On 13 and 14 July 2019, Hardware.info and Tweakers held their subscriber days. These events brought together some of the platforms’ most committed readers: people who also contributed to forums, user reviews and the wider community.
AVM attended both days as a partner and presented to almost 300 people. Progress Communications supported the company with PR. We expected a technically knowledgeable audience, but four aspects of the experience particularly stood out.
1. A setting for good conversations
The atmosphere was relaxed and welcoming. Entering an established community can feel daunting, but these events made it easy to begin a conversation.
People were interested in the products and willing to share their own experiences. For a brand, that direct contact is valuable: it offers a chance to understand the audience beyond the picture available through a report or a campaign brief.
2. Questions from an informed audience
The Hardware.info and Tweakers communities brought plenty of knowledge to the room. Smart questions and sharp observations came from all directions. Some participants already knew a great deal about FRITZ! products; one was so well informed that they almost took over a presentation.
That enthusiasm was welcome. The presentations regularly turned into conversations, both with AVM and among community members.
Because people were open about their views and interested in one another’s experience, the discussions revealed different perspectives. They also made the sessions more interactive and enjoyable.
3. Feedback that suggests new possibilities
At Progress, social listening and media analysis help us understand what people say about a brand online. A community event offers a different opportunity: listening to the audience directly.
Several enthusiastic visitors shared detailed feedback and feature requests. Those conversations gave the team useful questions to take away and consider.
The value was not limited to presenting information. The brand could also learn from the people using its products.
4. A willingness to help solve problems
Reliable internet access was a subject everyone could relate to. When visitors described connection problems at home, both AVM and other community members offered ideas and practical suggestions.
That willingness to help was a striking part of the experience. People were ready to share what they knew and think through another person’s situation.
For a technology company, seeing those exchanges helps explain how a community creates value for its members. It is a place for mutual support as well as product discussion.
Build events around the relationship
The subscriber days showed how an event can help a brand listen, explain and develop a closer understanding of its audience. That relationship should be central to the plan.
We also supported AVM at Firstlook Festival, where the focus was on connecting with gamers. The setting was different, but the need to understand the audience was the same.
Would you like your technology company to become more visible within a relevant community? Our technology PR team can help develop an approach through events, content and media relationships. Contact us to discuss your plans.
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