6 lessons on how to bring the TV format to the B2B world

In recent months, we have been developing a journalistic format trying to create a more engaging digital format, which aims to replicate the same TV dynamics we are used to.

The idea was to create a different way of positioning the message, adding an expert view along with customer perspectives on how to deal with the current challenges in the world and all the supply chain implications that companies are facing.

This way, we were able to tell the stories of the Ariba and Fieldglass portfolio within the context of the main theme of the event.

This event was designed to be broadcast live, but due to technical issues we were unable to do so and we recorded the content, which was made available later.

At the time of the event, we had 327 participants (out of 630 registered) and in the days after more than 500 views of the recording. This may not seem like much, but for the B2B world with a specific audience, it is not!

TV-style production aims to create a dynamic content-sharing platform to bring experts and customers closer together.

https://www.youtube.com/watch?v=_5-CXh_wxD4&list=PL71C8111A38F37EA1&index=11

The panel discussion approach and support with on-screen news and highlights creates a different language for virtual events, as we were able to highlight specific points, messages and news that we wanted to convey. This would be very difficult in a typical PowerPoint-based webinar.

On-screen news and dynamic editing to create a TV-style language

As participants we had:

• President of SAP Brazil with a welcome message;

• Economics professor and CNN commentator talking about the new world and how Brazil is inserted in this new scenario;

• Natura and iFood (large food delivery app) talking about the challenges of dealing with the current scenario and how technology is helping them;

• VP of Sales presenting our perspective on our solutions;

• Educational Director at Live University, which hosts the Brazilian Supply Chain Institute;

Although the event lasted 1h40min, the feedback was that "the time passed quickly" due to the level of the participants and the excellent contributions they made.

Post-event promotion was done with a thank you email, personal sharing on social media with 1788 views of the post, Telemkt calling registrants who did not attend and sharing the link to the video above.

This content format was part of a larger project that was developed, which included several blog posts that were created, as well as other interviews with customers and market experts.

With this content, the goal is to improve our local SEO capabilities on LAC websites and attract more and more inbound audiences using our owned and earned media channels.

Some lessons learned:

1. Attention to detail is crucial to making the message more robust.

2. A clear script and alignment with participants allows everyone to be well prepared and messages to be well aligned.

3. Broadcasting online is very risky , as internet instability can cause serious problems for the success of the event.

4. Regardless of the length of the content , people will watch on demand and watch the parts they like the most.

5. A professional and dynamic visual concept adds quality and keeps the viewer's attention.

6. Stay tuned for upcoming videos and content to be released in the coming months.

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