Marketing

The Update: Shift to virtual event marketing

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The playbook we’ve all been working off of for the past couple of years just needs to get thrown out.

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Things are really different.

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Needs have changed and as a consequence we need to change as an industry

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and we need to design for what people need right now

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In this episode of The Update,

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Marcelo Alba from Google’s Events and Experiences team

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the pitfalls and opportunities brands face as they take their events online.

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So as your team is figuring all this out,

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What have you learned? What approaches or techniques have been particularly helpful?

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When things change listen and ask.

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We’ve been doing a lot of listening tours both internally at Google

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as well as with many different audiences

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we’re trying to reach with all of our experiences and events.

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we’ve been asking questions

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like what is useful? What is helpful?

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What kinds of content do you do like right now and makes a lot of sense.

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And what are you watching.

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And understanding that is helping us design for the user

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as opposed to design for the user of three months ago.

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With everyone looking for so much content though,

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virtual events have become a really crowded space overnight.

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So what advice would you give to brands that are trying to stand out?

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I think it’s figuring out how you triangulate three key points.

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One is your audience.

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What is it they need during this time.

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It’s a strange time and people need all sorts of things.

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What is going to be most valuable to them during this time?

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Two is figuring out what your business needs?

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What is it we need to convey at this time?

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And how do we create something that sort of helps both of those at the same time?

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The third thing is going to be how you show up as a brand.

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How do you behave out in the world?

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Is it playful? Is it very sophisticated?

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How does it show up?

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And I think connecting those three points

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is going to make whatever you put out in the world just stand out and feel uniquely yours.

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Can you talk to me a little bit about the difference between hosting a live event and a pre-recorded event?

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How do I make that decision?

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I think the question we would ask ourselves is is there a very specific

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reason for it to be live?

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Unless there’s a very specific purpose for it,

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the ability for people to interact, something happening in a time and place that needs to be live,

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people being able to network before or after a very specific live moment,

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it doesn’t often make sense for something to be live.

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It makes far more