David Meerman Scott’s view on Social Media for events highlighting Singapore’s 1st Tattoo Show as an examnple…
The 1st Singapore Tattoo Show, held Jan. 9–11, 2009, was endorsed and supported by the Singapore Tourism Board and included show ambassador Chris Garver of Miami Ink. The goal was to get 5,000 visitors to the show, where more than 120 artists from around the globe representing all the various modern tattoo styles ticked away with their machines and all sorts of fun and funky exhibitors showed their wares.
Promotions leading up to the Singapore Tattoo Show were anything but ordinary, and what I find particularly impressive as a show promotional tool was the Facebook Group called Tattoo Artistry that was started by organizers 3 months prior to the event. Facebook turned out to be a terrific way for people to connect well before the physical event, and the Tattoo Artistry Facebook Group quickly gained 3,000 members, securing a place as the center of this artwork for the region. The physical show started with a virtual group.
The passion of the members of the Tattoo Artistry Facebook Group for “their event” meant thousands of people promoting to their Facebook friends. The online community aggregated people eager to attend the live event. Instead of relying on buying expensive advertising, a community of passionate fans built anticipation and buzz.
With more than 15,000 people attending, the Singapore Tattoo Show brought three times the expected number of attendees Just as interesting, The Tattoo Artistry Facebook group is now Asia’s largest social network for the tattoo industry, tattoo enthusiasts, and fans. The group will continue to grow as an online destination to connect, and plans are already underway for the 2nd Singapore Tattoo Show in 2010 with the Facebook group as the center of the free promotions for the event.