15 Tips to Profit From Virtual Events
Marketing Your Event
11. Use targeted, multiplatform campaigns.
"We've found that targeting our audience is the first step to an effective campaign. We don't send out e-mail 'blasts' to everyone … in our database like our competitors do—the recipients of the e-mail invitations are carefully selected based on their interests and their job functions," says Schwartz. "… Having a well-rounded campaign is also very important—we use e-mail invitations, promotional banners throughout the brand sites that host the event, and the lead editors involved will cross-promote the event with other related articles, or in their Twitter and social media tools."
12. Beware list fatigue.
"If you're doing nothing to maintain [a fresh list] and not cause list fatigue, [you're making a mistake]," warns Klombers. "… What are you doing to drive more readership or audience gen[eration] at this point? You should be using the Web and social media."
13. Involve your exhibitors in marketing.
"You should be making sure … that the sponsors and exhibitors have links on their Web sites so that they drive traffic to the event," says Klombers. "Some of that audience gen[eration] ties back to the sponsors."
14. Promote tweeting and social media use.
"Include social media within the event so it drives additional attendance and … new leads, because of people's social and professional network," adds Klombers.
15. Choose your provider wisely.
"Look for [a virtual events provider] who helps you market, is really there to educate you on the [virtual platform] and will help … [work] with your clients," suggests Szala. "We've had [InXpo's] sales representative go with my salespeople on sales calls to make sure that they understand the system."