Marketing Takeaways from National Bike Summit
So what do bike lanes have to do with your own video efforts? Well, probably not much. However, there are valuable lessons from this video approach that can apply to any event’s digital engagement strategy.
First, it’s not about the actual summit. Instead, it puts the spotlight on the community that comes to the summit, and that’s more powerful than any item on the agenda. Sourabh Kothari, co-founder and CEO of IntentWave, offered some valuable advice on avoiding the trap of talking about an event when he spoke at Convening Leaders in 2017. “Stop trying to make a video about your event and how great it was,” Kothari said. “It’s over.”
Second, it’s simple. This does not feel like an overly produced, expensive video. The man-on-the-street approach requires one camera, some editing, and most importantly, a cast of unpaid characters who are comfortable sharing their perspectives.
Third, it’s funny. Bike safety isn’t a laughing matter, but the focus on the “ridiculous” portion gives attendees the creative license to have some fun with this video. It helps create an emotional connection with viewers — one that may just be powerful enough to do what every video with an advocacy focus should do: Get people to stop watching it and actually do something.
And lastly, it directly addresses a topic this audience is clearly passionate about. That seems the biggest opportunity for events of all kinds: What’s the thing — challenge, issue, insider fact of life — that your audience most cares about and how do you create a buzz around it?
The bike lane isn’t the only surprising place to find some inspiration for your online engagement efforts. See what Beyoncé and Jay-Z can teach you about digital strategy.