Three tips for using events in global campaigns
October is certainly a busy month, with conferences and events happening all over the world as summer is officially over and businesses begin to plan for the year ahead. From CIO Summit to IOT Solutions World Congress through to Global Investors Summit to World Energy Congress – the list is endless! But October is not just the month for business events, October brings with it Halloween in the US, Day of the Dead in Mexico, Frankfurt Book Fair in Germany and London Film Festival here in the UK – all things which can help inspire upcoming communications campaigns or mini projects around the time of the year.
Attending and understanding all of these events can help fuel how you go about doing global comms. Tapping into the different events and upcoming trends can help businesses hijack these campaigns.
But before a company can use these for their global campaigns, they must:
1. Understand different countries’ cultures – By travelling the world to go to these events, it gives you an opportunity to understand countries’ cultures – and the power of this should never be underestimated. Many companies do well jumping on the bandwagon and using the Halloween theme to their advantage. However, it’s important to remember that Halloween campaigns might not work as well in countries like the UK compared to the US, as not everyone celebrates this holiday. Nevertheless, as a result of globalisation and digitalisation, foreign celebrations like Halloween are being practiced in more countries over recent years. For example, in Germany many children go from house to house and throw themed parties where costumes are common. It is always helpful to keep your target group in mind when thinking about countries’ cultures: Younger generations are familiar with trends like Halloween and campaigns can be appealing for that audience.
2. Identify appropriate trends/media in different regions – Organisations attending these events can discover upcoming trends in the industry and how companies are tackling seasonal themes. By drawing on insights from different companies in the various regions, you can gain new knowledge and inspiration from various organisations around the world. Beyond the events, meeting with people who live in these cities and getting to know their culture can be useful to get a feeling of current trends and vibes, which can offer great additional obervations for future campaigns and projects. But not every trend is the same in every country – for example, whilst Facebook is used largely by the UK and US, WeChat is predominantly used in China.
3. Have the ability to execute locally – It’s particularly important to be aware of global events and conferences, as it gives you an opportunity to meet experts and journalists face-to-face and is a great networking opportunity. If you are working on an upcoming global campaign and already have contacts in that region, it helps when it comes to executing the campaign. Having an open relationship with these journalist means you can flag upcoming campaigns to be sure the story works for them and if there’s any additional information they will need. It’s important to have expertise on the ground that speak the language and can do this.
All of these things are important to any global PR campaign as it can dramatically change the direction of a campaign and the way in which is it executed from country to country. Follow #Brands2LifeGlobal to keep abreast of major events influencing our work and global comms campaigns.