Peter Muir of Bizucate presents the value and benefit of event driven marketing far beyond the event itself using a webinar as an example. We delivered this for XPLOR's membership.

1. What Can Webinars Do For You?
Exploring New Ways to Connect With Your Audience
© 2010 Bizucate, Inc.

2. Where We’re Going
• Introductions
• Discuss the value of hosting an event
• Review the many channels we have to communicate
• Help decide what objectives you'd like to achieve
• Develop a webinar planner primer
• Identify some of the more popular pitfalls of webinars
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3. Who Am I?
B2B
Vertical
Student Industries
B2C
Marketing
Educator and Design
A2M
Content Producers
Motivator
NP2D
Software and
Consultant
Hardware MFG
B2B2C
Marketer
Strategist
Sales Person
Entrepreneur
Triathlete
Webinar Wunderkind?

4. Value of Hosting an Event
• What’s the value of hosting an event?
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5. What Can an Event
Do for Your Organization?
• Use an educational • Help you ID if they are
approach to help your worth your time
customers grow their • If not interested in topic
organization what else are they
• Developing content can interested in?
make you more • Continue to grow the
knowledgeable relationship after the
• Establish yourself as an event whether they
authority in your industry attended or not
• Indirect approach by not • Can be prospecting… can
trying to sell but grow be retention…can it be
relationship both?
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6. Traditional View
of Event Based Marketing Efforts
Event
Pre-Event Post-Event

7. Another View
of Event Based Marketing Efforts
Pre-Event Post-Event
Event

8. And Even More Views
of Event Based Marketing Efforts

9. 4 Planning Phases for Successful Events
1. Planning
2. Pre-Event Efforts
3. Event Delivery
4. Post-Event Efforts and Outcomes

10. Phase 1: Planning
Looking at the Big Picture
1. What are your long-term and short
term goals?
– Grow revenue, develop new markets, establish
market leadership, increase qualified leads,
hire and retain qualified personnel
2. What are your primary and
secondary goals?
– What do you have to get from event?
– What would be an added benefit but
acceptable if not achieved?
3. What will a “return” look like?
– Develop SMART (Specific, Measureable,
Attainable, Realistic and Time Based) goals
– Can easily be multiple goals and
outcomes too!

11. Phase 1: Planning
Planning the Event
4. Content: Why people will attend
– Tying your content to actionable
outcomes changes an informative
event to a results event
– Types of businesses and the role of the attendee will be
influenced by the content you choose
– Who will speak (internal or external or both)?
5. Type of Event
– Face to Face or Webinar? Themed or no?
– Consider your content and audience along with your budget
and resources as part of your thought process

12. Phase 1: Planning
Planning the Event
6. Budget
– Spreadsheet out all costs both real and donated
– Include amount of time spent too
7. Timing/Schedule
– Early in the quarter? At the beginning, middle or
late in the week? Morning, afternoon or all day?
What time works best for those you are looking
to reach?
– Schedule from start to finish what has to occur
by when and who’s responsible

13. Phase 1: Planning
Planning the Event
8. Location
– If face-to-face do you host it at your company,
at a local hotel, a customers business?
To feed or not to feed? Is the location
part of your message?
– If you choose to have a web conference what are the
needs of the solution? Browser, OS, phone, voice over
IP, presentation technology, presentation style, ability
to interact with attendees
9. Team
– On your own, organized chaos, well-oiled team?
– Who’s doing what, when, why and how will you know
it’s done?
– Point person for technical/content/location issues

14. Phase 1: Planning
Planning the Event
10. Event Marketing
– None, unorganized, organized
– Event marketing content development
– Themed, professional
– Blog, E-Mail, Direct Mail, Purl, Phone,
FacetoFace, Facebook, Twitter, LinkedIn
– Press release
– List Development: Internal, Purchased?
– Registration process
– Confirmation details
– Signage, name cards
– Collaterals, case studies
– Thank you cards
– Feedback/Survey Forms

15. Why Webinars?
• Build awareness and share ideas
• Describe products/services in an educational way
• Build relationships and grow them
• Profit and Income
• List building/cleaning and audience creation
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16. Message
Message
Sender Mobile App Constant
Feedback
Message
Soc. Ntwrk
TV
Message
Message Message Radio
E-Mail Message SMS Text Message
E-News E-Stmnt
Message Message
Search Inst. Messg.
Message
Message Message
PURL
Blog
Message Phone Message
Widget Podcast
Instantaneous
Message
Message
Website
Feedback Message
Viral Video
Receiver
Print
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© 2010 Bizucate Inc.

17. • Blog (Blogger, Typepad, Wordpress or private)
– Type of website, usually maintained by an individual with regular entries of commentary,
descriptions of events, or other material such as graphics or video.
• LinkedIn.com, Plaxo.com, Spoke.com, Orkut.com
– Business-oriented social networks allowing professionals to build a list of contacts and leverage
the power of the network to meet new people
• Facebook.com
– Social networking website where users can add friends and send them messages, and update their
personal profiles to notify friends about themselves. Additionally, users can join networks
organized by city, workplace, school, and region.
• Twitter.com
– Micro blogging site, you “tweet” a message of 140 characters or less to followers
• YouTube.com
– Video sharing website on which users can upload and share videos
• MySpace.com
– Social networking website with an interactive, user-submitted network of friends, personal profiles,
blogs, groups, photos, music and more
• Shutterfly, Flickr, Snapfish
– Digital photo printing, free online photo albums and digital photo sharing
• SlideShare.net
– Presentation sharing website users can upload, view and share presentation files
• Box.net, Onehub, Basecamp
– Online collaboration: Online file storage, FTP replacement, team workspaces
• Digg.com
– Social news website made for people to discover and share content from anywhere on the Internet,
by submitting links and stories, and voting and commenting on submitted links and stories
• Ning.com
– Platform for creating your own social network. Our passion is putting new social networks in the
hands of anyone with a good idea.
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18. Good Objectives
• Well-written objectives describe what the attendee
should be able to do after learning the lesson
• SMART(ER) Objectives
– Specific: straightforward, emphasizes action and the required
outcome
– Measurable: measurement source is identified and able to tracked
– Attainable: need to stretch you but be achievable
– Realistic: have the resources to get it done
– Time Bound: setting deadlines for the achievement
– Evaluate: Looking at whether successful or not
– Reevaluate: Determine lessons and decide what to do
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19. Where Can You Get Great Content?
• Ask around
• Look in other industries
• Listen
• Try new things
• Tell people what you’re doing that’s different
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20. Opportunity Analysis
1. What exists
– Existing print volume
– Existing channels
– Existing marketing methods
– Doing the things the way they’ve always been done
2. What hasn’t been thought of yet
– People don’t know that they could have or do
something different
• Which are you selling?
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21. 10 Ways to Avoid
Falling on Your Face
the Day of Your Event
1. Proper Planning Prevents Poor 6. Keep agenda on track
Performance 7. Assume it will go wrong, when
2. Practice, Practice, Practice it does, keep cool and be
3. Do as much as you can early human about
and keep organized 8. Read the audience and make
4. Have a monitor avail to assist changes accordingly
5. Have speakers check in early 9. Don’t do it all yourself
and interact with audience 10. Be positive and HAVE FUN!

22. Web Based Events: Lessons Learned
• Practice, Practice, Practice • Don’t be boring, screen tests for all
• Prepare for technical issues involved
– Web hosting solution, phone/mics, • Screen content should add to
workstations, software, internet presentation but not be bogged
connections, ambient effects down by it
• Don’t try and do it/give it all in one • People don’t have a lot of time,
webinar, break it up respect the time they are giving,
• Record the webinar keep it to the point and on time

23. Web Based Events: Best Practices
• Webinar closely tied to a relevant actionable
theme
• Web based events tied to additional
multi-channel efforts
• Make a concise replay available
• Have a digested set of notes
• Use interactivity to add to the event

24. Tie the Event
to the Post-Event Follow Up
• Tell people what you will do after the event
…and be sure to do it!

25. Follow Up 1
Thanks and Resources
• Thank those who attended
– In-person
– Phone
– Mail
– Electronic
• Provide resources for review
– Printed
– Electronic
– Hosted

26. Follow Up 2
Attendee Evaluation
• Evaluate thoughts on the event itself,
what they’ll use, what they didn’t care
for and what they want more of or
instead of
• Length of time to gather feedback
– Immediate, 24-72 hours, longer, ongoing
• Methods
– Orally in the room
– Orally using CSR or Sales after
– Physical evaluation/forms or cards
– Web based: custom, hosted, free
• Survey Monkey, Zoomerang

27. Follow Up 3
Opportunity to Follow-Up
• Use the event and the content of the
event as a specific one-on-one
opportunity to follow up with
EVERYONE
• Content can be used as education,
customer service, support, attention
getter, credibility builder
• The more you make it one-on-one (or
the feeling thereof) the higher the
probability of response/action

28. 3 Event Audience Types
to Consider in
Prioritizing Your Efforts
1. Those Who Came
• Most important, link content to
opportunity
2. Those Who Wanted to Come
(Registered)
But Couldn’t Make It
• Provide a valuable follow up
despite them missing the core
3. Those Who Weren’t
Interested in the First Place
• If not this topic then what else
would they like to learn more
about? Start the dialog!

29. Some Webinar Hosting Providers
• Adobe
– Acrobat Connect
• Citrix
– GoToMeeting, GoToWebinar
• Microsoft
– LiveMeeting
• Cisco
– WebEx
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31. 31

32. Becoming a Human Theme Park Ride
• Research industries and opportunities for business
success in a multi-channel world
• Develop expertise in helping your customer be successful
• Effectively and efficiently share what you know
• Choose fruitful connections
• Build profitable relationships based on helping your
customer be successful
• Practice what you preach using channels most
appropriate for you and your audience
• Let them know when you fall and what you did to pick
yourself back up again
Tim Sanders: Love is the Killer App 32

33. Create More Profitable Possibilities
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34. Look for Webinar Resources
• The Webinar Blog
– http://wsuccess.typepad.com/webinarblog/
• Webinar Resources
– http://webinarresources.com/
• Web Conferencing on Wikipedia
– http://en.wikipedia.org/wiki/Web_conferencing
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35. In 2011…
• I plan on saying no (not now) more
• Spend less time on bleeding edge and more time
on profitable positioning
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36. What Will You Do?
• What three things will you start doing?
• What two things will you stop doing?
• What one thing will you celebrate that you do well?
• For each, ask
– Why would I do it
– What if I don’t
– What if my competition does
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37. Thank You
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