Increasing brand awareness can be done in many ways — through branded content, blogs, white papers, digital “resource centers” on a company website and more. But one of the most interactive methods (literally) is holding live events. (Think cocktails, conversations and live speakers that can easily draw audiences.)
As a result of COVID-19, many brands have suspended their live events or turned them into virtual gatherings. Regardless, it’s important to keep some form of this marketing tactic in your strategy. Event marketing, even when digital, can still be a great tool to connect with thought leaders and decision-makers. The New York Times Licensing Group provides many unique content packages that companies have used to create large events in different parts of the world; our content can help your organization with events as they go digital too.
Branded Content Marketing and Themed Conversations to Drive Engagement
Case in point: The Big Ideas series. Each year, editors at NYTLicensing brainstorm to find a single pressing (or uniquely interesting) topic, then invite a selection of leading thinkers from various industries worldwide to contemplate that topic. The writers’ thoughts on the issue help all of us gain a deeper understanding of our times. (The theme for 2020 is: Why does art matter?)
In 2019, luminaries such as João Carlos Martins (a Brazilian pianist), Cármen Lúcia (a justice of the Supreme Federal Court of Brazil) and Catarina Lorenzo (an environmental activist) were asked to give their thoughts on the question of “What Is Power?” The thought-provoking answers motivated Estadão, the fourth largest newspaper in Brazil, to host a live event inspired by the series. “Summit Brasil: O Que é Poder?” enabled Estadão to host themed conversations that tackled current issues in Brazil and resonated with a vast audience. Topics included the power of technology, the power of society, the power of networks, the power of economy and more.
