Your association’s conference is a big deal. YouTube is an often under-appreciated social marketing tool for organizations. When you combine these two, they create a promotional machine that is greater than the sum of it parts. Here are just a few ways your association can use YouTube to draw more attendees and increase engagement prior to your conference.
Highlight Your Event’s Hidden Gems
Hidden gems; every conference has them. These are the smaller programs, initiatives, offerings or elements of an event that associations add to the schedule in droves, but never quite get the same play in promotional material as the bigger features. It may be a job board beside the registration desk or a special networking lounge or free books or any other under appreciated feature.
Create a video explaining these smaller perks that attendees can expect to get at the conference. Videos are more engaging than blocks of text on your conference or association website as they give attendees a visual look at what you are trying to promote. Grouping all these hidden gems together into one presentation will help elevate the event from just an ordinary “meat and potatoes” conference to a high-calibre, world-class opportunity that people will not want to miss. It highlights added value and helps attendees extract maximum return on investment.
Interview A Past Attendee
You can tell your audience your association’s conference is great until you’re blue in the face, but some people will just end up seeing you as a sort of used car salesman; only interested in separating them from their money. Hearing about the benefits of a conference from someone your members trust and can relate to is much more effective in drawing their attention and boosting attendance.
Creating this of video requires you to find a certain type of member/attendee. They have to be relatable, respected among their colleagues, been attending the event for several years and want to be vocal about their beneficial experience with the conference. Once you have found this ambassador, create a video based on an interview you had with them about their experience with the conference. Ask them about the benefits, the practicality of the programming, the networking advantages and so on. Hearing it from the horse’s mouth, so to speak, will convince some skeptical members to give the conference a try.
Create A Video Scavenger Hunt
Every likes a good game and that is why gamification has become such a gigantic part of events and online marketing. A scavenger hunt is one way to leverage people’s love of mystery, reward and challenge to get them excited about your conference. One of the best parts about a scavenger hunt is that the clues can come slowly and over time, keeping the conference on your audience’s mind over a long period.
This is one idea that you can be very creative with, but one way a conference-focused video scavenger hunt could be created is to unveil new clues once a week for 3-6 weeks leading to the conference. The totality of the clues could lead to attendees finding a specific object or person at the conference, which would give them a chance to win a prize, maybe even free attendance at next year’s event. Not only does this capitalize on almost everyone’s love of games, but it establishes a series of frequent connections between your audience, your association and the conference, which increases engagement, visibility and a buzz that others will want to be part of.
Make A Trailer For Your Conference
Movie trailers are watched millions of time on YouTube, discussed, analyzed and create an overload of anticipation. Now think about what all that could mean for your conference; to have people talking about it, interacting with it and anticipating it before it happened. A trailer for your conference will tell your members what the event is all about in a fun, engaging way while highlighting key elements that will make people for likely to attend.
Creating a trailer for your conference would involve following the tried and true formula for the traditional movie trailer. It would include offering a plot, giving a glimpse of the people involved would leave a bit of mystery and anticipation with you at the end. Include speakers, attendees and staff in the video. If people see someone they know or recognize a speaker for their expertise, they will get excited about the prospect of hearing them speak. Talk about the programming and what attendees can expect, but leave a small cliffhanger in the video. All this adds up to a novel experience for your audience that they will want to be part of.