It’s no secret that the Experiential and Events industry has been hit hard by the Covid-19 crisis. Whilst some brands quickly adapted and moved plans online with creative content and virtual events, others postponed activity and wait for when live experiences and consumer face to face engagement can begin again.
There is no right or wrong answer here, some experiences should arguably stay in the live arena as digitising them could lose their primary objective.
But if going digital and creating online branded content is something that you are considering while your audience are living a home-based life then here are our top 4 tips to get you started:
Know your Audience: Online audiences in the current climate demand more authenticity through creative and impactful content. So now’s the time to really look at who your audience is, what they want and how you can improve their lives. Create content to appeal to their interests and passions.
Get Creative & Evoke the Senses: Combine creativity and technology in the right way to really connect with and engage your audience. And OK, so we might not be able to transmit scent over the ether, but consider more than just visual content – sounds & music evoke strong emotions so adding in the right soundtrack could elevate your content to the next level. Or perhaps make it interactive, ask your audience to participate in some way and your brand will become memorable and stand out from their busy online feed.
When, How and Where I hear you cry?: Over the last two months in lockdown we’ve all suddenly been witness to unknown or new technology, from live-streaming sites to augmented and virtual experiences. It’s vital your goals dictate which platform to use and when to use it. Don’t just jump on the latest app because you hear all the cool kids are using it. Focus on the right online community with content that fits the mood and you will create a meaningful and impactful online experience
Be Mindful: Now more than ever, your consumers are looking after their general wellbeing. So incorporate this into your solution. Don’t do the hard sell. Inspire them. Keep them interested and help fuel their creativity in these uncertain times.
To discuss activating an online or offline content marketing campaign, give us a call on 020 7407 8913 or drop us an email at hello@highjam.co.uk
