46 ROUND TABLE Ecommerce
how-to videos, give a live tour of your facilities, announce new events or special nights, link it to promotions in the store and café, host vox pops with skaters as they finish their session so viewers can see how much they enjoyed it. As I guess you have a mostly local audience you could host competitions. It’s important to build a personality in these videos, make the experience fun and highlight the many different events you offer. If you offer curling, you could live- stream matches or create tournaments, highlighting the variety of activities on offer at IceLand, which could also lead to additional merchandising opportunities. MARK CURRIE: I believe that you’d get the most impact from producing regular multicam live streams from events. Competitions, or ice hockey matches, would be great to share live. You can also build promotional campaigns around them which will build awareness of the venue.
THE MOST POWERFUL MARKETING TOOL
JONATHAN WELLS: Facebook live and Instagram live are great ways of engaging with your fan base. Keep them dynamic and interesting and practise beforehand! It doesn’t need to be like a professional live on BBC. In fact it’s important that you keep it casual and make light of the fact that it is an amateur broadcast. The EBRD has been doing Facebook Live at events over the past year and the audience really love them. They generally work when they’re not too long, there’s lots of interaction with the audience and a variety of guests. IceLand should do live video during holidays such as Halloween and Christmas. At Halloween, for example, the presenter could run a most scary/best
fancy dress competition on the ice and ask viewers to vote for their favourite using the comments section. Is there a local ice hockey team that play at IceLand? Could you live-stream their games? ICELAND: People always compliment us on our venue and café. Are there creative ways we could use video in and around the venue itself? SPIROS ANDREOU: Any video would have to complement the atmosphere within the venue and the café. In the main venue, video could be used to demonstrate new moves and encourage feedback and interaction. In the café it may be more relaxed and the focus could be on longer form content as there’s a more captive audience.
feedzine feed.zine feedmagazine.tv
Powered by FlippingBook