MARKETING-INTERACTIVE is proud to current Content 360 – Hong Kong: Content that captivates, a convention about content material marketing, content material traits and storytelling in a 12 months amidst the return of dwell occasions, cookie deprecation, the integration of AI in marketing, new units, world sporting occasions and weekend procuring journeys to mainland China.
Taking place on 26 June at Hong Kong Ocean Park Marriott Hotel, our 28 audio system will share with us their insights and experiences on content material technique for subjects comparable to integration of content material with commerce, cross-border marketing and the use of AI in content material creation.
Joining us on the panel on convey content material to life by owned occasions and festivals is Charlotte Ho (pictured), assistant common supervisor of branding and marketing, Discovery Bay, Hong Kong Resort Company. She oversees the institution of Discovery Bay’s picture as a life-style curator and most popular vacation spot for dwelling, leisure, and enterprise. This entails planning, creating, and executing marketing campaigns, promotional occasions, media occasions, branding workouts, and sponsorships.
In a dialog with MARKETING-INTERACTIVE, Ho mentioned event marketing serves as a strong instrument for manufacturers to strengthen their model messages, attract new guests, and set up themselves as extremely fascinating locations.
Back in July final 12 months, Discovery Bay took on the function of venue sponsor of TheNextwave seashore music pageant, dubbing itself the largest-ever seashore music carnival in Hong Kong. The two-day event held at Tai Pak Beach in Discovery Bay drew over 12,000 attendees. She mentioned this partnership aimed to attraction to the youthful technology and place Discovery Bay as a modern and vacation spot to discover.
To maximise the potential of event marketing, Ho believed that it is necessary for entrepreneurs to prioritise focused messaging, utilise efficient communication channels, and set up strategic partnerships to successfully promote occasions at particular locations.
MARKETING-INTERACTIVE: What function does event marketing play in refreshing the model picture of Discovery Bay?
Event marketing performs a vital function in refreshing the model picture of Discovery Bay. It permits us to showcase the distinctive points of our vacation spot and have interaction with our audience in a extra immersive and experiential approach. By organising or internet hosting occasions, we will create memorable experiences that align with our new model picture and tagline, “Live to find.” These occasions present alternatives for guests to work together with our model, discover our choices, and kind optimistic associations with Discovery Bay.
For instance, “Discovery Bay Easter egg hunt on the seashore” is designed for households and kids, offering a enjoyable and interactive expertise that aligns with our model proposition of “Live to find.”
By organising this event, we create a enjoyable and interesting exercise for households to take pleasure in collectively, which helps us strengthen our place as a family-friendly vacation spot and switch guests to converts of Discovery Bay by their course of of exploring the numerous points of interest and choices there.
Another instance is “The Discovery Bay Nextwave seashore music pageant” focusing on a youthful technology and focuses on music, leisure, and seashore tradition. By internet hosting the event, we showcase the vibrant and energetic spirit of Discovery Bay, attracting a youthful demographic and presenting our vacation spot as an elegant venue for music and leisure, which successfully helps us attraction to a wider viewers and place Discovery Bay as a classy and thrilling place to go to.
Overall, event marketing helps us reinforce our model message, entice new guests, and strengthen our place as a fascinating vacation spot.
MARKETING-INTERACTIVE: To promote the new model tagline, “Live to find”, you’ve got leveraged numerous on-line and out-of-home (OOH) platforms – how do you measure their effectiveness?
By investing in internet advertising channels and utilising outstanding OOH platforms comparable to the mega wall in Hong Kong station, Cross-Harbour Tunnel billboard, SOGO big TV wall, tram physique, bus physique and taxi physique, we’re in a position to attain a large viewers and maximise visibility. These promoting channels present excessive publicity and permit us to successfully talk our new model picture and tagline, “Live to find.”
During the model launch interval, we had a social media giveaway sport showcasing the new branding video. Winners may win fabulous prizes by watching the model video and answering the quiz appropriately. The attain and followers soared after launching the “Live to find” giveaway sport leading to an enormous climb in all points of social media efficiency.
To measure the effectiveness of these, we analyse key efficiency indicators (KPIs) comparable to attain, click-through charges, engagement and conversion charges. We additionally collect suggestions from our audience by surveys to evaluate their consciousness and notion of the new model tagline. This helps us constantly consider and optimise our marketing methods for max impression and return on funding (ROI).
Overall, this funding in on-line and OOH platforms helps us create a robust presence in the market and generate consciousness for Discovery Bay.
MARKETING-INTERACTIVE: As vacation spot marketing performs a key function in your branding efforts, what can be your recommendation to marketing departments equally looking for to advertise particular occasions at particular locations whether or not that’s a pageant they’re sponsoring or operating or any bodily occasions they’re internet hosting?
When selling particular occasions at particular locations, it is necessary for marketing departments to focus on focused messaging, efficient communication channels, and strategic partnerships. Here are just a few items of recommendation.
Firstly, entrepreneurs ought to clearly outline the audience for the event and tailor the marketing messages accordingly. They ought to perceive pursuits, preferences and demographics of the audience to create interesting and highly effective content material.
Furthermore, entrepreneurs ought to utilise a mixture of on-line and offline channels to succeed in the desired viewers. They might leverage social media platforms, e mail marketing, print promoting, and native partnerships to maximise visibility, and drive on-line site visitors to offline realisation and expertise.
Moreover, entrepreneurs ought to collaborate with related influencers, organisations, or native companies to amplify the event’s attain and credibility. This might help generate buzz and entice a wider viewers.
Marketers must also create participating and visually interesting content material that highlights the distinctive points of the event and the vacation spot. They might showcase the points of interest, actions, and experiences that make the occasions particular.
Additionally, entrepreneurs ought to monitor and analyse the effectiveness of marketing efforts by metrics comparable to ticket gross sales, web site site visitors, social media engagement and attendees’ suggestions. They might use these knowledge to make knowledgeable selections and optimise future marketing methods.
By following these, it may possibly successfully promote particular occasions at their vacation spot and maximise their impression.
Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza underneath the theme of “Content that captivates”. Get along with our fellow entrepreneurs to find out about AI in content material creation, integration of content material with commerce and cross-border focusing on, and discover the recipe for fulfillment inside the content material marketing world!
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https://www.marketing-interactive.com/interview-marketer-charlotte-ho-on-why-event-marketing-matters-for-branding
