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Live streaming events and your brand’s message

Events are important tactics on a brand’s marketing agenda. However, their impact is often limited but one exciting way to spread the message is to stream it. Here we look at the tools you’ll need:

Events are important tactics on a brand’s marketing agenda. However, their impact is often limited but one exciting way to spread the message is to stream it. Here we look at the tools you’ll need:

People love big events and they like to watch them on TV – for example, the FIFA World Cup and the Olympics attract a high level of viewers globally. Those happenings are especially attractive because they deliver important story elements: heroes to root for, the unexpected, and an atmosphere of tension and excitement.

All ingredients for good stories

A business event can mirror those elements, too. Although the focus and target audience may differ, the story aspects are similar: We have heroes (the brand speakers), excitement, and atmosphere.

So, why not create attractive and lasting content from these events by streaming them online?

Corporate live TV broadcasts from events serve various marketing goals: The live stream frames the event itself as being modern and exciting. In addition, the content can be used to extend the impact of the event. For example, you can make the stream available on brand content sites or social platforms to follow up and engage with visitors after the event or share it in your professional network.

To make a corporate live stream successful, be sure to follow these seven steps:


Check the setting

Before you start planning to broadcast an event, check if the location is suitable. Is there an appropriate place for your TV studio at the location? What is the light like at the event? Will you need additional spotlights? Can your microphones and sound system capture the event adequately, even with a crowd present? And, most importantly, is there a strong internet connection available at the venue that will allow you to stream the event online?


Promote your channel

To make your live broadcasting a success you need to promote it. Ideally, the event microsite will contain a live TV tab along with an event schedule (if applicable). Notices at the event (such as stand-up displays) should direct attendees to the live stream as well.


Select interview subjects before the show

If doing live interviews, choose your interviewees before the event and brief them on what to expect and the questions being asked. Ideally, your chosen speakers will be media trained, because talking in front of a camera can be stressful, even for skilled stage presenters.


Make sure your live stream is easy to follow

Your live stream should be easily accessible. Ideally, you should integrate the video player into the event website. Promote the live stream a few days before the event, and consider publishing the event schedule in advance.


Timetable and editorial plans are mandatory

Events are always busy, so make sure that you are well prepared. This includes developing a detailed timetable and editorial plan for the day. Invite and brief all participants in advance so that they have time to plan for their interviews. And, most importantly, stay flexible. There will always be sudden changes during events so have a Plan B in terms of alternative speakers and topics to discuss.


Live coverage is a team effort

Make sure you have dedicated people with distinct roles in creating the live stream. For example, the interviewer / host should be the one in front of the camera, talking to the speakers, and covering the event. He needs to be assisted by someone who manages the event schedule, and makes sure that attendees show up at the right time. Finally, your team will need someone to manage the technology needed to broadcast the live stream.


The event doesn’t stop after it’s over

Leverage your video content after the event. Follow up with the attendees and share the link to the event website along with supplemental materials such as presentation summaries, event pictures, and more. Also, make sure to promote the content through social media and other external communications channels during and after the show.

Live streaming is an efficient means of generating a lot of content in a short period of time. Think of the effort and cost it normally takes to capture interviews and promote them individually. An event can broaden your audience, and generate some extra excitement in the process.

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