Ricardo Molina talks with Stripe Tactics about making technical B2B events entertaining through episodic video shows. Their series Showstoppers uses branded packaging, tone, and audience-specific topics to turn dense material into shareable content that works before, during, and after the event.
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How to me is B2B marketing or B2B brands? Let's say I've got a company on chemical, on the chemical industry. I've got an event or whatever that might be B2B brands. Sometimes how do you make something like, you see what I'm saying? Fun? Or how do you make it in that sort of way? And because I'm just really curious or like, sometimes they're like very dense topics and how do you make that entertaining? And can you expand there, unpack that a little bit. And let's just put it into the perspective of again, of an event organizer that's kind of thinking about, okay, how do I make my event more entertaining? Or how do I. What do I do this pre event or post event? And now that we're going to share our framework as well here, we're going to discuss that, we're going to dissect that. But yeah, how do you do that?
Yeah, for sure. So I'm going to give you guys a very quick example based on what we're. Something that we're doing at the moment. And then we can definitely look at what that would look like for. For event organizers and B2B companies that are running events. Right. So our company at Stripe Tactics, what we do is we help companies create virtual, or rather create shows and video series, and then we help them to repurpose it so that each episode they can get a bunch of content out of that. So what should our marketing strategy be? Right. If you put yourself in our position. So we obviously have to take a bit of our own medicine because we realize it's the most effective thing. So we decided to create a show about other companies who are very successful in creating shows. So it's a little bit like the movie Inception, if you've seen it. And we came up with a concept called Showstoppers. Now, if you're hearing this now, you're probably one of the first to hear this because we're about to announce it soon. But for Showstoppers, we have about seven episodes so far done of that. And in this case, we decided to create a show where we're actually bringing a lot of entertainment value just by the way the show is branded and the packaging of it, the intro, the outro, the types of questions we ask, the different tone that we bring to the show. But in addition to that, you know, we try and focus on really interesting subject matters that are entertaining for that specific. For that specific audience. I'll give you one last example before we go, before we jump right into the framework. But, for example, a game of chess. Yesterday I was watching a game of chess and I found it very, very interesting. My wife found it extremely boring. Right. It's the same thing that brings me entertainment value may not necessarily bring someone else that same entertainment value. I'm sure there are topics that she's interested in that wouldn't be entertaining for me. So when we think about our own businesses, we really have to think about or realize that entertainment value and creating something that's binge worthy and is very subjective to that specific audience. What you will create will by definition, be very interesting for some people and very boring for others. And that's okay, because ultimately it's all about appealing to a set, a specific target audience as such.
