Turn a non-event into meaningful brand engagement

May 29, 2020 | Interest

With millions of events cancelled or postponed, brands need to look to different strategies to make meaningful connections. Here’s eight content marketing takeaways for a sporting chance to cut through the competition.

My time with some of the F1 teams at the beginning of the season exposed me to the real battle for supremacy: the battle between hundreds of brands vying for the attention of millions of potential customers in a meaningful way. This battle is not only between the big-spending super-brands like Mercedes-Benz and Red Bull, but for those SME’s with far smaller budgets who are vying to rise above all that media clutter.

With so many events postponed, how do you get noticed? Here’s some in-bound marketing tips and tricks arising from my attendance at the major events staged before lockdown.


  1. Stop advertising and start innovating

Your brand, product or offer is diluted by thousands of targeted Google and Facebook ads, as well as conventional advertising. Start a conversation with your personalised story to authentically engage before, during and after a specific event.


  1. Plan ahead

Events may be postponed for now, but your customers experience can start today. The most effective way to build relationships is by getting the conversation going with your target customers – so start that conversation as soon as possible.


  1. Engage with attendees well before any future events

Have a plan to make the most of every stage of the journey. Drip-feed information across all communication channels – starting with teasers months in advance – revealing a few more details with every post, culminating in a big push and numerous reminders in the final countdown. Keep it sharp and be clear on your main goals.


  1. Push social media further

Social media marketing goes way beyond hashtags and fan pages. You need to plan a strategic calendar of content from the start. This integration triggers the best results – where social is the thread that touches all elements of the customer journey to keep your content alive and circulating for long after posting.


  1. Shhhh. Listen!

Social media has blurred the lines between marketing and customer service – which has always been about listening. Eventually, one-way communications on social networks will be ignored. However, by listening to consumers, you’ll build anticipation, enhance the user experience and develop relationships.


  1. Content is King

Your content needs to stand out – so plan in a story-line that truly shows the unique and unforgettable aspects of your business. Consider producing a teaser campaign that leaves people curious, and ready to engage with you. Spoil your prospects with quality: Have a plan and share your story.


  1. Create your own play-book

Develop tips and tricks that work well for your niche and how your brand engages its customers as they are often hungry for involvement and are willing to try new things. So, give them multiple opportunities for varying degrees of participation and drive the development of your story deeper for an emotional connection.


  1. Follow up

Be relentless in following up. Follow through on your hot leads before your competitors jump on it. While your sales team nails the hottest leads, your focus should be on sharing great content designed to keep those leads cooking and to nurture committed clients.


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