Key Takeaways from Done+Dusted's Think Like A Brand, Act Like A Broadcaster Event
On July 16th, our Brands team, led by Becky Dillon, hosted their inaugural marketing event at Neuhouse in Hollywood. The morning gathering brought together industry leaders to delve into the growing pressure to showcase immediate results following live events. However, a key revelation emerged: a brand's most valuable metric might not be quantifiable on a spreadsheet.
Boosting Audience Sentiment
“There's nothing like being in a room of other people who love what you love, it's pure magic.’ - Leanne McGowan
Live events evoke emotion and foster an authentic sense of community through the bond of shared experience. They leave a lasting impression long after the event is over which in turn leads to an increase in brand affinity and customer loyalty.
“It’s not about that one day experience but the lead up and the weeks, if not months after that people are remembering that special experience and still talking about it.” - Lauren Birnbaum
Authentic, Organic Reach
“I believe that live entertainment is the evolution of experiences, this idea of accessibility for the masses. There is a domino effect of people taking clips, sharing the full live, sharing a component of it on and off the app.” - Lauren Birnbaum
Reach can be measured in terms of engagement but we often overlook the reach derived from user generated content (UGC). In addition to eyeballs generated by broadcast, your attendees, influencers, and talent are all sharing their real-time experiences across multiple platforms. This organically extends your event's impact and makes live events a priceless investment for marketers seeking to maximize their brand's visibility with audiences.
Creating Longtail Content, Effortlessly
Live events serve as dynamic “content studios,” producing an abundance of high-quality content which can be repurposed across multiple platforms. This not only amplifies your event’s reach but also provides an ‘always on’ content strategy that keeps audiences connected and engaged with the brand long after the event has concluded.
“There's a lot of content. We have thousands of pieces of ‘produced’ content at each Riot global event. That doesn't count what's on peoples phones or what the creators are posting around the arena. There is a sheer volume of content because people want to share that experience.” - Leanne McGowan
Best Practices to “Thrive in Live”
Create a Bespoke Capture Strategy
Knowing that audience consumption patterns are ever-changing, it's critical to meet audiences where they are with content tailored to each medium and platform. Our panelists provided valuable insights into effective strategies that drive success:.
‘You have to film in that 9x16 vertical format. You need to ensure that you're pinpointing the right target and that there's going to be enough emotion, experience, and entertainment in that shot. Creators are filming 10-15 pieces of content a day and Partners are not, so there is a learning curve.’ - Lauren Birnbaum
Bring Trusted Partners in Early
Live broadcasts are unpredictable and just about anything can happen from tech failures and talent showing up late to hurricanes and political unrest. It’s crucial to bring your partners in from the beginning to create contingencies and plan for worst case scenarios.
“We start early. My first phone call after I get out of an internal meeting is to Done+ Dusted. “What if this happens? Or that?” As a producer, you have to think of every worst case scenario.” - Salam Darwaza
Conclusion
The true value of live events lies in the crucial, yet less quantifiable aspects of audience sentiment, extended reach, and longtail content. By harnessing the holistic power of live events through dynamic creative, marketers can elevate brand visibility and deepen audience connections in a way no other medium can touch.
At Done+Dusted, we understand this transformative power. With over 26 years of experience crafting major cultural moments—from Live Specials and Opening Ceremonies to Keynotes and major Esports events—our expertise has demonstrated the profound impact live events can have on a brand's key milestones.
Want to discuss what we can do for you? Get in touch.
