Occasionally, I invite a guest to the show to cover a gap in my knowledge or to offer a perspective that’s different from mine. Lately, I’ve been fascinated by the concept of using events in digital marketing. There’s such as opportunity to create a community, give people a sense of belonging, and even impose a little exclusivity – but you don’t hear a lot of this in the content marketing space.
That’s why I invited Louie La Vella to the show this week. Louie has been producing events for over 20 years in the nightlife and music industry. He does entertainment industry marketing and branding, and produces concerts, festivals, and nightclub events. My question to him: How can small businesses use the principles of event marketing to their own businesses?
You’re in for a treat – and a challenge to some of the conventional wisdom in content marketing. By looking through a different lens, you may find some new ideas you hadn’t considered before. There are even some points where Louie and I don’t agree, so have a listen and decide for yourself. All of us can settle into a groove, and it’s refreshing to introduce some new ideas from time to time.
In this episode, Louie talks about:
- Applying “event marketing” concepts to your own marketing efforts.
- The best online tools to use in creating events and building communities.
- Using live video effectively, including pre-seeding the event.
- When to use live video vs. pre-recorded, polished video.
- Specific strategies for using Facebook Live and Facebook 360 Video.
- Using social ads to pre-promote your live video to the right people.
- How social media can be better than email in acquiring new customers.
- Using influencer marketing to amplify your audience-building efforts.
- Affiliate marketing strategies and processes for small businesses.
- A look at various strategies for B2B and B2C.
There is strong evidence that email is more effective than social media in acquiring customers, as outlined in this article published by McKinsey. Louie makes a good point in the episode though, that your business may not conform to average industry data.
I referenced my interview with Laura Nunemaker about location-based marketing for non-digital businesses – you can fin that episode here: Social Media Strategy for Brick and Mortar Businesses.
And another episode about why you shouldn’t hire your niece or some college kid to run social media for your small business. It’s the voice of your brand! Here’s the complete episode: Taking Your Social Media Strategy Seriously.
Lastly, Louie mentioned Kevin Kelly’s “1,000 True Fans” concept – it’s worth a read if you haven’t read it already. Here’s a counter to that as well: 1,000 True Fans? Try 100 by Li Jin.
If you are listening on mobile and wish to leave a comment or question for Louie or me, please do so here on the show page: http://bit.ly/mwm-074.
More about Louie:
With 20+ years experience working with entertainment personalities, nightclubs, and concert and festivals producers, Louie La Vella creates brand and marketing strategies to help them engage and connect with their audience. He does this as an author, speaker, event producer, and coach.
The nightlife and music industry is considered to be a very challenging sector, and Louie has become one of the most sought after marketing and branding consultants. He is the winner of the Niagara Music Awards Promoter of the Year (2012).
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