44 Tips For Maximizing Revenue From Virtual Events
26. Create a community first.
A great way to build an audience for trade shows is to start by establishing individual communities, nurturing them with social media and then integrating virtual events. "It's been difficult, especially for publishers, to just throw together a virtual environment," Beaulieu says. "It's a big step, a lot of work to put these environments together. So instead, start with a smaller step. First build up the need and the want … then push them into these environments"—a strategy UBM Studios calls a community-based model.
27. Give yourself enough time to sell.
"The biggest thing people stumble on is definitely the ramp-up time to sell these shows," she says. Pushing sales into the same quarter as the show itself means you are getting "leftover dollars" from sponsors, instead of money budgeted ahead of time for marketing. "You need six to eight months to sell these things appropriately," she says.
28. Consider giving away a benchmark sponsorship.
Especially if you are new to the virtual show game, giving away a sponsorship to the right partner can establish the value of your event in the eyes of others. "If you can say X huge sponsor is going to be on it, [other potential sponsors] do not need to know that it was given away free," she says. "That helps with the pitch for the sales team. They can say, 'Look, we've already got somebody on.' Nobody wants to be the first one. Plus it kind of justifies your pricing."
Director of Product Marketing
Unisfair was acquired by Intercall in March 2011, bringing a virtual events platform to Intercall's line of conferencing, Web seminar and virtual classroom services.
29. Hybrid events offer upselling opportunities.