AV Technology - November/December 2008 - (Page 32)

SIX THINGS YOU NEED TO KNOW ABOUT WEBCASTING But webcasts can’t replace in-person meetings. Instead, you need to play to the strengths of this unique medium. Webcasts can: • Effortlessly reach an amazingly broad and diverse audience, from 20 to 2,000 participants. That’s worldwide and in real time. • Avoid the expense of travel and accommodations. You pay a fraction of the cost of in-person meetings or seminars. • Provide immediate feedback. During the webcast, you can ask for comments or mount an instant poll. • Drive action, such as sending participants to your web site, request information, or set up a sales call. Webcasts also are useful to reach clients or influential buyers who may be unwilling or unable to meet face to face. Rather than suffer cold calls, your salespeople can mount surprisingly creative marketing efforts. Colleen Knapp, marketing manager for Microsoft Office Live Meeting, tells of one liquor distributor who hosted a virtual wine tasting via a webcast. Several days before the event, the distributor shipped samples of the tasting wines to all the participants. Then, at the appointed hour, everyone logged into the conference and sipped in unison while learning about the wines they tasted. Newton Gravity Shift, an e-marketing agency in Pennington, NJ. Expect to have a sizable drop-off rate, as well. Some people who register won’t show up because they forget or can’t make it or experience some technical glitch. Make sure to stay in touch with your speakers throughout the process. You’ll want to keep speakers up-to-date about attendance, to confirm dates and schedules, and send along any queries that come in from invitees so the speakers can better meet expectations. Of course, you’ll also want to try some training and a rehearsal or two. 4. WHAT ABOUT COSTS? Costs vary depending on the presentation, number of “seats” or participants, and the duration and number of webcasts. A small company can purchase a subscription or pay on a per-minute/per-participant basis. For example, Live Meeting’s services can be purchased on a pay-per-use basis or on a plan that covers a specified number of seats per month. Calculating “seats” can be challenging because you must commit to filling a certain number in advance when you purchase services. Usually, prices are tiered to minimum/maximum thresholds. “For B2B, unless you WEBCASTS AREN’T ONLY ABOUT PUTTING INFORMATION OUT THERE. THEY’RE ALSO ABOUT GETTING INFORMATION BACK. 3. WHAT ABOUT PREPARATION? As with any marketing tactic, your return on investing in webcasts will be determined by planning and by setting appropriate goals. “Figure out what you’re trying to accomplish and have a crystal clear objective before planning a webcast,” advises Knapp. “Be able to answer the question: ‘I will be successful if ’” The next step is to market the event so that you can attract the participants you want. Identify your target. Research direct marketing or association lists, if necessary. Start early so there’s time to recruit and confirm an in-demand speaker or to research the topic that will draw your targets. Selecting the right speaker is key to both attracting the audience you target and keeping them engaged. Don’t forget that anyone who signs up for a webcast can just as quickly click off while it’s running. Smart speaker choices include: • An industry or academic expert with a recognized name • A business partner or collaborator with a name brand • A top, C-level executive from your own company The real no-no? Don’t choose salespeople to be webcast speakers. Then, allow some time to announce your event, whether with email notices, mailed postcards, or both. Announce the webcast about a month in advance. “Send reminders at the two-week midpoint, the day before and the day of the event,” suggests Debra Newton at have a big-name draw speaker, keep it conservative,” says Kathleen Glass, director of marketing at ProfitLine, a telecom administrative services provider in San Diego. There’s also the usual tradeoff between time and money, depending upon whether you create and produce your own webcast or decide to hire a hosting service to do it for you. If this is your first webcast, working with a provider not only can save lots of wear and tear, but will also provide a working template for doing it yourself later on. To find an appropriate provider, check online. Most webcast providers have helpful demos on their sites, so try an online search and take a few tours to find a service you like. Host services run from corporate buttoned-down to freewheeling and outside-the-box. For instance, you might decide on a provider that specializes in featuring customized “avatars” or animated characters to get your points across. Some of the larger services include Onstream Media, which can host everything from board meetings to training classes; TalkPoint, which has robust interactive capabilities; and SkillSoft, which specializes in e-learning. But there are dozens more. If you want to go it alone, you’ll need to buy webcast software or access to various webcast tools, such as Microsoft Live Meeting, already mentioned. Other possibilities include the popular WebEx, a pioneer in the field purchased by Cisco in 2007, or affordable and feisty up-and comer, GoToMeeting, owned by Citrix Systems. www.avtechnologyonline.com 32 | AV TECHNOLOGY | november | december 2008 http://www.avtechnologyonline.com

Table of Contents Feed for the Digital Edition of AV Technology - November/December 2008

AV Technology - November/December 2008 Contents Precedent Corporate: Finishing with Style Government: It’s Still About People Education: Surviving Budget Cuts Applying Metrics to AV ROI Selecting Room Scheduling Software Six Things You Need to Know About Webcasting The Way I See It: Becoming an Internet Native Casino Uses AV for Dramatic Impact Just What the Doctor Ordered The Loneliest Help Desk in Town Product Forum Product Spotlight Tech Horizons New Products Ad Index AV MO

AV Technology - November/December 2008

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