Step 3

How do you tap into this visual world to promote your event?

How do you tap into this visual world to promote your event?

Third

Harness the power of video.

But edited video. Five-minute videos about why your association is great are just self-indulgent. And hardly anyone is going to watch them. Why do you think TV commercials are 30 to 60 seconds? The first thing people do with a You Tube video is look to see the time: they are looking for videos three minutes and under (under two minutes is even better).

For that same ASTRA event, we created a promotional video that was under two minutes short and graphic. It was the campaign’s biggest hit, and they got an increased number of registrations from it. There are plenty of examples of great video, based around a central theme. Two of our favorites are Back to the Start and The Scarecrow videos by Chipotle.

We hope you find these tips inspiring for your next conference, and until next time keep a look out for clue #36!

The Lone Marketer

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