Michael Powers of Marketo recently wrote about planning a multi-channel event the right way, and he has some good points:
- Start early — it takes time to get approvals and gives you room for flexibility when the situation calls for it
- Get all your channels involved — social, PR, content, demand generation, product marketing, even executives should have a role that they value
- After-event communication — this is not just for followup with contacts because the feedback from the team is important for future planning
Multi-Channel Has Multiple Sides
It’s easy to see how an event that involves different marketing tools can be multichannel because the various social media platforms could each be considered a channel. Your blog is another channel, and the website has even more possible channels if you include podcasts and video. Each tool is a conduit to relay information from you to the person you are trying to reach. It’s very effective to multiply content and SEO from one event by utilizing all the marketing tools you can.
But the kind of multi-channel event that Michael Powers seems to be thinking about is important, too. The time has long passed for businesses to be compartmentalized with no department overlapping into another. That kind of multichannel format is going to cost the company too much in the future. People tend to see businesses as entities, with the brand being the personality of that entity.
The internet has amplified the effect of the brand/entity dynamic.
Therefore, the way the various channels within a company interact and complement each other makes more of an impact than it used to. Marketing can no longer be an isolated department that has little to do with PR or the executive suite because the pieces all have to fit and function better than they ever did before.
Your brand depends on all these multiple channels functioning in harmony and the multi-channel event is a great way to show that harmony to the world.