如果您正在寻找引人注目的方式来吸引全年的活动观众,请停止浪费时间并尝试在活动领域之外寻找灵感。

by: Kimberly Hardcastle-Geddes, CEM

Once upon a time, our world was a much simpler place. Event organizers would hold conferences and trade shows in physical environments, thousands of people would show up, go home and then come back the next year (and the next year and the year after that …) to do it all over again.

然而,如今我们的世界复杂、不确定,而且彼此之间距离遥远。活动组织者正在寻找新的方式来传播有价值的内容,保持社区联系,并更定期地实现他们的价值主张。 千年发展目标 正在帮助其客户开发和执行更全面的内容和沟通策略,我一直在思考那些在吸引我的头脑、心灵以及(就 Peloton 而言)腿部肌肉方面表现出色的品牌。

My Peloton bike has been a life-saver during the past several months and it’s shown me what the gold-star of true engagement looks like. What’s more, so many of the brand’s touch points could be easily adapted to serve an association or event audience.

As an example, at the end of each month, I get an email letting me know how many days I worked out, what my achievements were, how my stats compared with last month, etc. What if we used technology to create an email like this after attendees participate in our events – recapping how many sessions they attended, time spent on the show floor (or badge scans), activity on social media, etc. – to show them how much they accomplished? And what if we continued that throughout the year by highlighting their participation in online events and other forums? Speaking of which …

Peloton users earn milestone and achievement badges for numbers of classes taken, miles logged, minutes logged, and even for taking certain classes that are “discovered” by unlocking clues on Instagram. Admittedly, I’ve never understood why adults would care about digital badges until I found myself saddling up at 6:00 am, excited about earning my 300-ride badge, or my 5K minute badge, or my Lizzo ride badge! What if you capitalized on the passion your audience has for their industry or profession by creating (non-accredited) badges or certificates that acknowledge and reward individuals for their engagement? Take 5 classes (in person or online) in a given subject matter to earn a Bronze badge, 8 for a Silver and 10 for a Gold. Unilke my Lizzo badge, these could be touted on LinkedIn and resumes to demonstrate an individual’s commitment to professional development.

For engagement between workouts, I find myself reading the blogs from the instructors for tips on improving performance. I visit the Facebook page to see motivating before and after photos from other users. I watch videos of my favorite instructor (Robin Arzon!) on Instagram cooking healthy vegan dishes in her New York City apartment. Could we tease out more creative content from speakers and/or industry thoughts leaders on a more regular basis? Could we share stories about attendees who found a new vendor/solution on the trade show floor, learned something important and/or made a new connection and how it impacted their business or career? In short, how can we better capitalize on the power of social to create better engagement? And, more importantly …

How can you apply lessons from inspirational brands to your organization’s content and engagement strategy as you begin to think outside the annual cycle of event planning?

Kimberly Hardcastle-Geddes, CEM is the chief marketing strategist at 千年发展目标, a full-service marketing and public relations firm serving association and event clients. Email her at kimberly@mdg.agency or follow her on the Peloton app at #SpinberlyAnn.

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