Five Ways To Elude The Eye Roll Emoji At Your Next Event
April 5, 2016
While winter is not letting go here in the Midwest, the weather will eventually warm up, and then all around the country will be sunshine filled with bored Millennials.
All 80 million strong, scrolling their phones for constant experiences.
They're even willing to pay for these experiences - but they must be moments that matter. Not just an event - but something to record.
Remember, this is the largest generation using social that highly values documenting the immediacy of their lives.
So in order to attract the millennial fan and ad-buyer, it's critical to always be crafting 'eye-roll emoji-proof' events.
We want to be thinking of how we're linking real life and the social experience.
Here are a few ideas to get you started:
- Be the Coordinator of Cool
It's not necessary to reinvent the wheel. Don't get distracted by trying come up with new things. Consumers are not judging you in the way perhaps you may feel judged by peers or competition.
Your job is to simply create cool, memorable moments that fans will talk about long after the event is over.
Focus on what we know they love - and it starts with photos.
- It Didn't Happen Unless There's a Selfie
Even if you loathe the selfie craze, it's still out there. But there's a twist.
Rather than fans taking their own selfies, what they really enjoy is handing over their phones to celebrities and notable types to have them take the selfie. It's all we saw at the ACMs in Vegas this past weekend:
(Top: Carrie Underwood stops everything to take a fan-selfie. Bottom: Brett Eldredge takes group selfie with fans at ACMs in Las Vegas.)
One of the most share-worthy experiences you can offer is access like that to the artists.
Not always easy to do - but should always be explored.
Other photo opps that should never be overlooked:
Snapchat's latest Geofilters feature is incredibly smart for events that are dominated by 18-34 year olds.
Here's an example from KRBE/Houston this past weekend hosting the NCAA Final Four tournament:
They strategically place the station logo in areas that will complement the fans' selfie.
Also - Photo booths or gif booths are a must. Vet companies that work well with others, and that can offer a true photo sharing experience to get your event and logo on social platforms.
- Influencers Get The Hashtag Going
Tap your loyal fans that interact with you via social and ask them to start populating the event hashtag.
Offer guidelines so they don't become a nuisance socially. The goal is to create a community type feel by having them positively impact others to join the event.
Two things about hashtags. They are so much more than a trending topic.
You can track impressions derived from hashtags with paid tools like Keyhole.co.
I've been using it for years. It's an important way to show clients how well your brand's social effort amplified their product or event.
Also - before committing to the hashtag read it out loud.
Remember the Dallas Cowboys hashtag #CowboysUK a couple of years ago? Twitter read it as "Cowboysuk," and were relentless with snark. It doesn't matter how you spell it, upper case, lower case - you can't control behavior and how people actually see the hashtag. Read it in a variety of ways out loud.
- Product Samples in Exchange for Social Sharing
Clients love on-site activation. What better than to help get their word out by creating a plan of exchange.
But the offer has to be worth it. Don't try and get someone to Instagram a photo of your event for a 10% off, limited time coupon.
Real product sample for real social sharing.
- Reward them for attending
Often we forget to offer a perk for loyalty.
Create cards with codes they can text in to receive a discounted price off your next event. Pass these cards out at the event. You can email the code to attendees, too.
But rewards don't always have to come in the form of discounts to future shows.
Have a booth with an iPad ready to collect Twitter handles. Follow those Twitter handles back. Tweet a personal thanks for showing up.
You'll shock them - in a good way.
Summer is coming (eventually). Get your team together now to start hacking at ways to heighten your events with social. It's less about what you're posting and more about what they're posting. Monitor it.
These are key ways to keep radio in the hands and the hearts of the fans; giving them experiences they crave.
Reach out to me anytime on Twitter @lorilewis.
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