Live events
Live onsite marketing and real time content for the largest AV show in the world.
The largest AV show in the world, where the audience that matters is mostly the one not in the room.
The problem
What they were up against.
A show of this size generates more happening at once than any team can cover, and the window is days rather than months. Content captured and published next week has missed the point entirely. The harder problem is that most of the people you want to reach are not at the show at all — so the job is not documenting the event, it is making the event legible to everyone following from elsewhere.
What we did
The sequence.
- 01
Agree the plan before the doors open
A strategic marketing plan signed off upfront, so that decisions during the show were about execution rather than direction. There is no time to agree a strategy mid-floor.
- 02
Capture and publish in the same hour
High quality content shot in real time and the social accounts run live through the show, so what people saw online matched what was happening on the floor.
- 03
Give the audience something to do
Instagram challenges and trivia games turned passive viewers into participants, which is what lifted interaction and pushed reach past the people physically present.
What it produced
The result.
- A year as onsite marketing partner across the show.
- Engagement mechanics that widened reach well beyond attendees.
- Content live during the event rather than after it.
I had the chance to work with Elena for two ISE shows on ISE’s social media channels. Elena executed her work perfectly and beyond expectations. In addition, she is a very proactive person with creative and engaging ideas, which makes a difference and is really welcome in marketing. She has a strong ability to work under pressure, always with a smile and the positive energy she spreads. Besides she has a great presence and excellent people skills. I would highly recommend Elena to anyone who needs support for marketing and social media and I really hope to collaborate with her again in the future.
Disciplines used
What this was built from.
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