope even features a chat option, allowing you to answer questions or comments during live streams.
Although a Twitter account isn’t necessary to use Periscope, it’s easy to cross-promote your live stream on Twitter for more viewers and followers — especially because many Periscope users don’t spend as much time on the platform as they do on Twitter. Encourage attendees and special guests with their own Periscope accounts to broadcast from your event as well. Try incorporating Periscope into your next event to see how you can engage audiences near and far.