Ep 5: The Week Before the Event

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[MUSIC]

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We need to get people there.

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A very certain amount of people.

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A very certain type of people.

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What do you mean type of people?

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Marketers.

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No sleep, no!

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[MUSIC]

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Brooklyn!

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[MUSIC]

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>> I don't remember any event or

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early stage companies that wasn't stressful in the early days.

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I think there's certainly a trend where attendance is gonna look

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terrible probably up until just a few weeks beforehand.

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So we're gonna blow out the numbers.

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Maybe, maybe not.

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But at the end, I think it's about the experience of the people who are gonna

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end up being there anyways.

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That's what's gonna matter most.

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[MUSIC]

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>> Any pressure on you?

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>> When I say my friend, you said a lot of things about it.

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>> Trust in the marketing team.

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>> Trust in the marketing team.

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Cool, that's a cucumber.

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>> That's what I'm talking about.

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What are you looking at?

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>> Dude, I'm looking at LinkedIn notifications.

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>> Damn, come on.

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[LAUGH]

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>> I'm looking to see who liked my shoes on LinkedIn.

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>> No, that's sick.

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>> I like them.

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>> We're one week out from the event.

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We are promoting that we're gonna have 300 people there.

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And where it sits right now, we have just about 200 people there.

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And when you're seven days out, you start to get a little nervous.

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We have sent the emails.

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We have published all of our registration messaging.

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I have filmed enough walk and talk videos, whatever.

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People have heard about cold in our, anyone who wanted to register has

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registered.

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And I see a lot of industry professionals, analysts talking about how the

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behavior

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has changed where a lot of the registrations are now back end loaded.

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We got seven days and we're gonna need that to be true for us and

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we're gonna make all of our successful.

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>> Hey, okay, how's everything going on?

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>> How do you want me to get in?

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Because everybody wants to talk about this in this conversation.

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What if, because we can't do the center.

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So, when we're listening to the center, can we do an off center going this way?

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With our purple carpet here, we'll figure out placement of monitor and

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logo and furniture and everything.

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We don't have to go all the way under, it's stairwell, but

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this could be your 12 by 15 here.

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>> Okay, our first like VIP speaker.

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>> Yeah.

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>> I'm gonna call it fun.

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>> Yeah.

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>> Mom is calder at 12.5.

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>> Okay, we've got a runner who's gonna take them from here to the suite.

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And he has an off-heart group from Gabe.

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And in the suite, he's gonna get in.

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>> What's the like sofa shot?

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>> In the situation.

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>> The thought process is there's a couch that's against like a window.

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They have five questions that we insert out by answer short form.

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They just knock out one another.

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My fear is that they think this is an audience plus pitch.

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So like we need someone to be like coaching.

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>> Lots of speakers are gonna be like paparazzi.

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>> Yeah.

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>> Totally.

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>> I think that's kind of cool.

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>> That's cool.

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>> That's cool for it on that.

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>> Why are these?

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>> Are they easier to start?

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>> I didn't think- >> It's gonna make it feel like-

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>> Way more is going.

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>> Yeah.

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>> Cool.

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>> All right, so call off letting us in the room.

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Elaine is intercepting.

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>> Yeah.

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>> You got to go to Elaine about that.

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>> Are we starting to write paparazzi still?

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>> Mm-hmm.

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>> And we can't do mine.

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>> Since it's so tight though, we might want to just like 30 seconds and roll,

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you know?

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>> Yeah.

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>> Like go live, roll it.

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>> Let me say like a two minute countdown and 12.

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>> Oh man.

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>> Is there a contact information you're doing in Maple?

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>> Yeah.

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>> But the virus can be a gold naw brand and you can use the countdown.

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>> Okay.

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>> The countdown will be great.

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>> Okay.

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>> And then the current show flow, the conclusion would be this is the

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transition.

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By the way, I don't even know if I can open it.

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I'm not a narrative idea.

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>> If we use this and then we go straight to a clip from your- there's a lot of

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prerecorded

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stuff there.

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>> You know what though, it might be good to have a prerecorded countdown that

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's just

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a video you might make.

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>> That's what I'm saying.

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>> Put a countdown clock on the bottom.

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>> Yeah.

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>> That's what I'm saying.

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>> That's right.

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>> And then I'll have it playing.

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>> After that video runs for minute 23, camera, go live to the wide, I'm

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assuming, with the

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three folks at the desk.

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>> Yeah.

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>> We talk about the three camera set up, where we do it three.

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So I'm going to have one of those PTZ cameras, a wide shot, one of those PTZ

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cameras set

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shots, so I can transition between when somebody's speaking singularly versus

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when it's in between

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times or when it's a panel discussion.

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>> I have another camera that I wanted to look out onto the city.

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>> My one fear with doing just like a shot out of the skyline with like a logo

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on it,

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it feels like we could have just prerecorded that.

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And I think watching what's happening behind stage feels like you're still like

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in it.

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>> Right.

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>> You know what I'm saying?

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>> Okay.

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>> I'm going to kind of figure out exactly what you're looking for.

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>> 101.

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We go live.

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So we go to Brianna on either a teleprompter or some type of device.

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Hey everyone, welcome to Golden Hour Live.

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My name is Brianna Doe and I'm going to be your host over the next four hours

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to be

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dive into the marketing.

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>> We're coming to you live from Brooklyn, New York, one of my favorite cities

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in the

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world.

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That's the Manhattan skyline behind me and the inaugural Golden Hour conference

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is happening

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just about 24 hours below us right now.

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>> Over the next four hours, you're going to be hearing from 16 marketing when

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you're

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going to be there.

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>> We're building the future of marketing through own media.

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And cut.

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So there's like different segments like banter, interview, and then she looks

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to camera and

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says earlier today during the opening keynote, Anthony laid out his vision for

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the whole

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thing.

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>> The whole thing.

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He's for the next gen marketing playbook.

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Let's take a look.

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>> Yeah, I'm nervous for the broadcast.

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I think it hit me for the first time that we're literally running two events at

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the same

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time.

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I just reviewed the show flow and it just, all of these questions are now

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coming up around

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execution.

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And I'm realizing I haven't spent enough time even thinking about the virtual

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broadcast

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as I have been on the in-person event.

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So I'm pretty nervous.

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>> I'm going to have to like this.

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>> Yeah, for sure.

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>> It's going to be a sticking out and it's all weather through.

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>> I think about lighting on this.

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>> It's a cool, cool, cool challenge.

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>> We just did a walkthrough of the production studio.

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It looks beautiful.

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It looks like an ESPN kind of, you know, anchor desk, which is really cool.

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The backdrop looks like green screen.

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But there is so much light coming from the backdrop that anyone who sits behind

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the desk

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is completely in the shadows.

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>> We're getting mostly the lighting within the camera versus like setting up.

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>> Yeah, I do the lighting mostly in the camera mirror and I think it's great.

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I didn't bring any additional light gates or anything like that.

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Just because I don't think that we're needed as well.

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So I even though it seems like a light.

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>> Okay.

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>> But I can make all the adjustments from there actually.

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>> Yeah.

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>> As long as we check it out, I think that would be great.

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>> Yeah.

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>> Just as I was engaging with the team here, they don't have any lights.

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And we're going live in 24 hours.

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And I just am starting to freak out a little bit.

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>> That was great.

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>> A lot of you too are the not shrimp in that.

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I'm not trying to find it all on.

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>> Yeah.

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>> Yeah.

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>> With Audience Plus, you can easily launch a media property on your domain

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that enables

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your audience to subscribe directly to your videos, your articles, podcasts and

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more.

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And since it's all no code, you can run your entire media operation within the

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marketing

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team.

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Was this okay and it's full form?

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>> All of this is great.

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It's just that one long slide that if you break out, you're going to-

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>> Visually?

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>> You think it'll break out more?

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>> Okay.

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>> So start here.

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>> Yeah, do the slides first and then go back and figure out the-

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>> Yeah.

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Should I try it again?

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And you guys tell me if it feels better because of the way the slides are

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different and then

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specifically-

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>> Little time.

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>> I can run it here on the timer.

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You know that content is the oxygen for the marketing flywheel.

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However, we have to evolve our intention away from producing content for

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algorithmic

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value or cheap conversions, content that's actually produced for human value.

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And this means-

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>> This is master format format.

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>> New format.

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>> So first of all, was that a more effective visual?

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>> It's top heavy.

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I'm just wondering if there's anything extraneous that you can cut.

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>> I wanted to add that agency line which is the additive line here.

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Just get in and where is it?

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>> I like the agency line.

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If we don't tip the cap to the agency, I think we'll regret it.

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>> Yeah.

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Why don't we leave it for now?

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Let's rehearse it on the main stage and see how it feels.

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>> Okay.

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All right, so what do you- for your section, do you want to click through?

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Do you want to try it?

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>> Yeah, I read all this.

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And then I break it down very simplistically, I think, which is like, hey, we

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all know what

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a media company is.

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If you're in the room, you probably agree that's the future of A2B content

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marketing.

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>> Basically, like, I need to see more phones up.

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I'm literally measured by this number, so to get it all away.

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>> I'm literally measured on this number.

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So I need to see more phones going up, right?

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>> Yeah, and you can be like, all right, I'm leaving, I'm leaving.

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Seriously though, I need to-

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>> Yeah.

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>> And then you're walking off and I'm like getting ready to go again.

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And then you pop back up in a second.

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>> Yeah, yeah.

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>> Real quick though, real quick.

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>> Okay.

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>> Before I leave- >> Oh, sorry.

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>> Before I leave, I just want to tempt you with something.

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Just like, real quick.

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I've got a video for you, so-

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>> Three, two, one.

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>> Hey guys, welcome to EZCAD.

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>> So I'm going to add it to this slide, roll video.

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So that's what I tasted for this show flow.

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We are the hosts, we're the ambassadors of the brand.

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We, I forget what the saying was against us, and we eat last.

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Is that what it was?

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>> Yeah, we eat last.

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>> So if we have a guest that needs a chair, we get up, you give them the chair

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, if they

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need food or whatever, we make way for our guests.

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Again, we're really small team right now, but at scale it's like, don't get

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hammered

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at the party.

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You're responsible, all that sort of thing.

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It's a massive dividend on our ability to treat people really great at these

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things.

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I bumped into Ruben from the audience plus, he was so nice, he was so

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accommodating,

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that stuff really just goes a long way.

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So let's build that reputation with our events.

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[MUSIC]

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>> Didn't come on stage with me?

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Yeah, in the middle of the presentation?

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>> Yes.

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>> In front of 300 people?

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>> Yes.

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>> What do you say?

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>> I don't know, and I can say anything, but I can just do it next to you.

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>> Just stand next to me during it?

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>> Okay.

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>> That works.

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What do you think I do for work?

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>> Make money?

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>> I used to.

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I used to before I started this company.

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What do you think all these people are here for?

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>> I forgot.

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>> You forgot?

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When what do you think all the people are here for?

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>> Um.

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>> Uh-uh.

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>> You don't know?

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>> Uh-huh.

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>> Do you have any guesses?

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What?

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>> Um-huh.

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>> They're here for mommy.

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That's probably right.

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>> I know I have a lot of nails.

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>> You have gold nails?

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You're on brand.

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So you are a marker.

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[MUSIC]

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[silence]