terry charles | behind the stage | feb. 2018
Anyone in the event business will tell you that marketing those events has become a whole new ballgame. For that matter, marketing has become a much bigger puzzle for any business looking to get its word out. When I first started this job more than 17 years ago, you advertised in the newspaper, on the radio, on TV, and you probably put up posters around town. That was the extent of it.
Today TV and radio may be parts of your marketing mix. Depending on the age of your customer, newspaper, at least the print version of it, may also be involved. A large portion of your advertising, if not the majority, is now digital. We're placing ads on Facebook, Twitter, Instagram and many websites. We're sending text alerts and many emails! We may still use newspaper, but it may be on the newspaper's web site instead of the hard copy.
Certainly digital advertising allows us to target the audience we need to fill the seats. The digital ads can be a graphic, a photo or a video. Depending on who ask and when you ask them, video is king because people like to watch things. Just don't make them too long because people don't like to spend a lot of time watching videos.
The latest craze is streaming “live." It is something we're going to start at the Resch Center Complex. By the time you read this, we hopefully will have done a few. A number of social media channels allow you to go live. Facebook Live is perhaps the most popular way to do it and many businesses are doing it. Facebook, at least as we sit here today, is prioritizing live video in its newsfeeds. Once the live stream is over, the replay of the live post will reportedly get good positioning in the feed as well. Viewers can offer immediate reaction, ask questions and so forth.
We will likely do Facebook Live on Thursdays. We'll set up somewhere in the complex and go live from wherever it makes sense to highlight an event that is happening in the complex. For February, we would likely do the Facebook Live from a boat on display at the WBAY Boat Show. The goal of the Thursday live shots is to talk about what's coming up at the Resch Center Complex for the weekend. We have something in the complex every weekend now until probably late April.
As we discussed the Facebook Live production, we thought it might help to add some people who could give it a little star power. So in addition to having someone from PMI
Entertainment Group, we will also have Charli McKenzie and Shotgun Shannon from Y100 radio. We will interact with each other, talk about things at the complex and take questions from viewers as they come up. The stream will be live on the Resch Center Facebook page and will be later shared on Y100's Facebook page giving the marketing effort an extra boost. We think the live stream will be called All Access Resch or something like that and will last about five to six minutes. It's one more effort to take advantage of today's technology.
Terry Charles is public relations manager for Green Bay-based PMI Entertainment Group. He's all about media relations, publicity and social media for the Resch Center Complex, Meyer Theatre, Green Bay Gamblers Hockey and other events produced by PMI. When not at work, please don't hit him with your car as he runs and bikes around the Green Bay area. You can follow him on Twitter at @TCCharles.