Live marketing is one of the marketing fronts that most had to reinvent itself with the accelerated digitalization we have experienced in recent years.
In this article, we will better explain this concept and bring practical tips on how to apply this tool.
Many professionals were used to in-person live marketing initiatives. And transforming a face-to-face initiative into an online one is not so simple.
In this scenario of excessively competitive attention spans, good content acts as a decoy to attract people’s attention. And it is with the use of technology that magic is possible.
Let’s start by understanding better what live marketing is, a strategy on the rise long before the digital transformation.
What is live marketing?
Live marketing is also known as live marketing, literally translated. Many experts on the subject also consider it to be experience marketing.
So it is easy to understand that live marketing uses the sensory side to arouse more than emotions, but genuine sensations in the audience. And this is being done in several ways, the most common being face-to-face.
Do you know that sales rep that hangs around the supermarket handing out free samples? That is nothing more than a live marketing action, where you can try a product before you buy it.
In addition to demonstrations, events and fairs are the main formats of live marketing, either for promotional activities or merchandising.
Note that live marketing consists in promoting experimentation, and attractions that involve the five senses. And when it comes to the digital universe, audiovisuals are in command.
More than ever, sound and image dominate the main Internet attractions, with lives and YouTube channels gaining more and more audiences. With the relaxation of health measures, it is possible to observe hybrid productions, which bring together the best of online and in-person.
How to implement live marketing actions
In many cases, live marketing actions focus on unique moments, such as events. Also called interventions, these activities can be punctual, very well planned, and tie the key messages together in a striking way.
More than generating experiences, this type of strategy aims to generate memories in the public. The idea is to leave a brand residual on the people who were impacted. Therefore, it is important to create a connection with the public.
Content and storytelling: tell a good story
It is through a good story that you will conquer the public. Think about the persona of your product or service: what are their pains and how will you solve their problems.
This is a very simple way to explain what a brand persona is. This definition is the first step in the content plan. Learn more about it in this article.
Build a narrative that engages the audience with your brand’s key messages and conveys your attributes in a coordinated way, across different platforms.
The audience is increasingly online and it is obvious that brands have had to keep up with this movement. In such virtual times, it is in the digital universe that the great innovations of live marketing can be found.
It is very important to have a good technological infrastructure, with specific tools that bring simple, autonomous, and multichannel solutions. Dedicate your efforts, your time, and your budget to building a secure, interactive, and intuitive ecosystem.
There is no point in having good content if it does not reach your audience in the right way or is not easily accessible.
Technologies to promote live marketing
Hybrid is here to stay, and live marketing actions must increasingly adapt to this scenario. This is a challenge for organizers, who need to develop different but complementary strategies for each reality.
According to Justin Lefkovitch, founder of Mirrored Media, this format “gave the public and brands the best of both worlds based on their own comfort level, and with increased brand reach, instead of relying only on regional events.”
It is the first step in offering an intuitive experience for attendees and organizing for producers. In a single system, it is possible to create the event’s website and registration page, as well as trigger registration confirmation e-mails.
Event platforms can be connected with streaming tools such as Microsoft Teams, Zoom, and StreamYard. Features such as chats, polls, word cloud creation, and reactions (as in social networks) are tools that can be used to create the event.
Augmented reality, also known as extended reality, is a technology that blends virtual elements into reality. Using cameras, sensors, and other audiovisual resources, augmented reality promotes the fusion between real life and the virtual environment.
There are several complexities of augmented reality. Holography, for example, consists of projecting 3D images, while the metaverse reproduces social reality. But we will discuss this topic in the next topic.
The metaverse can be considered an evolution of augmented reality. This is because it brings stronger social baggage. The big difference is the goal of creating virtual communities between real people. So much so that the main starting point of this technology is Facebook, the largest social network in the world.
Through 3D representations of themselves, users could watch movies, shows, and performances, and participate in other dynamics. Like online events and festivals. This opens up a new universe for digital marketing.
Live marketing cases and actions in the pandemic
The beer brand’s campaign made available to the participants of the Mundo Heineken event a very immersive experience. They could navigate through a complete virtual city, passing through content and events with specialists.
The corporate event focused on B2B, and gathered more than a thousand people in two days of events. Learn more about this campaign in this video, made by the agency that produced the action.
BMW Motors JOYTOPIA
The luxury car brand offered a very interesting digital experience during the launch of JOYTOPIA, BMW Motor’s virtual platform that is being considered its own metaverse.
Experimentation was the main goal of the event, which included attractions such as a concert by the band Coldplay and a symphony orchestra, directly from a centenary German palace.
All of this with the option of participating in person, restricted to a few guests, and also 100% online. But with an addendum: the possibility to interact with your avatar directly on the platform.
Chatting with other people, accessing the backstage, talking to the band members. These and other activities could be explored by the participants of the event. Learn more about this innovative initiative here.
Therefore, what is evident in this new era of live marketing is that it is more digital than ever. Therefore, it is important to invest in content curation and in the technology that will support this interactive exchange.
With this combination, you will be closer to promoting a successful live marketing action. Good job!