Throughout history, great storytellers have always known the secret to bringing their communications to life. Rather than simply telling the story, reciting dialogue and explaining the scene, the world’s most renowned storytellers have always enhanced their stories with captivating imagery. Whether it was Shakespeare and other playwrights utilizing the theater, or writers like Hemingway weaving together words that brought the locations within the books to reality, these great storytellers found ways to excite, charm and even scare their audiences.
This is why many brands are taking advantage of new technologies and are broadcasting their communications both audibly and visually. As the world-renowned storyteller, Ernest Hemingway, once said “Show the readers everything, tell them nothing.”
Consumers Want To Be Involved In The Excitement
In the past, branding was originally one-directional, with brand communications like billboards, posters, magazine articles and other conventional advertising simply speaking to consumers. However, these kinds of advertising would always have limits as to how effective they could be, since consumers could not easily converse with brands and develop genuine brand loyalty. In our modern times, the internet has provided the opportunity for consumers to create dialogues with brands. This offers many advantages, as brands can now actively share experiences and develop healthy relationships with consumers, which aren’t simply based on one-directional brand communications.
This is why so many brands are taking interest and seeking webcasting services from reputable companies like Blue Jeans. By broadcasting your big branding moments online, you can invite all of the consumers, who are eager to form relationships with and grow loyalty towards your brand, to share in the experiences. However, it’s important to note that this behavior is more apparent in millennials, as shown in a report by PR Newswire: “Nearly two-thirds of millennials (62 percent) prefer to watch a video from a company instead of reading text.” Despite this, the recent few years have shown that generation X is relatively quick to catch up with Generation Y, meaning that it’s only a matter of time before all consumers adopt the preference of visual communications.
Attracting Fans and Building Brand Loyalty by Broadcasting Events
Blizzard, one of the largest video games developer in the world, hold a yearly convention, where they release exciting news about upcoming games, company developments, community announcements and much more. However, these conventions have gotten so large that they are able to justifiably charge their visitors for entrance. Furthermore, the recent addition of the ‘Virtual Ticket’ has allowed them to sell the rights to watch broadcasts of the event to people throughout the world. Bear in mind that this convention is ultimately to announce products that they will be selling to their fans, although their fans enjoy the annual experience so much that BlizzCon has become an anticipated worldwide gaming event.
Another fine example, as reported by PR Week, is how Adidas broadcasted the signing of 23 year old James Rodriguez, a Real Madrid football star, so that fans could witness the exciting event as it happened. These examples demonstrate how eager consumers are to experience branding events. And even if they can only get involved from behind a screen, allowing them to feel like they are part of the action certainly attracts fans and builds loyalty.
Taking Your Brand Events an Extra Step Further
Whereas companies would previously take attendance at the door of a convention, or already know who would be attending, broadcasting your events offers unique insight into who is interested in your products, as well as a basic understanding of their responses. Through analytics and observing viewer information, you can see the location, age, gender and other details of the demographics who are watching. In addition, the behavior of viewers can offer insight into what products your target markets enjoy, as viewership may rise or decrease as viewers tell their friends or decide to stop watching.
This invaluable information can help you market to particular customers in a better, more efficient way, as you can learn from each broadcast and attract more viewers with each successive try. MarketingProfs, a source for marketing news, reports that by the beginning of 2015, more than 70 percent of marketers already understood the genuine benefits of visual content, “Although fewer than ten percent (were) actually using video analytics to enhance lead qualification and customer insights.” So get the head start on your competitors by utilizing these fantastic new marketing tools, and connect with your audience on a whole new level.
Broadcasting is becoming a common practice amongst modern brands of all sizes and types. Not only does it captivate audiences by connecting with more senses than conventional advertising, but it also promotes dialogues between consumers and brands, as well as amongst consumers on social media platforms. The world truly is becoming a global village, and brands need to ensure that they keep up with the global times.