Fail to prepare, prepare to fail The importance of co-ordinated social media campaigns to support events
Firstly, a very happy new year from the team at Newhall Publishing. We had a fantastic 2017 working with our excellent clients, and we’re looking forward to another productive year in 2018!
One of the key things we noticed in 2017 was the effectiveness of a co-ordinated social media campaign not just to support an event, which goes without saying, but to also drive sales, particularly programme sales, at the event.
Working closely with clients, we were able to develop effective campaigns that worked in tandem with their wider social media activity. Our suggestions were included at an early stage to the overall strategy so the activity not only engaged followers on social media but helped drive programme sales – which was our main goal!
Creating a social media campaign can seem like a daunting task – where to start, what to post on which day and how to please every follower are all issues at the forefront of your mind.
Planning your social media campaign is probably the most important part of the whole activity but also the most difficult. If you don’t plan or prepare properly before the campaign, then, well, you follow the old adage – fail to prepare, prepare to fail.
In the case of one of our clients, we wanted to draw attention to the rich content within the pages of a souvenir programme we had worked with the client to produce content, edit, design, sell advertising and then sell on site at the international event. The stunning guide was available to purchase online before the event but was also on sale at the show. It was important to raise awareness of the changes we had undertaken to the publication, particularly to regular visitors, to ensure it was a must-have purchase on arrival. This was our main objective for this particular social campaign, but in your own campaigns, key targets and clear goals need to be decided at the planning stage.
Once you’ve agreed upon your goals, you need to set about putting the campaign in motion. Utilising a social media campaign platform helps as content can be pre-scheduled and released according to the plan created. Don’t take your eye off the prize, though, and ensure that you keep tabs on the campaign and adjust any content as necessary, as well as engaging with the campaign live – for example piggybacking on any mentions by others.
For us, for the particular event we worked on, we were lucky enough to attend and capture images which we could share, which were then amplified by the event organisers and other businesses. Ensuring you have the client on-board at all stages of the process is key.
Post-campaign, don’t just sit back and relax if the campaign has gone well, make sure that you have followed up with all those who have engaged with the campaign, as well as gather all your metrics and ensure that they align with the targets and goals set out at the start.
Not only was the client very happy with our content and the campaign overall but through the co-ordinated campaign it helped us reach sales targets, and through the process we gained new followers and increased engagement with strong new contacts for the future.
Rachel Pygott, Digital Communications Executive, Newhall Publishing