Just when you’d thought you’d heard, seen and read all you possibly could about the Royal Wedding (if you feel like you missed anything, don’t worry. There’s a website devoted to it) there are a few things I’d like to say. PR and marketing folks can learn a lot from the Royals, and I don’t just mean how to do “the Royal Wave” (but if you’re interested, these girls can show you how to wave like a Princess).
Here are a few of the greater lessons to be learned:
Speed is Key
No surprise here, but the wedding can be watched on YouTube (check out the wedding entrance dance sponsored by T-Mobile). What you might not know is that within a few hours after the newly wedded royal couple left Westminster Abbey, an MP3 of the nuptials could be downloaded. And I heard today that a CD will be available this week for those of you who want to hear all of the artists who performed during the wedding. The old saying, “you snooze, you lose” is even more true in the digital age. You need to move quickly. In the age of 24/7 news media, the chances of news coverage are best leading up to the event and the day of. After that, unless there is a legitimate update, the event is old news.
Build up excitement/anticipation
Along those lines, while we might be tired of the subject now, everyone was talking about the wedding in the days leading up to the event. In fact, people have been talking about it since the engagement was announced last year. And what’s interesting, people were talking about the wedding because of the publicity generated from all of the side events; dress, cake, food, rings, honeymoon. The lesson is to start promoting your event early and often, and keep promoting it with new “updates” all the way to the main event.
Shoot video, write a live blog, tweet, do whatever you can to publicize your event. PR is not just about the local traditional media (newspaper, TV station) anymore. In addition, reporters for the traditional media look through this other media when they need stories. But it seems to me the key lesson to learn is about speed. Update your website, facebook, twitter page quickly. Otherwise if people look at your site and it’s dated, you might lose that reporter/consumer quickly.
Technology and social media have transformed the media world forever. The Royals did a magnificent job adhering to the new rules of marketing and PR which helped make the Royal Wedding the international phenomenon it was.
Clearly, the Royal Wedding isn’t the first or last event that has been/will be promoted via new marketing/PR techniques. What are some other events you know of that have been successful due, at least in part, to similar promotional tactics? Are there different takeaways from those efforts? Please share!