As video advertising is constantly growing, promoters realise more and more how effective video advertisements can be for the promotion of their events.
On the other hand, what could be more effective in the promotion of a venue other than the effective promotion of the events themselves?
As part of my role in the marketing team at ACC Liverpool I am responsible for the New Media aspect of our marketing materials. I thought that video would be a valuable addition to our marketing strategy as we are able to provide exclusive information to our customers as well as creating a buzz around specific events. By creating a series of videos, each of them dedicated to an event, we reveal exclusive information about the event and the venue. Echo Arena staff talk about the set up process, reveal interesting facts, describe what they have seen backstage and what the visitors are going to see on stage.
The events covered up to now are: British Supercross and Walking With Dinosaurs – The Arena Spectacular:
BRITISH SUPERCROSS 2009 AT ECHO ARENA LIVERPOOL SETUP PROCESS
British Supercross 2009 took place on 23-25 January at Echo Arena Liverpool.
Darren Booth, event planning manager at Echo Arena, describes and analyses the setup process of the event, explaining the difficulties and issues that make such an event a technical challenge for the team.
The music was kindly provided by Immortally Insane [myspace.com/immortallyinsaneband]
WALKING WITH DINOSAURS – ECHO ARENA LIVERPOOL
This time we sneaked into the press event for Walking With Dinosaurs. Nick Carew, Robin Cooke and Laura McGiveron describe their experience close to the dinosaurs and release a few details of the show!
The British Supercross video had 5,581 views on Vimeo and YouTube and a part of it was shown on BBC One on 22 January 2010. The fact that the views increased more and more closer to the event this year shows that people are interested in finding out more information prior to the event.
The Walking With Dinosaurs video was posted just eight days before the event and, although it had only 432 views, we received positive messages from our Facebook fans and it generated a few more last-minute ticket sales.
The most important outcome of these exclusive videos is the added value for Echo Arena customers and the fact that they get more involved with their favourite arena as they get to know how the staff works to deliver an excellent experience for them.