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Stage II: Promoting your Web Conference

Posted by Mike McKinnon on
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istock_000002727864xsmall.jpgLast week, I started a series on conducting successful web conferences. On Friday, I discussed all of the preparation that goes into the planning stage, from choosing a speaker to selecting a web conferencing vendor. Today, I wanted to talk about the next step of the process: Promotion. Once you have decided upon all of the elements in the planning stage, you will need to promote your web conference to the public so you get your desired attendance.

 

Promoting your event - reaching your audience, convincing them to register and getting them to attend - is the hardest part about web conferences. Consider some or all of these potential avenues for exposure:

 

 


  • Paid advertising:This can be in the form of print or online ads.

  • Media Releases:Target publications or other media outlets that reach your desired audience.

  • Articles: Write and submit articles about the event to key print and online media.

  • Home Page Promotion: Your homepage is the best place to announce your upcoming event.

  • Word of Mouth: Use Web 2.0 techniques to take your event viral.

  • Third Party Sponsors: Secure a third party sponsor that will help you promote your event through their own avenues.

  • Email: Don't forget email to your opt-in lists or your current customers.

  • Salesforce: Ask your sales team to place personal invitation calls to their current customers or do a call campaign to promote the event.

 

 

Use a combination of the above or all of them depending on your resources. The most important thing to remember is that promotional efforts are best done about 30 days before the event. If done earlier than 30 days, your registrants might forget about the event;done to late and people will not be able to block that time out for the web conference.

 

 

Finally, how much promotion is enough promotion? Here is a simple example using an expected attendance of 300.

 

 








Rate Reach
Promotion: Reach x Frequency 100,000 impressions
Average response rate: 2% 2,000 clicks
Registration among visitors: 50% 1000 registrants
Actual Attendance: 33% 333 attendees

 

 

As you can see from the table above, if your desired attendance is around 300 people, you will need to reach about 100,000 with your promotional efforts.

 

 

A promotions plan is important if you wish to reach your desired attendance. The list above is just a general outline of the activities you might wish to undertake.

Later this week, I will go over the importance of the registration process in securing your attendees.

[tags]web conference, web seminar [/tags]


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