Live Event Marketers Continue to Connect with Their Communities
It’s been a tough few weeks for people as we navigate a new normal. But amidst all the uncertainty, there are some much-needed uplifting moments. From scenes of neighbors singing to one another from their balconies to using videoconferencing apps to stay connected, we are finding creative ways for human connection.
While we know that every paused journey will eventually restart, how do we become shining beacons of light and positivity for our fans at this moment in time? As there is no definitive guide on what to do or not do during this epidemic, live event marketers across the industry are flexing their creativity to adapt their communications and overall fan engagement efforts. We’ve seen incredible examples of creativity, compassion and connection from our clients across North America. To inspire you, here is some advice and some great examples of how your peers are connecting and engaging with their communities today:
Now more than ever is the time to be ‘human’ with your content. Fans are looking to digital channels to make those connections that they may be missing in “real life.” Some artists, players and performers are reimagining digital experiences via behind-the-scenes discussions, providing fans a sneak peek into their lives. Take a look at how the Toronto Raptors humanized the fan experience and created empathy with their fans while also encouraging engagement.
2. Be Creative
Many live entertainment companies are using this time to be fluid and adapt by discovering new ways to serve fans. To the delight of fans and patrons, artists and performers are using this time to perform live on social media and streaming platforms while we mostly remain at home. Like being at a concert, or a musical, or a festival, these “Live From Home” moments forge a sense of escape and connection between artists, performers and their fans. From James Taylor to Garth Brooks to Oklahoma!, here is an example from Live Nation that caught our eye:
— Live Nation (@LiveNation) March 30, 2020
(Pro-tip: And while you’re being creative, don’t forget to disable pre-scheduled content if there is no longer a need for it them during this time)
3. Be Relevant
In the current environment, some clients are using social good to connect with fans and patrons. From driving awareness to raising funds for frontline workers and medical staff, to community updates during this time of crisis, organizations are showing their humanity with sensitive and timely responses. Here are some examples from the NHL:
— Anaheim Ducks (@AnaheimDucks) March 24, 2020
As live events are rescheduled or canceled, fans are also counting on you for answers. Being relevant often means making the complicated as simple as possible. Make finding answers painless as possible by proactively and clearly communicating information so fans. Try to include information about the following in those communications:
- Rescheduled Event Dates
- Refund/Cancellation Policies
- Location Closures
- Simple FAQ page
- Customer Service Contact information
Part of staying relevant is also reaching the right people. Consider segmenting your communications and directing it to the appropriate audience. If a fan hasn’t made a purchase in 5 years or hasn’t opened an email in two years, this may not be the right audience to engage.
4. Be Uplifting
In this new “normal” when face-to-face interaction isn’t available, social media provides you with a unique opportunity to stay engaged with your audience. Successful engagements can help lighten the mood, provide a healthy distraction, generate excitement and help bring the community together.
Here are some perfect examples from Stage AE:
And with schools closed and parents working from home when able, keeping kids entertained and engaged is a new challenge. Engaging kid-friendly content and activities may help your organization bond with grateful parents.
Did you think the fun would stop at coloring pages?!
— Colorado Rapids (@ColoradoRapids) March 22, 2020
There’s no official guide to fan engagement right now. But one thing is true – the show will go on and until then, this is the time to inspire, show empathy and deliver human connection to fans and patrons.